When you run out of adhesive medical bandages, do you write bandages on the grocery list or Band-aids? When you order a cola, do you say cola or Coke?
What about when you need a tissue? Do you ask for a tissue or Kleenex? When you need a copy of a document, do you have it photocopied or Xeroxed?
These terms are called proprietary eponyms where brands have become so well-recognized, they have become the generic term for or synonymous with the generic term for similar products or services. This is what brand awareness can do for a brand—let people recognize and recall a business. When that happens, they are more likely to buy from a brand they know and trust than one that is relatively new to them.
For a brand—its product or service—to become a household name is arguably the peak of brand awareness, and content marketing is a key strategy in helping you achieve just that.
What is Brand Awareness & How Can Content Marketing Help?
By definition, brand awareness is the level at which consumers are familiar with a brand. There are varying levels of brand awareness, from having come across a product to knowing and recalling its brand by name.
As a professional branding agency, however, we know that success takes more than your audience simply recognizing your brand or your logo. They should also be familiar with your brand’s personality, message, and other characteristics that set you apart from the rest.
The Benefits of Content Marketing
Content marketing has proven itself to be an effective way to raise brand awareness. Every time you publish a piece of branded content is an opportunity to reach a wider audience who would become familiar with your brand. Let’s break down a little further how content marketing can help in brand awareness.
- Increase visibility
Think about how social media trends raise awareness of specific brands or products—the #TikTokMadeMeBuyIt, for example. This trending hashtag is all about peer reviews of affordable or life-changing products. Of the thousands of products featured, one that saw a substantial increase in sales is mechanical keyboards. Users flocked to Google in search of these items after they have gone viral on TikTok.
- Build trust and attract more followers
A successful content marketing strategy involves publishing timely and relevant information that not only demonstrates your authority and expertise but adds value to your audience as well. The more content your followers read, the more they get to know you, and the more they are likely to trust you. We can’t stress enough that the more they trust you, the more confident they are to spend money on you.
- Drive website traffic and improve search rankings
Once consumers are aware of your brand, they start to recognize it and seek it out on their own to make a purchase. Just like a household name, they would start to prefer you over other similar brands. This kind of loyalty will eventually drive traffic to your site which in return can help you rank higher in the search engine results.
Content Marketing Strategies for Brand Awareness
With our content marketing services, we help our clients create an effective strategy to get their brand out there and be present where their target audiences are. We help them engage their followers with a story that resonates with them. Check out how we can help you build brand awareness yourself.
- Identify your audience
No matter how great your content may be, it is useless without an audience. So, before you even think of creating any content, you have to figure out who your target audience is. Who are they, where are they from, what do they want to know, and what pain points would you like to address for them?
You’ll also want to know where they go and search for information. Where do they spend their time online? What content format do they mostly consume? All these questions you can answer with market research that would help identify your buyer personas. This gives a clear perspective on who you are marketing to.
- Establish your unique selling proposition
Before getting into your content, you have to identify what will set your brand apart. What is something unique that you can offer to the market?
Your unique selling proposition can be anything from a better way to solve a problem, a more affordable solution, or a greener alternative to traditional products. You can use content marketing to highlight your USP and tailor it in a way that communicates value to your audience. It should help keep your message from being too generic. For example, instead of stating the obvious that you are a furniture maker that makes furniture, a USP such as, “a bespoke furniture brand offering custom pieces to match every lifestyle” sells better.
- Create your content
When you are starting, you probably don’t know yet which types of content will resonate most with your audience. It’s why you will first have to diversify your content marketing strategy—when and where to post and what to publish—and from there, evaluate what works and what does not.
- Blog posts
- Social media posts
Tools like Google Analytics, Google Search Console, HootSuite, BuzzSumo, and SEMRush are designed to help you create data-driven content and more importantly, make better and informed decisions using different metrics such as:
- Traffic growth
- Conversion rates
- Lead generation
- Time on page
- Bounce rate
- Social media engagement
At this point, very few may know about your brand and its offerings, probably even lesser-known by name. This is where you can leverage content marketing to drive traffic to your site. Regardless of the types of content you create, what matters is that it serves the purpose of conveying your value as a business.
Skip the guesswork, leave your content marketing to Public. Get in touch with our experts today.