Today I wanted to dig into the term ‘content marketing’ to show you how it can increase brand awareness.
I can hear you thinking: hold up, what’s brand awareness?
And fair enough. So let’s start there.
In a nutshell, brand awareness comes down to how well your customers or potential customers know your business – and that means everything from its values to what makes it unique.
I mean, you want your business to be recognisable, right? To be found easily? For your audience to know what you stand for instantly?
Of course you do. What business owner doesn’t?
One of the best ways to boost brand awareness is through content. Content shapes your brand’s story and signals what it represents. You can use it to get feedback, attract new audiences and nurture existing customers.
But there’s a lot more to it than taking a pretty snap of your product, posting it to Instagram and adding a witty caption. To establish trust with your audience, you need to build a personality for your brand. Your content is what helps to create a relationship with potential prospects and therefore brings increased brand awareness
And in this post, I’m showing you how to use content marketing to do just that.
Keep reading for my top 5 tips for using content marketing to boost brand awareness.
TIP 1: KNOW YOUR AUDIENCE
As always with marketing, before you start to actually market, you must understand who your audience is and what makes them tick.
What pain points are they experiencing? And what problems can you solve for them?
If you don’t know the answers straight away, then wind the clock back a bit. Identify their demographics, behavioural patterns and the underlying traits that make them YOUR customers.
To create content that really speaks to your audience, you need to know:
• Who they are
• Where they live
• What education level they have
• Even their income bracket
This knowledge will really help when it comes to producing content that draws people to your brand and encourages them to hit that treasured ‘Follow’ button.
TIP 2: CREATE A CONTENT STRATEGY
So you’ve worked out who your audience is and who you want to try and reach. Great! Now you need to work out how you’re going to reach them.
And to do that you need a really good strategy.
Strategy is a tricky term that stumps many people – even those who work in advertising and communications. But it’s a crucial step in your marketing journey and will help keep you on target.
I’m going to assume that you’ve done the foundational work for your business – meaning that you’re aware of your brand values, what you stand for, what your brand’s personality is and how you want to appear online.
So to begin, look at your brand or business story. What do you want your message to be? And how will your message attract followers?
Then you need to look at:
• What type of content you want to produce
• How often you’re going to produce it•
• Where you’re going to be posting this content
•And finally, which channels you’ll use tp communicate your message
Find out where your audience hangs out online. What sort of content do they like to consume? Once you have an understanding of this, you’ll be ready to create a strategy to reach them.
And a quick bonus tip? Make sure you consistently stick to your content schedule so your audience always knows when and where they’ll find you.
And that leads me into tip number three, which is all about being consistently visible via your content.
TIP 3: BE CONSISTENT AND VISIBLE
If you’re using content to build relationships, make connections and get that trust factor happening with your audience, then you need to be VERY visible. Which means consistently showing up with content that they’ll find valuable, educational or entertaining.
Fortunately, there are many tools available that allow you to be more visible. Using Instagram? Engage with stories, create reels and post regularly. Is LinkedIn more your style? Tag relevant people in your posts. share industry news and comment on your followers’ updates.
You must give your audience a chance to get to know you and your brand. Be authentic, show your face – most audiences want to understand the person behind the business name. It will help them decide if they think they can work with you (or buy from you!).
Before I move on, I wanted to outline the difference between short form and long form content.
Short form content is what you share across social media. It has a shelf life of around 24 – 48 hours. It includes things like:
- Carousel posts
And long form content? This can also be called ‘hero content’ and has a much longer lifespan. Sometimes months or years. You would consider the following as long form content:
- YouTube videos
Then there’s the continue that sits somewhere in between. This includes IGTVs, reels or Facebook lives to name a few. These tactics stick around longer than a day or two but they don’t sit on your website and reach people via SEO.
As far as your business is concerned, you need to create a strategy that makes visibility the priority. This might just be on social media, but it could include blog articles or short videos too. It’s up to you to find out what works best for your brand – and what (and how) your audience wants to learn from it.
TIP 4: NUTURE YOUR AUDIENCE
Tip number 4 is all about using content to nurture your audience. And in my opinion, the best way to do this is through email marketing.
Remember that content refers to anything that you produce and share with the aim to attract your audience. It doesn’t just have to be about social media. It also refers to your website, SEO, Pinterest, or wherever you appear online.
Email marketing is another way to use content to attract and nurture your customers.
This might sound daunting, but try to send a weekly newsletter to your database. Of course, your newsletter has be packed with value and relevant information. Especially if you’re using it as a tool to encourage your audience to purchase from you
So how do you build a database? I’m so glad you asked! I think one of the best ways it to create a lead magnet that’s available to download from your website for free in exchange for joining your mailing list.
Honestly, who doesn’t love a freebie? And as long as your lead magnet is brimming with insider tips and tricks, your audience will be more than happy to exchange their email for it.
Email marketing is a whole topic of its own, which I’ll dive a little deeper into over the coming weeks. Until then, keep in mind that sending regular emails is one of the best ways to nurture your audience and get conversions – especially if you are doing business online.
TIP 5: ANALYSE EVERYTHING
My 5th and final tip today is to use analytics and insights to help you understand what’s working with your content (and what isn’t).
The analytics tab on your favourite social app can feel a bit alien to begin with, but I promise it holds invaluable information.
You can use these tools to determine:
• Which pieces of content are resonating with your audience
• Which are bringing you the most traffic
• Which channels your audience is connecting with the most
And Google analytics will help you to to understand where your customers are entering your site from, and even what they are doing on your site once they’ve arrived.
You can then use these insights to figure out which type of content is the most valuable, what to do more of, and which topics are really resonating with your audience.
so what do you think? are you ready to start creating content and boost your brand awareness in the process?
.I hope this post has helped you understand how to use content marketing to increase brand awareness. I truly believe that if you follow these five tips you’ll be able to nurture a continually growing customer base that never wants to stop working with you.
If you need any help with getting more brand awareness or working out your content marketing strategy, then get in touch. I’d love to hear from you! Let me know what’s worked for you and what hasn’t. And if you want to listen to to my podcast on this topic head here.
Do you want to get results from your marketing? If you struggle with making money doing the thing you love, it’s time to act.