People can’t buy from you in the event that they don’t know your brand exists. That’s the aim of brand name awareness — to assist people recognize and recall your enterprise after they need you. Ensuring people know and remember your brand is where to make use of content marketing to construct brand awareness.
Understanding Brand Awareness
Brand awareness is how readily consumers recognize your brand. Have they heard of it? Do they remember anything about what you do? Brand awareness is critical to your enterprise’s growth because people can’t consider purchasing from you in the event that they’ve never even heard of your brand.
But what you wish from brand awareness goes beyond just an “Oh, that” moment. Yes, you wish people to acknowledge your organization’s name, however it’s also excellent in the event that they associate specific details together with your name.
For instance, we don’t just recognize the name McDonald’s. We all know what McDonald’s serves, how easy it’s to seek out one, the consistency of their products, etc.
We tie thoughts, feelings, emotions, behaviors, and preferences to brands. Those things help us differentiate and like certain brands over others. But all of those positive advantages start with brand awareness.
Children don’t want that Joyful Meal toy until they know McDonald’s exists and has Joyful Meals.
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Content Marketing’s Role in Brand Awareness
Awareness is step one in the client journey. Meaning, without it, you may’t make sales.
Back within the day, firms like McDonald’s spent tons of cash on traditional promoting to make people aware of their brands. They erected golden arches seemingly in all places and made TV commercials featuring Ronald McDonald so children would beg their parents to go. But that’s not the way in which brands get recognized anymore.
Today’s buyers log on after they’re fascinated by buying something. Greater than 65% of individuals research online before making a purchase order. Enter content marketing’s role in today’s customer journey. By having an internet site and doing search engine optimization content marketing, your brand is more prone to show up for patrons after they seek for services or products in your category.
For instance, let’s say I actually have an issue. It’s getting colder outside, so I wish to have a mug of green tea within the afternoon. Sort of a mid-afternoon pick-me-up. But I’ve noticed that I bring the tea to my desk, then get distracted by calls or emails.
My tea gets cold before I drink it. I discussed this frustration to a friend, who beneficial I get a mug warmer. I can set my cup on the hotter, and my tea will stay warm until I finish it. This product appears like an ideal solution to my problem, but I do not know where to purchase a mug warmer. So, I head to Google and kind it into the search bar. Here’s what I see:
I find brands I’ve never heard of, various products and price points, and even a story from “The Recent York Times” recommending specific warmers. If I scroll down past the ads, I also find smaller businesses which have written posts much like the one from the “Times” and have links on their sites to purchase those products.
That’s content marketing’s role in brand awareness! It leads me from a Google search to content that makes me aware of latest brands and helps me eliminate my pain point. My afternoon tea can be warm from here on out!
As a bonus, the cash spent on content marketing (much lower than those television ads featuring Ronald McDonald) will keep those brands showing up in search results potentially for years, driving traffic and results in those firms’ web sites while creating greater brand awareness.
Advice for Using Content Marketing to Construct Brand Awareness
Now that you just understand how content marketing can drive awareness, you wish it to occur straight away! That’s comprehensible. Once you could have a tool that could make big things occur for your enterprise, you would like to use it. But here’s some advice before you dig in.
When using content marketing to construct brand awareness:
- Know Your Audience. Understand your audience and their pain points. What are they prone to seek for on Google? Make sure your content is anticipating their search intent.
- Use Keywords. Once what your audience searches for that your brand helps with, construct your keyword strategy around those specific searches. You wish your site to pop up after they ask Google their questions.
- Vary Your Content. Don’t give attention to blog posts alone. You would like services or products pages, emails, Google Business Profile, and a presence on social media. Post words, videos, graphics, photos, etc., to assist people see, recognize, and consider your brand.
- Show Up Frequently. You may’t post once and expect people to flock to your site. You’ve to indicate up repeatedly in your audience. Meaning having a robust website, posting in your blog not less than twice per week, and posting and interacting every day in your social media channels. Use the content marketing methods you select to best serve your audience repeatedly.
- Be Patient. This piece of recommendation would be the most difficult. You’ve to be patient. search engine optimization content marketing done right will at all times work in your brand, however it won’t work overnight. You’ve to trust the method and rejoice the regular increase in awareness.
The Lesson to Learn
Constructing brand awareness through content marketing takes a thoughtful approach but has lasting effects. Using content in these ways will attract more customers to your brand on social channels, your website, and even strategic partners who never heard of you before. Planning and executing a content marketing plan takes time, but the trouble is at all times value it.