How To Use Content Marketing to Increase Brand Awareness
With the expansion of the internet and the global marketplace, consumers have access to a mind-boggling number of goods and services from both near and far. How do you get your brand noticed in that crowd?
At InnoVision Marketing Group, we specialize in helping businesses with their branding needs, including increasing brand awareness. One of the best ways to increase brand awareness is through content marketing. How does it work? We discuss some of the most effective strategies below.
What Is Content Marketing?
Before we go into the strategies that make content marketing effective to increase brand awareness, let’s discuss what we mean when we talk about content marketing. Generally speaking, content marketing uses high-quality, relevant, informative, and entertaining content, such as blog and social media posts, videos, webinars, podcasts, tutorials, and so on, to attract new audiences and engage and retain current customers.
By creating and providing content that resonates with their target audience and demographic, businesses can improve customer experiences with their brand and establish long-term relationships. It’s a way to prioritize customer trust and loyalty instead of focusing solely on sales.
Strategies to Use Content Marketing to Increase Brand Awareness
Effective content marketing can make your brand more recognizable and memorable while helping you engage audiences, build trust, and expand your reach. The following are some actionable strategies to consider.
Focus on Creating High-Quality, Shareable Content
What does your brand have to offer that could be of real value to your target audience? Does your product or service solve a problem or answer a question? Can you educate or entertain them? Your customers are much more likely to share well-written and visually appealing content that is relevant and useful. This will further increase your marketing reach and brand visibility. Consider adding informative blog posts, how-to videos, FAQs, and other content that positions your brand as a trusted resource and gives your customers valuable tools and insight.
Encourage and empower your customers and audience to create their own content around your brand as well and to share that content on social media. User-generated content (UGC) can highlight real-world experiences with your brand in a uniquely authentic and useful way. Engage with your audience by showcasing UGC on your website and social media platforms and liking and commenting on their content as well. This type of interaction helps form a community with your followers and customers and establish relationships.
Tell a Story
Everyone loves a good story. Storytelling humanizes your brand and allows you to connect with your audience emotionally. What does your target audience care about, want, struggle with, need? Your content should also highlight your brand’s values and mission, especially where they resonate with your audience. Heartwarming, uplifting, or educational content often gets shared the most.
When you include customer testimonials, tutorials, or other UGC (see section above), your audience can put a relatable face with your brand. This helps increase the sense of authenticity and reliability with which they view your brand.
Don’t forget about the visual element of storytelling. When you incorporate short-form video content, infographics, and compelling images, it creates a more immersive experience for your audience, which will help them remember your brand and encourage additional customer engagement.
Stay Consistent in Your Messaging
You want your customers to know they can trust your brand. Just like in our other relationships, consistency is key when building a foundation of trust. Wherever possible, maintain the same brand identity. Think about how you want your brand to be perceived and align your voice, visuals, and messaging accordingly. For example, if you’re a young, fun company, you might want to use vibrant colors and bold fonts and incorporate humor into your videos and content.
Always come back to your brand’s core values, and make sure your visuals and messaging are working together to support those values. Regularly repeating and emphasizing your brand values will help build brand awareness and recognition.
Messaging should be simple and straightforward, especially if you’re expanding into global content marketing. Don’t muddy the waters with a lot of unnecessary jargon or buzzwords. It’s much easier for your audience to remember a clear and uncomplicated tagline, mission statement, and content as they connect with your brand.
Take Advantage of Multi-Platform Distribution
Whenever possible, diversify the formats of your content so that you can take advantage of multiple platforms. For example, regularly add new blog posts, podcasts, videos, and social media posts to keep users coming back for new information and to reach audiences across several platforms.
It’s also a good idea to tailor your content to the individual platforms. You might choose X for short updates or news releases but create longer, more detailed content for blogs on your website or YouTube videos. Instagram is perfect for visual content like product placement, and TikTok works well for quick user reviews.
Use multi-platform distribution to cross-promote too. Drive traffic to your blog by posting the title of an article on X. Instagram stories can include links to your YouTube videos or an email newsletter. This type of cross-promotion can significantly expand your reach and introduce you to new audiences.
Optimize your content across all platforms for search engines by including high-ranking keywords. Conduct keyword research to learn what your target audience is searching for, and then use those keywords strategically in titles, meta descriptions, image alt texts, headings, subheadings, and written content. This optimization allows your brand to be more discoverable, which further raises brand awareness and boosts your visibility.
Work with a Professional Marketing Agency
Sometimes, it helps to partner with a professional marketing agency that understands branding, web design and development, digital marketing, and video production and has all the tools you need in one place. The team at InnoVision can help you create high-quality content to tell your brand’s story in a consistent, compelling, and memorable way across multiple platforms and increase brand awareness in an organic way.
We would love to bring your vision to life and help you stand out from the competition to reach the widest possible audience. Contact us today to find out what our team can do for you.
