ith 70% of consumers feeling closer to a company as a result of content marketing, the importance of content marketing can’t be overstated when building brand awareness. Effective content marketing builds trust, cultivates customer loyalty, generates leads and encourages conversion by giving relevant information customers seek when making an educated purchasing decision. I’m a videography and photography fanatic. I get intrigued by how cinematic camera movement enriches a story and how exactly it’s done. I stumbled upon this video when searching for cinematic camera movement techniques.
Although B&H Photo Video sells videography and photography gear, they have invested in content marketing. They publish videos almost every day to show their audience different tips and tricks, the latest camera news and expert advice on the usage of different lenses. So when I finally decide to buy a camera, right off the bat who comes to mind? Yes, you guessed it. My go-to will most probably be B&H Photo Video.
“These days, people want to learn before they buy, be educated instead of pitched.” - Brian Clarke
So how do you increase brand awareness through content marketing?
Let’s break down some tips on how you can increase brand awareness through content marketing.
Know your target audience
“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.” Jamie Turner.
Whichever form of content marketing you use: blogs, infographics, video or eBooks, knowing your audience is paramount to the success of your content. Identifying your audience will help you in coming up with relevant content that resonates with them; content that gives solutions to their specific problems and they’ll surely come back for more.
To better discern who your target audience is, conduct user research through polls, social media listening or asking them directly. After you get to know your audience, create exceptional content that will advise and give solutions to their problems compelling them to share with their peers.
Create blog posts that answer their questions and are worth being shared
When it comes to content marketing, blog posts are the most common form of content marketing. Ever since bloggers shared their blogging success stories publicly, competition is getting stiff as businesses in all industries are getting into the blogging bandwagon.
With over 4.4 million blog posts published every day, it might seem impossible to get your blog seen on the internet, let alone ranking on the first page of google.
With a bit of patience, great planning and a stellar content strategy you can create great blog posts that get shared and increase your brand awareness.
Let’s breakdown a few tips you can use to create amazing blog posts:
Create evergreen content: It’s content that never becomes outdated. It revolves around topics that are always relevant to your readers and target audience. Content that is not time-sensitive, in that, one year later it will still be relevant to your audience.
Here are some evergreen content ideas: How-to guides, product reviews, case studies; lists, top tips; best practices, checklist, strategies and history of something (in your niche market).
Create SEO friendly content: leveraging SEO tips and best practices improves the visibility of your blog in the search results. This means more organic traffic to your blog and overall website.
To create content that search engines love, conduct keyword research to dig up which terms your target audience use in their search queries.
Here are some tools you can use to perform keyword research:
The keywords you find from the keyword research process will help you in coming up with relevant content for your audience, content that people are constantly searching for.
long-form blog posts: Longer blog posts not only increase search traffic to a page but also improves a page’s rank in the SERPs.
The figure above from serpIQ shows the top-ranked content, showing on the first page of SERP, is around 2450 words and the other posts on the search results are over 2000 words.
We can see google loves long-form content. This is because it increases user engagement and visitor return rate is high because of the in-depth nuggets of information and actionable tips. Longer posts, however, don’t just magically translate into higher search traffic and ranking.
They must provide unique information that your readers would bookmark and share and also cover topics that are worth the 1500+ words.
In the long run, your posts will be shared far and wide by your audience because you provide answers to their burning questions and they want their peers and friends to benefit from the informative content you publish.
Leverage video marketing
Video marketing takes time from concept development, script-writing, video shoot to editing; a great strategy, expertise and budget. But the results you can get from video marketing overshadow the hurdles experienced in the whole process of leveraging video in your content strategy. According to wyzowl’s 2020 report on video marketing:
87% of video marketers say video has increased traffic to their website.
80% of video marketers say video has directly helped increase sales.
We are visual beings. We are more engaged with images and videos than plain texts.
When audience research is done well, video can emotionally connect with people because it touches different aspects of their life. They will then share it with others whom they think will benefit from the content you deliver.
Infographics are compelling visuals that explain both simple and complex concepts and mind-boggling data in an appealing way.
Infographics are a great way to increase your brand awareness due to their viral capabilities. Their visually appealing nature and attractiveness hold a higher capacity for them to be shared through social networks than ordinary text content. Let’s look at this infographic from demand metric (below is just part of the infographic)
It garnered over 8,000 social shares, not to mention the amount of website traffic it brought. More blogs and businesses will link to infographics that they deem useful to their audience. With your brand logo and name displayed on the infographic, more and more people will remember your brand.
- Create eBooks focused on your niche industry.
An eBook provides so much value compelling people to bookmark it and come back to it for reference.
Other brands in your industry might even link to your eBook on their blogs because you dived more into details on a certain topic than they could. That means more people would see your content and recognize you as a thought leader in your industry.
Now, as much as eBooks bring in exposure to your brand, creating one is a time-consuming task which requires good writers, editors and designers. You can decide to collaborate with other brands in your industry and create an eBook that would act as a reference guide for other brands in your industry and their audience alike.
Takeaway: Define your target audience to better understand how they interact. This would aid you in coming up with relevant content that would resonate with them and get them to share your content. Be it videos, blogs, infographics or eBooks, content that answers your audience needs has the potential of spreading wide and increasing your brand awareness.
Creating content is a time-consuming task. That’s why it’s important to know which form of content resonates and drives your target audience to your website or landing page.
knowing your audience will aid you in coming up with content that resonates with them but analyzing how the content is converting or which form of content people favor the mostת will enable you to focus more on a certain form of content be it blogs, videos, infographics or others, and get more of your target audience’s attention.
For content marketing to succeed, promote your content on Twitter, Facebook, Quora and get more people to view it.