How Exactly Does Content Marketing Help in Building Brand Awareness

Brand awareness is more than people simply recognizing your business name or your logo.True brand awareness entails your audience getting to know the personality behind your brand and what makes you different from your competitors.

It’s vital to build brand awareness because consumers are much more likely to buy from a brand they know and trust than one that’s new to them.A research study found that over 80% of people searching for a product on Google chose to click on websites they were already familiar with, regardless of their position in the results.

Content marketing can be a highly effective way to build brand awareness. With every piece of branded content an individual sees, they become more familiar with your brand. But while exposure is important, it’s not the only factor at play. Content can help to build your brand in several different ways.

Quick Takeaways

  • Content marketing is an excellent way to demonstrate knowledge and expertise and build trust with your audience.
  • The more content you publish, the more exposure you give your brand. Every piece of content has the potential to widen your audience.
  • Your content is an important part of your overall brand and can be used to amplify your brand voice and reinforce your commitment to your brand values.

1. Demonstrating Authority and Expertise

By regularly publishing informative and educational content that helps to solve your audience’s problems, you demonstrate the fact that you know what you’re talking about as an expert in your industry.

For example, take a look at the blog published by marketing and CRM software company, HubSpot. HubSpot publishes a lot of detailed and useful articles on subjects such as content marketing, web design, email marketing, SEO, and customer experience.

Most of these articles are not written with the aim of selling more software licenses. Nor, indeed do they even mention the products and services that the company sells.

This informational content is not published with the aim of making more sales, but rather to share knowledge and cement HubSpot’s position as an authority in the area of digital marketing.

The audience reading HubSpot’s blog may not immediately be looking for a marketing software solution. However, with each piece of content they read, they’ll build a stronger association between the HubSpot brand and marketing knowledge.

If at some point in the future they are in the market for a CRM or marketing automation software, they’ll already have HubSpot in mind and be confident in the brand’s experience and knowledge.

2. Building Trust

Consistently publishing helpful information for your audience not only helps to demonstrate your expertise and authority but is also vital for gaining the trust of your target audience.

People don’t like to feel like they’re being sold to or that brands only have an interest in gaining their business.

Content marketing means publishing content that’s not sales focused and demonstrates you care about your audience and their problems, rather than just making the sale.

The more content your audience reads and the better they get to know your brand, the more likely they will be to trust you. The more they trust you, the more likely they are to spend money with you in the future.

Source: Marketing Charts

3. Fleshing Out Your Brand Personality

Many brands offer very similar products and services, often at similar prices. Your brand personality is what distinguishes you from your competitors and builds relationships and loyalty with your customers.

Your content should reflect your brand values and mission. It should demonstrate what you offer beyond the products and services you sell.

Every piece of content you publish should also reflect your brand tone and voice. Whether this is fun and friendly, creative and quirky, or confident and informative depends on your audience, the industry you’re in, and how you want to position your brand.

Source: EndeavorCreative

To get this all right, it’s important to have a clear and defined brand, mission, value, voice, and content strategy that pulls it all together. Skipping over any of these steps will result in content that doesn’t have a clear voice or personality, and your brand will be weakened as a result.

4. Increasing Brand Exposure and Mentions

Every piece of content you publish gives you a new opportunity to expand your audience and reach more eyes.

Publishing content around the topics that your audience and customers are interested in is a highly effective way to boost your SEO. This means your site is more likely to come up in searches for keywords related to your business. The more content you publish, the more chances you have of showing up in search results.

Source: Oracle Modern Marketing Blog

Good content can help you to attract traffic from many other sources apart from search engines.

People share high-quality content on social media. Social media mentions are doubly effective because they not only help you to reach a wider audience, but a social share acts as a vote of confidence and demonstrates that others trust in your brand too.

This is increasingly important these days where 83% of consumers say they are more likely to buy a product or service if it is recommended by a friend or family member.

5. Building Customer Loyalty

Content marketing is not only important for attracting new customers but also to keep the customers you already have.

Strengthening relationships with your customers is also important for building your brand. When customers are loyal to your brand, they are more likely to recommend it to others.

Consistently publishing new content is a great way to stay in touch with your existing customers, keep your brand on their mind, and give them more opportunities to share your content and products with others.

6. Engaging Your Audience with Brand Storytelling

Everyone loves a good story. So it’s no surprise that much of the most successful content on the web involves some element of storytelling.

Likewise, some of the world’s most successful brands have a great story behind them. Just look at Apple (founded by college dropouts out of a garage) or Toms shoes (inspired by the travels of the founder and the barefoot children he met along the way).

If you can use content to tell the story of your brand in an engaging way, you’ll build an emotional connection with your audience that will make them want to read more, interact more, and buy more from your brand.

If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service.

Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

By Michael Brenner

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Marketing Insider Group

The Marketing Insider Group provides content marketing workshops and content development services. Scale your content and start showing Content Marketing ROI today. Free Consultation

Services

Hinge

The number one criteria prospective clients use when they’re selecting a firm is expertise. In this video, Liz Harr shares the top 3 ways to demonstrate your expertise for greater visibility and marketplace reputation. For more content just like this, connect with Liz & Hinge: LinkedIn: https://www.linkedin.com/in/eharr/ Twitter: https://twitter.com/ElizHarr LinkedIn: https://www.linkedin.com/company/153024/ Twitter: https://twitter.com/HingeMarketing Facebook: https://www.facebook.com/HingeMarketing Professional Services Executive Forum: https://www.linkedin.com/groups/3828540

How B2B Brands Can Identify Their Target Audience

How well do you know your brand’s target audience?

Or, how well do you think you know your target audience?

We find that many brand managers in Europe assume they know their audience very well indeed. They might even have a very clear image in their head of the type of individual they are trying to target with all of their advertising and marketing strategies. 

What is often the case, however, is this image in their heads isn’t always completely correct. When it comes to targeting your audience in Europe and motivating them into making a purchase, you need to ensure that your understanding of this group is bang on. Any slight differences between what’s in your head and your audience could result in some of your targeted work falling flat.

If you know that you have this problem in your business currently, here are steps to take to understand your target audience better. If you follow them through, you’ll know how to discover your target audience and start fine-tuning your aim for them in all your campaigns.

Brainstorm your target audience.

The first thing you should do is sit down and brainstorm what you already know about your target audience. Think about the characteristics that all of the individuals who are most likely to buy your products will share. Are they in the same age group? What is their job title; what kind of salary do they earn? You should also look at the common challenges, needs, and objections that this group of people might face in their life.

One great tip is to take a look at the audience that your competitors are targeting. How does that group differentiate from yours? Examine the data-driven insights using the right tools to understand the entire funnel, and how you can leverage this data to incorporate your USP to retarget.

Take advantage of brand trackers.

Use a brand tracker to get measurable and actionable data on your audience. This data can give you various, but specific insights. For instance, tracking brand awareness will tell whether or not your ideal target audience actually knows about you. As well as that, tracking brand consideration will show if they would consider using your brand. You can also track this data for your competitors and compare how your brand fares against them. 

In addition, you might even discover that this isn’t actually the best audience for you to be targeting. By digging deep into all of this brand tracking data, you might see new audiences appear that you had never previously considered. Just make sure to choose a brand tracker that caters to niche audiences.

Develop a persona for your target audience.

Now it’s worth creating a persona of what the quintessential member of your target audience is like. There are so many benefits from audience personas, so why not use it?

For example, if you target the millennial generation, go beyond a generic idea of a millennial and think more closely about who you are selling to. If you find that millennial females who live in urban areas and work in the tech sector buy your product more than anyone else, then their defining features and characteristics should also be those of your audience persona. 

Once you have made a persona, it’s important that you inform everyone on your team. To keep everyone on the same track with all their strategic work, you all need to be targeting the same persona.

Start targeting.

Now that you know who you are aiming at, it’s time to start trying to reach them. In order to target your audience, focus your efforts on the channels they use most often. 

If you know that your target audience spends a lot of their online time using Twitter, then it’s worth starting a campaign on that social media platform. However, if you are targeting an older audience who might prefer to spend their evenings in front of their TVs than tweeting, think about running some TV adverts.

Researching the channels that your audience use really can help you immensely — not doing so could end with you shooting blindly and completely missing. 

How does running marketing campaigns help find your target audience, you may ask. Well, how can you be positive that they are the audience for you unless you see if they work? And don’t forget…

Continue to monitor.

So you research your target audience well and then start to target them using suitable methods and channels. Job done, right? Not quite.

Sure, you’ve taken the right kind of steps so that the right kind of consumers will see your brand marketing. But how do you know whether that’s really happening once your adverts and promotions are out there in the wild? How do you know that they are helping your sales?

Keep your eye on the ball and monitor how your marketing efforts are doing. You can do this by tracking your brand guidelines and campaigns to make sure that they are hitting the spot. 

It’s also worth noting that target audiences can change or shift over time, so monitoring them is a continuous task for every brand manager. As long as you do make monitoring a habit of a lifetime, then there’s no risk of you ever being left behind by competitors. 

Those steps don’t sound too difficult, right? If you follow through with them, you should discover new things about your target audience that you might never have realized. And those nuggets of wisdom could help you polish up your marketing campaigns like never before. 

Not only that, but you can now carry out all of your campaigns confidently, as your target audience shouldn’t be even easier to reach.

By: Steve Habazin Entrepreneur Leadership Network VIP

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Adam Erhart

How To Identify Target Market | Target Market Examples Click here to subscribe: https://bit.ly/2HxjQRa If you don’t properly identify your target market then none of your marketing will work. Period. Not your ads, not your content, not your website, not your social media, nothing. It will all fail miserably. And I don’t want that for you. So in this episode I’m going to be breaking down exactly how to identify your target market and give you a few examples of what that might look like for your business. ***Marketing Resources: Work With Me: https://bit.ly/2FY2vzF Our Advertising Agency: http://aerh.co/1oVVeEc Facebook Ad Image Guide : https://bit.ly/2H9EPt9 FAST Content Formula : https://bit.ly/2JEu5kz 60 Second Video Ad Script : https://bit.ly/2GQF0Kl One Page Marketing Plan : https://bit.ly/2v6HPBp ***Let’s Connect: Website: http://adamerhart.com Click here to subscribe on YouTube: https://bit.ly/2HxjQRa Twitter: http://twitter.com/adamerhart Facebook: http://facebook.com/officialadamerhart Instagram: https://www.instagram.com/adamerhart

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