How can I use content marketing to increase brand presence in the most efficient way?

First, make sure you’re inserting your brand into a conversation that’s relevant to both your offering and your audience. Missing that foundational mark is the content equivalent of getting on the wrong flight.

Secondly, once you’ve identified your broad opportunity, do your homework – find the optimal intersection between conversation volume and conversation saturation. The goal is to tackle the topic(s) that are unexplored enough for you to own that still attract enough eyeballs to drive your bottom line. That calculus varies based on your product sale point, obviously, but the base principle is still the same.

  1. Understand your audience.
  2. Create a content strategy.
  3. Use your company’s blog as a tool for brand awareness.
  4. Participate in the community.
  5. Send email newsletters.

Increasing brand awareness is challenging, but you can follow these seven steps to use content marketing to achieve your branding goals.

1. Understand your audience

Understanding your audience is the first step in creating any marketing strategy. They’re the people you need to connect with, so all of your content needs to be catered to them.

There are a few key questions you should ask about your audience to ensure that you’re writing for them.

Who is your audience?

Your audience is your most important piece of the brand awareness puzzle. Without an audience that wants and needs your product, you wouldn’t have any customers to help your brand awareness grow.

Because of that, you need to consider who you are targeting.

Consider the demographic of your target audience in order to decide how to structure your content and what will appeal to their interests and values.

For example, if your company creates hand-made bouquets for brides, your audience is primarily engaged women. In this case, you would tailor your content to appeal to brides, and show them that you’re committed to providing them with a great experience through your dedication to the industry.

Where does your audience spend time online?

You should also research your audience’s online tendencies.

You should spend time identifying the sites and blogs your target audience spends time on and how you can create content that appeals to that audience.

You can also look into the types of content your audience spends the most time with on your existing pages. If you notice that they seem to interact more with pages that include videos rather than images, then make video a part of your brand awareness strategy.

The goal is to connect with your visitors by addressing their needs and wants in a website, and by studying their tendencies online, you’ll have data-driven insight on how to keep them coming back to your website.

2. Create a content strategy

Once you’ve gained a solid understanding of your audience, you’ll need to create a strategy for reaching them.

Focus on your story

One of the best content topics for increasing your brand awareness is your company’s story.

You can promote your brand in a way that reflects where you started, how you succeeded, and what you believe, along with your company’s values. Keep these aspects at the forefront of your campaign to give a clear picture of who you are as a company.

This can help you connect with your customers on a more personal level and show them who you are, beyond just your products and services.

Choose your channels

Next, you’ll need to choose which types of content you want to use. There are many that can work well, including:

  • Site pages: When people want to learn about a brand, the first place they look is the “About Us” section of a website. Here, they should also find a page that explains and describes your company culture, including your beliefs and work environment.
  • Blog posts: Blogs are one of the best ways to drive traffic to your site and one of the best channels for content marketing. You can share your knowledge and become a trusted voice in your industry if you post blogs regularly.
  • Downloadable guides: Site visitors love anything free and information is no exception. Advertise a free downloadable guide on the first page of your website or on pages that correspond with what information you’re covering in the guide.
  • Videos: Videos are another great type of content that will allow potential customers to see what you’re all about as a company. They give them a behind the scenes look at your company and how you function, which makes them feel like they’re part of the family.
  • Webinars: Webinars are becoming increasingly popular simply because you can watch and listen to the information rather than reading it. This is a great content marketing technique that you can even link to in your blogs about similar topics.

Creating a schedule in place helps to keep your plan on track. Without it, you’ve got a map with no roads.

Determine how often you want to publish new content, and stick to that schedule.

It’s important to your brand awareness that you create a consistency within your company—whether it’s the frequency of blog posts or in what tone you write them in.

3. Use your company’s blog as a tool for brand awareness

There are numerous benefits of writing a company blog, so if you don’t already have one, we highly recommend that you create one as soon as possible. It gives your company a voice in your industry, and can be a valuable tool for building your brand awareness.

Here are a few tips to help you build your brand on your company’s blog.

Produce new, unique content

People are always looking for new information. If you post the same information as your competitors, it won’t help you stand out in your industry.

For your potential customers to consider you a unique company, you have to produce one of a kind content.

Granted, we all know it’s difficult to come up with innovative new topics all the time, but the time and effort it takes are worth the results.

4. Participate in the community

Customers love purchasing from brands that share their values and give back. If you’re an active member of your community, this can be extremely valuable to your content marketing strategy.

You can use your community involvement to increase brand awareness by highlighting it in your online content in several different formats.

5. Send email newsletters

Sending email newsletters is one of the best ways to keep your company at the forefront of customers’ minds.

You can easily inform them with news about your company, tips that help them accomplish their goals, and content like free guides related to your industry.

6. Use social media to promote your content

Social media platforms like Facebook and Twitter are a great way to promote your brand-building content and reach a large audience.

They allow users to share your content with the click of a button, and your brand along with it.

Social media platforms are great for content marketing because the information you share with your followers isn’t only available to them but their friends as well. By posting, you’re opening the door for your content to go further than just your audience.

Social media is also a valuable tool because it allows users to share their comments and opinions, which you can respond to in order to form relationships with your potential customers.

7. Analyze your results

Understanding and monitoring your success is one of the most important parts of your plan.

Analyzing the results of your different marketing strategies will allow you to understand which techniques work and which don’t so that you can improve your marketing strategy moving forward.

Google Analytics is a great platform for understanding a ton of data on how your content is doing online.

You can see which pieces of content are bringing you the most traffic and through which channels, see maps of where your customers are entering your site from, and even learn what users are clicking on your site.

If you have a blog or website already, organic content marketing is the way to go. Get your clients involved by interviewing them and producing videos that campaign for your brand. Make sure you’re pushing out fresh new stories regularly so people will never get bored of coming back to see what’s new.

If you don’t have previous content online, start with creating landing pages that can be pushed through social media. You’ll want those landing pages focused on converting once they’ve made a connection with your audience first and foremost, but it also helps to enhance your brand’s appearance as well by linking to other content you want them learning about via that page.