Brand awareness refers to the rate at which a product or brand is acknowledged in the market by its name. Or the degree to which a product is distinct from its competition. This marketing tool is essential in positioning a product in the market and it is also used when rebranding or revamping and old product.
Content marketing allows you to tell your business’ unique story. By answering the “who, what, and why” question, you position yourself in a particular niche and attract your target audience or customers. The who, what, and why questions are;
- Who is “xyz” company?
- What services does “xyz” offer
- Why does “xyz” offer these services
When a company effectively answers these questions, they attract the set of people who need this service to satisfy a certain want or need. But this is not all what content marketing and brand awareness is all about.
To effectively use content marketing tools, a company should develop an emotional connection with their audience, give your business a personality by talking about things that relate to a regular human being such as;
- What does a typical day look like at your company
- What is the founder’s story
- Share real people using your products
- Give free solutions to problems in your line of business
This helps you gain customer loyalty, customer retention, boosts your conversion rate, and strengthens your credibility.
This is what brand awareness is all about. It is a measure of how well your audience knows what you are about, your unique story, and the distinct qualities you have that make you different from other brands. It goes beyond customer’s knowing the name of your business.
Creating brand awareness can be daunting and hard but with the right content marketing software and content marketing tools, you can go about it breezily. These are few ways to use content marketing to boost your brand’s awareness;
- Know your audience; content marketing software gives you insight on the type of people who visit your website and their online tendencies. Tracking this info helps in delivering user specific content.
- Create a strategy; To avoid incoherence, whatever content you send out should be centered on your company’s unique story, mission, and values. This creates a consistent image of who you are in the minds of your target audience.
- Use appropriate channels; In order to effectively use content marketing tools, your choice of content should align with the media you use to send it out. For example; photos will do well on Instagram while bite size information is most appropriate on twitter.
- Talk about community problems; Use your platform to advocate for any of the pressing global issues, this makes you very relatable.
- Learn from your competition; Take note of what your competition is doing right and follow accordingly. You don’t have to create the exact content they use but you can pick up a thing or two and garnish appropriately.