x mins

Get our best ideas
in your inbox

You're in 🥂
Thanks for subscribing!
Oops! Something went wrong while submitting the form. Please try again.

How to Increase Your Brand Awareness with Content Marketing

Iñaki Higuera
Last edited on Oct 24, 2024

In today's hyper-connected world, brand awareness is the currency that can make or break a business. But how do you ensure your brand stands out in a sea of competition? The answer lies in strategic content marketing. Let's explore how this approach can amplify your brand's presence and reach.

What is Brand Awareness and Why It Matters

Brand awareness refers to how familiar your target audience is with your brand and its values. It influences consumer perception and decision-making. A strong brand awareness strategy fosters trust and loyalty, paving the way for increased customer engagement and conversion rates.

The Power of Content Marketing

Content marketing plays a pivotal role in building brand awareness. By delivering valuable and relevant content, you educate and connect with your audience, fostering a community of loyal brand advocates. It's more than just selling; it's about sharing a story that truly resonates with them.

Understand Your Target Audience

One of the foundational steps in any successful content marketing strategy is a deep understanding of your target audience. What are they concerned about? What are their goals? What content do they consume? Do they feel something is missing in their lives? What do they believe in?

Without knowing who you're speaking to, it's impossible to create content that actually resonates and drives engagement.

By tailoring your content to address the specific needs and preferences of your audience, you ensure your messaging is relevant, valuable, impactful, and most importantly, memorable.

To start, it's important to define who your target audience is by segmenting your potential customers on factors like: 

  • Demographics: such as age, education level, job title, and income.
  • Behaviors: How they interact with content, preferred communication channels, purchase behavior.
  • Interests: Cultural, professional, and ideological.
  • Pain points: Challenges they face that your products or services can solve.
  • Goals: What they hope to achieve, both personally and professionally.

The more specific you can be, the more targeted and relevant your content will become. You can also gather insights through:

  • A mix of market research (like surveys, interviews, and feedback) 
  • Customer data from website analytics, your CRM, and social media. These sources are great to learn what content your audience engages with most and where they spend their time online.

As you distribute content, tracking analytics is key to improving your strategy. Look for patterns in:

  • Page views and traffic sources - Where is your audience finding your content?
  • Engagement metrics - Are they sharing, commenting, or spending time on the page?
  • Conversion rates - Are they taking action after engaging with your content, such as subscribing to a newsletter or making a purchase?
  • Provenance - Where does your audience come from? What are their specific regional needs?
  • User path - When and where are your users clicking off? How much time do they spend on your content?

Remember that analytics aren’t just isolated metrics. The best you can do is to connect the dots and build a sense out of them to get strong insights.  

Craft High-Quality, Engaging Awareness Content

An effective content marketing strategy hinges on creating high-quality, engaging content that cautivates and aligns with your brand’s value proposition. In this section, we'll explore how to craft content that keeps your audience coming back for more.

Value Over Sales

One of the golden rules of content marketing is to prioritize delivering value over pushing for immediate sales. Rather than focusing solely on promoting your products or services, aim to educate, entertain, or inspire your audience. You want them to think of you as an ally and friend, not only as a vendor.

  • Educational Content: Create content that addresses common problems or questions your audience may have. This could include how-to guides, tutorials, or industry insights that showcase your expertise.
  • Entertaining Content: Engaging, lighthearted content like quizzes, interactive infographics, or behind-the-scenes videos can captivate your audience and make your brand more relatable.
  • Inspirational Content: Share stories or case studies that inspire your audience and show how your brand can make a positive impact on their lives.

Content Types

Using a variety of content types helps you reach a broader audience, as each  segment engages with content in different ways. Finding what resonates best with your target audience requires experimentation with different formats.

Here are some popular content formats to boost brand awareness:

  • Blog Posts: Blog posts are a versatile way to provide valuable insights, tips, and news. They can improve SEO and attract visitors to your website.
  • Videos: Video content can engage your audience quickly and effectively, especially when they're scrolling through social media like YouTube, Instagram, and Tiktok. Also consider product demos, explainer videos, or customer testimonials to build trust and awareness. 
  • Infographics: Visual content, such as infographics, simplifies complex information into easy-to-understand graphics, making them both memorable and shareable. In a B2B setting, infographics are especially useful as potential clients can easily share them with colleagues or include them in presentations or pitches.
  • Podcasts: Audio content allows you to connect with your audience on the go, providing a platform for in-depth discussions and interviews with industry experts.
  • Social Media Posts: Short-form content, including social media posts, can engage followers and lead them back to longer, more detailed pieces on your website.

A great tip here is to repurpose already produced content. Some of your blog posts can become great short-format videos, for example.

The key to effective content marketing is maintaining a strong, consistent presence across multiple platforms, ensuring your brand stays visible to your audience. However, this doesn't mean you should create every type of content. Instead, tailor your approach to your niche. For example, if you're selling energy drinks, traditional infographics might not resonate unless you make them fun and meme-like.

Focus on creating content that aligns with both your product and how your target audience consumes information. Timing and context are crucial. A B2B SaaS features video-pitch may not grab attention when people are casually scrolling through Instagram on a Sunday afternoon, as they likely don’t want to think about work. 

Content Tone and Style

Your brand identity and style should shine through in your content, no matter the tone. Different platforms call for different tones—YouTube Shorts often perform better with a casual, upbeat tone, while LinkedIn is more suited to a professional, formal approach.

That said, adapting your tone to fit each platform doesn’t mean changing your brand identity. Consistency is key in branding. It helps build recognition and ensures your audience knows what to expect when engaging with your content. Make sure your brand’s voice remains consistent across all channels, from blog posts and social media to videos and email newsletters.

Looking for a content team that will be the best fit for your company? Book a 15-minute call with us and learn what Postdigitalist has to offer.

Do SEO purposefully

Creating high-quality content is essential, but without proper visibility, your efforts may go unnoticed. Besides keeping the best practices of SEO optimization for your website, your efforts should be on making purposeful decisions regarding your:

  • Keyword research
  • Content quality
  • Backlink building

Keyword Research

The cornerstone of any SEO strategy is thorough keyword research. Begin by identifying keywords that align with your brand, products, and the topics you cover. It’s essential to keep your audience's pain points in mind as a guiding principle Thus, your brand will become visible to those who need it.

However, don’t fall into the trap of going for keywords that have a massive MSV, analyze which ones you can actually compete for, and that get you a spot in the higher results. In this sense, long-tail keywords may be worth giving a shot. They’re more specific, multi-word phrases (e.g., “how to use content marketing for brand awareness”) that have lower search volume but are less competitive and often lead to higher conversion rates. 

Content-Length and Quality

Search engines favor longer, more in-depth content that provides value to users. While there’s no definitive word count that guarantees a higher ranking, longer articles (1,000+ words) tend to perform better in search results. Focus on creating comprehensive content that thoroughly addresses the topic and provides valuable insights. In addition, search engines have lately been favoring content that includes multimedia, such as infographics, images, and videos.

However, length should never come at the expense of quality. High-quality content isn't just well-written or aesthetically pleasing—it’s content that speaks directly to the needs and challenges of your target audience. When you create content that addresses your audience’s specific pain points, it becomes valuable, relevant and actionable. This is the kind of content that builds trust, engages users, and ultimately drives conversions. 

Building Backlinks

Backlinks, or inbound links from other reputable websites, are one of the most powerful factors in SEO. When other sites link to your content, it signals to search engines that your website is authoritative and trustworthy, improving your rankings.

  • Guest posting - Contributing articles to other relevant blogs or websites is a great way to build backlinks while exposing your brand to new audiences. The key here is to find the perfect partner for the guest posts. You could go bottom/middle of the funnel and collaborate with someone whose content is close to the solution you offer. Or you can opt to collaborate with someone closer to the top of the funnel, like an influencer your target demographic regularly consumes.
  • Creating shareable content - The more valuable and shareable your content is, the more likely other sites will link to it organically. Infographics, original research, and comprehensive guides are particularly shareable, they provide value and are easy to reference. 

Adapt and Refine Your Strategy

No plan should remain unchanged for too long. The public can be fickle, and to maintain your brand awareness, you will need to change and adapt.

Analyzing Data for Insights

To refine your content marketing strategy, start by analyzing the performance data of your content.

Key metrics to examine include:

  • Traffic and Engagement
  • Bounce Rate and Time on Page
  • Conversion Rates

By regularly reviewing these metrics, you can identify patterns of success and areas for improvement. For example, if long-form articles are consistently outperforming shorter posts, it may be worth focusing more on in-depth content. Similarly, if certain topics are generating more engagement, they should become key areas of focus in your content calendar.

A/B Testing

A/B testing is an easy way to experiment with different elements of your content marketing strategy to see what works best. This involves testing two versions of a particular content piece or promotion with slight variations to determine which performs better.

Iterating Based on Audience Feedback

Your audience is a valuable source of insights for refining your strategy. Pay close attention to the comments, reviews, and feedback they provide through social media or other channels. Positive feedback can guide you toward the types of content that resonate, while constructive criticism can help identify gaps or areas of confusion.

Incorporating audience feedback ensures that your brand stays in tune with evolving preferences and needs. When your audience feels heard, they are more likely to engage with your content and share it, amplifying your brand’s reach.

Postdigitalist Provides You With Content Solutions

Are you ready to up your B2B startup’s growth with content that actually delivers results? At Postdigitalist, we specialize in crafting strategic, user-focused content that resonates with your audience and drives real engagement.

Our long-term approach ensures your brand stands out with consistent, high-quality articles tailored to your business goals. Don’t settle for content that doesn’t connect—partner with us and start building the foundation for lasting success. 

Check our services to know more about what we can do for you. Or contact us today to see how we can help you grow through content that works.

Not ready yet? Explore more content

Get in touch today, have a full Content Operation running in under 3 weeks

Book a free consulting call
Coffee?