3 Ways Content Can Build Brand Awareness
Developing and implementing quality content is time-consuming and challenging. With that being said, it can be a powerful branding tactic for small businesses to leverage. Here are three ways content marketing can build brand awareness.
Invite people in
Relevant and creative content is a great way to invite consumers to your website and social media accounts to see what your company is about. Just “Google it” is a common phrase we hear these days. By developing content you can create an online door for users to come through and learn about products, services, and your brand’s style. According to Havas Group’s 2017 Meaningful Brands study, 84 percent of people expect brands to create content. If your content is good and brings value to users, your content will gain likes and shares which in turn will invite more users to explore your brand.
Brings consumers value for free
Content gives consumers free information and advice that they can use when making decisions. The average person consumes 11.4 pieces of content before making a purchasing decision, according to Forrester. Creating content for your product or services allows consumers to gain information and ask questions. For example, social media platforms and blogs let users comment on their opinions or ask questions on posts. By creating content that opens up discussions, you can create an opportunity to engage with consumers answering their questions and adding to their opinion (remember to be respectful and moderate for trolls responding controversial opinions offline). Giving consumers information and answering their questions can help customers make a buy decision by making them comfortable with their choice before making the decision. The value consumers gain from your free content can lead to consumers remembering the value your brand brought when it’s time to make a buying decision.
Keeps your consumers in mind
Once you open the door and invite a consumer in, it is important to bring them continued value. As your brand gains followers, subscribers, and customers, they will begin to consume your content at a high rate. This means seeing your business pop up in their social media feed and email. Adobe’s 2017 Consumer Email Survey found that 40 percent of respondents want emails from brands to be less promotional and more informative. This goes for creating social media and blog content as well. Consumers can sniff out a sales pitch from a mile away and nothing turns consumers away from a brand more than constantly being sold to. So it is important to produce valuable and informative content on a schedule for your fans to continue to consume.
In conclusion, content marketing can be an extremely powerful strategy when developing brand awareness. It will allow you to reach consumers and give you the opportunity to convert them to new customers. By providing valuable information and advice, which will likely lead them to be consumers remembering your brand, will help when making a buying decision.
About the Author
Ryan Peplowski is a Website/SEO Manager at 898 Marketing. Ryan implements web, search engine optimization, and content strategies throughout various internet and social media channels for 898 Marketing and it’s clients. Ryan is a native of Youngstown, Ohio, and a current student at Youngstown State University. He will graduate from YSU in the winter with a Bachelor of Arts in Communications and a minor in Business Marketing.