How to increase brand awareness through content advertising?

@ Benjamin Hrkić | 31. 3. 2020

Due to the current crisis, many companies are facing a decline in labor or turnover. The result is unused working hours, which arouse the spirits of anxiety in many entrepreneurs. But now is not the time for fears, but for a thorough evaluation of the work done so far. This includes your brand awareness.

Brand awareness is one of the most important aspects of running a business. It can be argued that it directly affects the amount of customers and clients that a company gains or loses. Raising brand awareness doesn’t happen overnight, as we talk about the process of months in some cases even years, yet we need to consider this as the foundation of any successful business. One of the best ways to raise awareness is to use content advertising.

Why is brand awareness important?

Brand awareness reflects the level of consumer awareness of your business and the message it sends to the world. We are not just talking about the visibility of your logo here, but about the concrete story of your brand. It is crucial to set up a relevant story based on a clearly set vision, an ambitious mission and unwavering values. Brand image is very important, as consumers are much more likely to buy from brands they know and, above all, trust. It is the latter that generates a loyal audience, which should be the ultimate goal of any profitable business.

Not every platform is suitable for every product and every audience, but appropriate platforms are certainly a real treasure in reaching an audience and promoting a brand.

How does content advertising affect brand awareness?

Strong (current, honest, informative,…) content allows you to show your customers what your company and your brand really represent. Awareness is not just about whether your audience knows your name, but how well they understand the qualities that make your story unique. If you want to differentiate and position yourself as unique, your content must also emphasize the features that will set you apart from the competition. The goal is to share details that will clearly state what sets you apart from others in your industry. Show potential customers why they should choose you and not the competition.

How do I use content advertising to increase brand awareness?

Raising brand awareness is certainly not an easy and one-dimensional process. Therefore, here are 7 key steps:

Understanding your audience

Understanding the audience is the first step in creating any marketing strategy. We’re talking about a community you need to connect with. You can only do this with carefully selected content. In order to be successful, we need to ask ourselves some key questions about the behavior of our target audience, and thus provide ourselves with personalized content. This will bring us the desired results.

Set a strategy

Once you have mastered your audience well, you will need to set a clear strategy for successfully reaching your target audience. The key is to focus on your story (especially the unique components) and choose the “right” channels for communication. Like all stories, your tail and head must have, so without a time plan or. The “schedule” of posts will not go.

Write blogs

There are many benefits to writing a business blog. If you don’t already have one, we recommend that you create one as soon as possible. It gives your company a voice in your industry and can be a valuable tool to raise the profile of your brand. It is important to produce fresh content that will be thematically interesting to your potential customers.

Be part of the community

Customers love to buy branded products that implement their values in the real world and thus give something back to the local community. If you are an active member of your community, this can be very valuable to your content and marketing strategy. You can use collaboration with local stakeholders to raise brand awareness by highlighting it in a variety of formats in your online content.

Send e-news

Sending e-news is one of the best ways to keep your business in touch with a loyal audience. Here it is important that you are up to date and creative. As part of the messages, you can promote sales, thank you for your loyalty, communicate important news…

Use social networks

Not every platform is suitable for every product and every audience, but appropriate platforms are certainly a real treasure in reaching an audience and promoting a brand. A key segment of social media is the factor of user-generated content. If you serve your story in a creative and unique way, it can transcend the boundaries of a set audience. Users can share their comments and opinions, to which you can respond and thus establish relationships with your potential customers.

Analyze your results

Understanding and monitoring your success is one of the most important parts of your plan. If you analyze the results of different marketing strategies, you will be able to understand which techniques work and which do not. This will allow you to improve your marketing strategy.