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Brand awareness is the cornerstone of how customers perceive, value, and remember your brand.
With all the work you put into developing, designing, and defining your brand identity, it is essential to know if your audience is noticing it, how they respond to it, and what impact it has on the customer journey.
Brand awareness sets the stage for increased sales and customer loyalty. Best of all, you can employ content marketing strategies to help boost it.
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How you present your brand across different channels matters — a lot. When your audience interacts with your company online, they should immediately recognize your brand identity through its content.
Before promoting brand awareness, ensure your website, social profiles, and brand-related materials display a consistent brand voice. They should be cohesive and accurately reflect your brand identity, personality, and values.
Identify strategic partnerships for co-marketing or co-branding. Partner with brands to leverage each other’s audience and increase brand visibility. Ideally, choose brands that aren’t direct competitors.
Best practices for collaborations include:
You don’t need to be a big brand to launch a successful collaboration campaign. Collaborations are everywhere for a reason; they benefit both brands and bring something fresh to audiences.
The idea behind influencer partnerships is similar to brand collaboration. You connect with someone else’s well-established audience and broad social reach to extend awareness of your brand.
By connecting with an influencer, you expand credibility and brand awareness through someone else’s content and the trust they have established with their audience. This creates a positive association with your brand.
It’s important to align with an influencer who is a good match for your brand, can represent it authentically, and speaks to the customers you want to engage.
Brand awareness builds on trust, so making the right connection is key. Forbes Agency Council recommends researching influencers to find the right fit for your reputation and business. Another great way to manage an influencer marketing campaign is by working with an influencer marketing agency.
Similarly to brand collaborations and influencer partnerships, guest posting on established blogs and websites can expand your audience and increase brand visibility. The same idea applies to swapping content on podcasts or in newsletters.
You can publish content on someone else’s reputable site to gain visibility with their audience, or you can host guest content on your site to bring that author’s audience to your site. In addition to increasing readership, you can gain new backlinks, establish thought leadership and authority, and improve search engine ranking — all of which boost your brand awareness.
Craft content that shows how well your brand knows its stuff. Publish genuine, authentic content on subjects that are important to your audience. Offer a unique perspective and deliver insight, expertise, and helpful information.
Audiences remember the content that solves their problems, gives them a fresh perspective, and reflects the trustworthiness and expertise of a subject expert. This establishment of trust and credibility is critical to brand awareness.
Thought leadership articles should be fun to write, too. They are your brand’s chance to really show what you do, why you do it, and how you benefit your customers.
Share valuable content with your audience at no cost. Lead magnets offer incentives for your audience to share their contact information (the lead) in exchange for helpful resources (the magnet).
Downloads such as e-books, templates, and checklists are great examples. A lead magnet could also provide access to exclusive recorded content, such as podcasts, webinars, or training sessions.
The better the quality and the more useful it is, the more positive associations it brings. And if your audience really loves it, they may even share it, which expands your reach and brand awareness.
A big part of building brand awareness is building trust. When your audience understands and appreciates the expertise, experience, and benefits your brand provides, they are more likely to trust your brand and consider it when making a purchasing decision.
By sharing testimonials, case studies, and positive stories, you provide authentic social proof that your customers had a great experience and feel they made the right choice by trusting your brand.
There are few better ways to build credibility and trust than sharing real-life stories throughout your content. Testimonials can be shared by text, audio, or video. The more personal and relatable the story, the better.
Forbes recommends sharing these positive stories repeatedly, as the repetition of positive stories leads to brand awareness.
When it comes to brand awareness, strategy is everything. Consider which approaches to prioritize for your brand whether that’s through collaborations, guest posting, thought leadership, lead magnets, testimonials, or a combination of each method. Then, after establishing a strategy and clear plan, document, measure, and adjust based on the results.
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Then, get more insight on how to boost your brand’s content marketing:
