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How to use content marketing to increase brand awareness – Smartbrief

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The Content Marketing Institute survey weighs in on the value of content marketing for brands.
By Seth Richtsmeier

According to an annual Content Marketing Survey conducted by the Content Marketing Institute, creating brand awareness is the top goal brands achieve through content marketing. This is followed closely by building credibility/trust and educating their audience. 
Content marketing, which brings together multiple marketing approaches – such as blogs, email marketing, social media marketing, and more – is a critical function for all brands. But it’s even more vital if you’re looking to increase brand awareness. 
By incorporating some simple tips and tricks when it comes to content, you can get in front of audiences in a fresh way and drive awareness to new heights.
 
Since it takes a consumer 5 to 7 different brand interactions before they remember you, increasing their awareness requires a lot of work. 
90% of consumers believe that authenticity is important when they’re deciding to support a brand. And there’s no better opportunity for you to display authentic values and connection points than with a content marketing strategy. 
Ready to ramp up your connection with customers, increase awareness, and drive loyalty? You need to do content marketing right.
 
The world of content marketing is constantly changing. A few years ago, we had no idea that short-form video would be the primary form of media in content marketing. But today, without video content, your brand may soon fall behind the competition.
Although the content landscape can shift at a moment’s notice, there are a few ways to ensure your brand is leveraging the power of content marketing to its full potential.
 
Content marketing is so much more than posting an Instagram Reel every few days or sending out a monthly newsletter. It takes time to figure out which channels work best for your audience, so consider a broad approach if you’re just getting started. 
You’ll need to regularly publish blog content, have a strong social media presence, curate interesting videos, and more. With so much to keep track of, strategizing can help you stay organized, understand which tactics perform best, and get stronger as time goes on.
 
Trying to market to a young adult audience? Email marketing and Facebook ads might not be the best way. 
Instead, try building a TikTok presence. Adopting user-generated content. Meet your audience where they are. 
B2B marketers, for instance, can use platforms like LinkedIn. With 94% of marketers distributing content on the platform, it’s the top social media channel for B2B brands. Getting your content to the right people is easier than ever, but you have to know where to look.
 
Since it takes 5 to 7 touchpoints for a customer to remember your brand, you want your messaging to be in as many places as possible. 
Content takes many shapes, and it’s best to use as many channels as possible, just as long as you’re seeing results. Social media platforms are commonly used to distribute content, but a strong website, email blasts that recipients want to open, and more provide multiple touchpoints with your customers. Remind them who you are.
 
Authenticity is all the rage today. Instead of a pristine, curated approach, try and be a bit more real with your customers. Consumers can see through old, tired, marketing approaches. 
Fifty-one percent of consumers say that less than half of brands create content that resonates, though 92% of marketers believe that most or all the content they create is authentic. There’s a clear disconnect from both sides, and customers are practically begging for authenticity. 
Show behind-the-scenes clips about running your business. Be vocal about your brand’s take on social issues. Don’t be afraid to use humor to connect with your audience. 
 
Though content marketing offers a much broader approach than solely using social media, these platforms are still a vital part of your strategy. You can use social media to advertise published content such as a new blog post, or you can create original content that lives solely on social media. 
Forty-seven percent of people who follow a brand on social media are more likely to visit that brand’s website. Social media is no longer optional if you want to compete in your niche.
 
One of the most powerful tools you have at your fingertips is data. With more access to data than ever before, you can leverage your website’s traffic, consumer behavior data, social media metrics, case studies, and so much more to adjust your approach to content marketing.
Take the time to understand the digital metrics that can propel your brand to the top. Data is a superpower that every brand has access to, so use it!
 
Subscribe to SmartBrief’s FREE email newsletter for the latest marketing insights. It’s among SmartBrief’s more than 250 industry-focused newsletters.
 
Read more about content marketing on SmartBrief.com:
3 content marketing trends for marketers to watch
How to advocate for a bigger content marketing budget
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© 2022 SmartBrief, is a division of Future US LLC, 1100 13th Street, Suite #1000, N.W Washington, DC 20005. All rights reserved.

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