How To Create Engaging Content To Boost Brand Awareness

Brand awareness is otherwise known as market familiarity, or how well the public knows your offerings. No matter how brilliant your product or service may be, it won’t get enough traction without your prospects knowing you exist. 

Thus, boosting brand awareness is a priority for every small business and start-up. This fact holds no matter where you may be in the world. Whether brick and mortar retailer in the United States or a business-to-business enterprise in the United Kingdom. If you belong to the latter, it helps to seek the best content marketing agencies London can offer to establish your marketing strategy. 

Increasing digital visibility is a tall order, considering the fierce competition online. If you’re wondering how to stand out in the industry from the get-go, here are some ways to create content that catches and keeps consumers’ attention.  

1. Identify Your Key Messages

The first stage in brand awareness requires the development of the key messages you want to send out to your prospective users. As a new player in the industry, you must introduce your brand, the values that you believe in, and compelling call-to-action messages. 

• Introduce Your Brand and The Values You Believe In 

Before offering any products and services, your audience must know your brand first. Consumers tend to transact only with trusted brands, and giving them a reason to believe in your company should be your core digital marketing strategy at this stage. Refrain from pressuring your potential buyers, which may discourage them from actually doing so. 

• Provide Compelling Reasons Why They Should Buy from You 

 After identifying your customers’ pain points, explain how you may be able to address them and why you’re the best choice. Instead of focusing on the product features or service inclusions, stress how your offerings can benefit them.  Provide relevant content packed with information to establish your authority and highlight the advantages of your dealing with your business. 

2. Develop Your Content Strategy 

Once you’ve identified your key messages, ensure that your audience is ready to devour your content by following these steps: 

• Identify your target audience and research their preferences
• Set key performance indicators to know which strategies are working 
• Analyse your competitors and their content strategy, especially when they’re starting out
• Perform a keyword analysis to know which words to target
• Brainstorm content ideas
• Identify the types of content that your target audience prefers
• List all the channels and platforms where your users spend the most time  
• Make a content calendar
• Link with high-ranking websites and publish guest posts
• Consider working with influencers in your niche to boost your search ranking  

3. Use Different Types Of Content To Increase Engagement    

Create different types of content to connect with your audience. Then, use analytics and compare it with your KPIs to know which content has the highest engagement. Here’s how you may use content to increase brand awareness. 

• Blog Posts 

Writing articles is one of the best ways to introduce your brand and enhance consumer awareness of your company. As your audience isn’t ready to make a purchase yet, it’s best to discuss topics that may be in their heads before deciding to buy from you. For instance, if you’re a landscaping company, write an article explaining the best time to have your lawns mowed. Additionally, use search engine optimisation to make it easier for your prospects to find your content and rank it higher on the search engine results pages. 

• Videos 

Creating videos that introduce your company and your brand values is another way to connect with your target market. As an introduction, you can show how your products are made. If your company is in the service industry, consider making how-to videos to show that you understand their struggles and can help address them. Always show your website uniform resource locator (URL), other business accounts, and links to some of the content pages that deal with the subject or are related to the video content.   

• Social Media

Using appropriate hashtags, memes, and other social media content will help you create a community of prospective clients. Attach images, gifs, and video clips alongside short texts that are highly relatable to your consumers. In creating a community on social media platforms, the goal is not to engage in hard selling but to find like-minded members who can support your brand values and advocacy. While posting about your products and services is allowed, don’t overdo it.      

• Downloadable Content 

Well-written newsletters, white papers, and e-books are highly engaging and valuable to your audience. They help generate leads because interested consumers will have to provide their e-mail addresses to access the content they’re interested in. 

The Bottom Line

Creating engaging content needs careful planning and understanding of your audience’s needs and wants. After identifying these needs, you’ll then be able to develop your content strategy and create content that’s both unique and relevant. By coming up with such content, you’ll be able to gain a foothold in your industry and attract more clients.