The online marketing buzzword – “Content is king” is becoming more and more relevant. A well-crafted content educates potential customers about your products or services, nurtures prospects and improves conversion rate. Whether you wish to use PPC ads or search engine optimization techniques to reach your target audience, content is the first point of contact to deliver your brand message. The more engaging the content, it motivates the user to know more about your products or services, thus increasing the visitor’s chances to take the intended action.

With a proper content marketing strategy, you can rank your website higher on the SERPs, thus generating leads, improving return on investment, etc. It helps your business build brand awareness and convert visitors into customers when they reach your web page. For businesses already running SEO campaigns or willing to start, brand awareness is essential and content marketing strategy would be of great help in this regard.

How content marketing impacts brand awareness

Your content marketing strategy should focus on having content that resonates with the users’ intent. The content on the website plays a crucial role in making the user navigate through different sections. Having great content about products or services in your SEO content allows you to increase users’ trust with your brand message. The users believe that the product or services you are offering are in sync with the results displayed on entering the keywords or search terms.

The brand message plays a crucial role in increasing the user’s trust in your brand name. The stronger the brand message, the higher are the chances that the user will be in touch with your business in the long run. The more satisfied your users are, there are high chances they will share feedback of the product or services with their friends, family, etc., thus helping in peer-to-peer marketing.

The SEO content should constantly be updated to improve the e-commerce conversion rate, generate leads, increase website traffic,  etc. E-commerce trends keep updating, so you should create content that has excellent product page descriptions. The content marketing strategy plays a very crucial role in industries like e-commerce, traveling, etc. These businesses have ever-evolving products or services. You should focus on having quality website content to keep the interest of the user engaged in taking the intended action. Whether you have e-commerce PPC ads or a search engine optimization strategy to reach the target audience, you should create unique content, have eye-catching call-to-action, and make user navigation easy so that they end up making a purchase.

In your content marketing strategy, you need to create content that highlights the unique qualities of the product or services so that the users get to know how your brand message is different from your competitors. The website content should clarify to the niche marketing what features make your product or services different and why they should consider your brand message over competitors.

The website content should not only be informative but should also display the product descriptions from various angles, should provide links to relevant pages, etc. Just as in PPC ads, you can use Google Display Networks to run display ads; similarly, you should focus on link building in your SEO content marketing strategy. Your content should be authentic, which boosts the chances of affiliate marketing and helps in link building to get quality website traffic. The users believe that if other platforms provide links to your website, the product or services must be trustable. It helps to increase your brand message to other online platforms, increasing your website brand awareness, leading to an increase in website traffic and increase sales for your business.

Content strategy to build brand awareness

Content marketing strategy to build brand awareness

  • Understand your target audience – The first point to have in your content strategy is to understand your audience. All the advertising efforts in the digital marketing world are made keeping the target audience in mind. Whether it is pay-per-click planning or SEO planning, you should create content keeping the target audience in mind.

The website content is your first point of contact that delivers your brand message about the products or services. The target audience is the users you need to connect with, so all your content needs to be catered accordingly. You need to understand what type of content drives more website traffic and then include it in your content strategy. You can even prepare an SEO report to get insights into the audience’s activities and then prepare website content accordingly. The website content is present 24/7, so you should consider SEO trends in your content marketing strategy. You can even ask questions, post FAQs and include chatbots on your website so that none of the user’s questions is left unheard.

Understanding your target audience helps deliver the brand message more simplified. For e.g., Facebook Ads target users mostly connected with friends and family. LinkedIn Ads are used for professionals, c-level executives, etc. Content marketing is thus done to keep what types of posts the user interacts with most. Some users prefer reels; some users prefer small informative videos; some prefer text posts, etc. You can perform demographic targeting to know where your target audience comes from. This would help you prepare website content based on location, age, etc. so that the content is appealing as per the users’ interest.

With Google Analytics, you can figure out what the target audience is looking for, what type of website traffic is driven from link building practices, etc. This audience targeting would give a clear insight into where your target audience spends most of the time on the website. You can then leverage content strategy according to that platform to reach your web page’s relevant audience. You should also consider optimizing your website for mobile devices. Since the launch of mobile-first indexing, it has become even more critical to have a website presence as it helps in having a better website ranking on the SERPs. The data-driven SEO report would help you work on content strategy as per the users’ intent and make them keep coming to your website.

Increase target audience - Facebook meta

When you create content for your website, you should ensure that none of your website content is repeated. The specific information like your business information, location of your business is unique. Similarly, it would help if you focused on creating unique product descriptions. There are reasons why unique content is essential. It provides value to the readers.

Search engines like Google and Bing value unique content that provides the best experience to their searchers. Users or clients do not want to have to read the same repeated stuff, again and again, so unique content increases the chance of the visitor to move down the marketing funnel. It also helps to improve ranking on the SERPs. Suppose you have a huge amount of duplicate content. In that case, the search engine may not prefer crawling and indexing your website, meaning it won’t show up in the search results, even if all other elements on the website are SEO-friendly.

In your content marketing strategy, when creating content for your social media platforms, you need to have unique points that separate your description from your competitors. You should have enticing content that makes the user click on it. However, on social media platforms like Twitter, duplicate content is not severely penalized as the platform itself offers the option to repost. However, quotations and sayings from famous personalities are not considered duplicate content. Some of the tips to create unique content are:

    • Complete research from various sources and choose relevant keywords when writing a blog article, social media post, etc.
    • Writing from the user’s perspective in own words.
    • Avoid copy-pasting from reference websites.
    • Using a unique style of writing to convey the brand message.

Brand awareness strategy - updated content

  • Include videos – In your content marketing strategy, you should focus on including videos as they quickly convey the brand message to the target audience. Video-based content marketing is when brands provide video content to raise their online presence. This becomes even more important when using social media platforms to reach the target audience.

Online marketing platforms like Youtube Ads have shown video-based content’s importance. Videos are easy to understand and last long in the user’s mind. You should focus on creating video-based content and consider describing your products or services in story form so that the user grabs the description easily and quickly. You can post the video in the short form for different services or products so that the users do not have to read multiple web page sections.

Video content provides the user with various descriptions and they even get to have a 360-degree view of the image at the same time. With a proper SEO plan & strategy, video content can be a powerful way to deliver a brand message. Some of the advantages of video-based content marketing are:

    • Influences buying decisions.
    • Return on investment increases.
    • Users have a virtual overview of what they are going to get after making a purchase.
    • Get more backlinks.
    • Improves conversion rate.

Use videos to strengthen brand message

  • Use of social media platforms – Social media platforms like Facebook, Twitter, YouTube, LinkedIn, etc., are a great way to promote your message to the target audience. Social media promotion is increasing as more advertisers use this to reach their potential customers. With nearly 4.48 billion social media accounts and growing, you cannot miss the opportunity to reach a wide range of users.

Social media platforms are great to have in your content marketing strategy to increase website traffic. On these platforms, you have to post articles, content related to your product or services, etc. So, you need to focus on the fact that your content is appropriately written, as even a slight mistake can negatively impact brand recognition and lower your website ranking. E.g., Facebook is a platform used mainly by friends and family, so even a minor Facebook advertising mistake could cost you many users. In your social media marketing strategy, you need to focus that your posts, news feed, stories, reels, etc., all have the content as per the user intent so that they make a click on them to reach your webpage. Social media allows users to share their comments and opinions, so you need to satisfy the user, keeping in mind what they are looking for so that other users have a positive impact of your offerings.

social media to strengthen brand message

  • Seasonal content –In your content marketing strategy, you need to constantly innovate new ways to keep the target audience’s interest engaged with your product or services. In the digital marketing world, keeping your advertising strategy in sync with the marketing trends is of utmost importance so that the user keeps visiting your website time and again. This is where you should create seasonal content and provide the users with the latest SEO trends. Seasonal content is a great way to add variety to your offerings and capture the user’s action.

The content strategy should be real-time as the seasons are not long-lasting and you can consider adding terms such as ‘Limited-time offer’, ‘Holiday savings’, etc. The seasonal content can best be used at holiday times like Black Friday, Labor Day, Christmas, Thanksgiving, etc. So when advertising during the holiday season you should focus on the fact that your website has that seasonal effect present to provide the user with a holiday or festive vibe.

Seasonal content marketing aims to make sure that the user thinks of your brand first when they wish to buy a product or avail of services that you offer. You need to focus on link building, B2B marketing, B2C business, etc., to increase website traffic to your website during the holiday season. Seasonal content is often more shareable than regular content, as the users which to inform their close ones about the discounts or offers being offered. Some of the points to focus on when you create content for the holiday or festive seasons are:

    • Align your products or services with the users’ sentiments around that time of the year
    • Partner with other industries or brands.
    • Focus on offering products or services that resonate with the users’ needs.
    • Appreciate your top tier users
    • Capitalize on user behavior.

Closing thoughts

Leveraging content to deliver your brand message to the target audience is helpful in your SEO plan & strategy to have the highest return on investment. Content is only valuable when it engages the user to move ahead on the website and finally take the intended action. So, you need to make sure that the content is new, interactive and engaging to make the user click on it. Content marketing is not a one size fits all concept and you need to create content depending on the type of business you are running and the target audience.

Be it whichever time of the digital marketing world, the content will always have a major role and you need to work on SEO content strategy accordingly. For instance, Facebook changed its parent company name to Meta to embrace the metaverse world. Digital marketing at the times of coronavirus had significant changes and there also content marketing had a crucial role to play to engage the user with your brand name. To have a strong online presence, you need to focus on user-generated content and solidify your brand image. If leveraging content to strengthen brand message is a cumbersome process, getting in touch with a digital marketing agency could be beneficial. The marketing experts help increase your brand recognition. They have proficiency in SEO metrics like digital analytics, web design & development, SEO audit, SEO copywriting, etc., to increase online sales.

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