Brand awareness has become a big priority for marketers. Especially with the online world making every aspect of owning a company, all the more competitive.
Content writing and storytelling is being used productively, especially for brands, to really promote themselves. A strong online presence is crafted by creating captivating articles and blog entries.
Excellent content writing can share your brand across multiple platforms. Have you ever heard the saying, “It only takes one post to go viral.”?
Did you know that almost half of all 18-49-year-old people get their information and news online? More importantly, these numbers continue to grow, which is why businesses should invest in their online presence.
Below, we look into the world of brand awareness and how excellent content writing can be for your marketing efforts.
Why does brand awareness matter?
Brand awareness is essentially how familiar consumers are with your company and your message.
It’s not as easy as your audience just recognizing your logo – it all boils down to the understanding of your brand and what you represent.
It’s important because consumers are much more likely to purchase/use a brand that they trust, not just recognize.
Publishing useful and informative content ensures that your position in the industry is secured.
Content marketing impacts brand awareness massively. This pushes your company past consumers just knowing the name of your brand – it’s about how they understand your brand, and what makes you unique.
Obviously, your content needs to highlight these qualities and set your brand apart from all your competitors.
You could use your company’s blog to share your intentions, ethics, and interests. This would not only help others find you (through the power of SEO), it would also allow consumers to feel more connected to you.
Create a brand style
Just like every other publication, you need to create some form of a style guide.
This will help you and your team to achieve the right tone – keeping your brand’s tone and message consistent.
For this, you should get everybody that would be contributing to your content, and decide everything from:
The phrases that you use
- Casual vs. Formal
- Font choices
- Sentence structure (long vs. short)
- Word choice
- Should you use slang?
- Is your tone more authoritative or humorous?
- What are the words you should avoid?
It’s also smart to craft some sentences together, just as an example. You could also consider yourself or somebody else becoming an editor – this will ensure everything helps your brand succeed.
Know your audience
This actually works in tangent with the above point. To decide on the tone and content, you need to know your audience.
This is one of the first steps that you need to make when creating a marketing strategy.
After all, this is who your content will be for.
For this, you should know the demographics of your audience (or your target audience).
Once you know this, you’ll be able to best decide how to structure and write your content in a way that will appeal to them.
For instance, if you’re a wedding planner, your content will primarily focus on newly engaged couples – in this case, you will tailor content to brides and grooms. Prove to them that you’re an expert and that you’re committed to providing only the best experience.
You should also do research into your audience’s online inclinations. Try to find out where your audience shops and the blogs that they already spend time on.
This way, you can emulate (and improve) content, that will undoubtedly appeal to that audience.
Check out which pages your audience spends the most time on at the moment.
Create a content strategy
Once you’ve created a style guide, and you’ve researched your audience, it’s time to craft a great content strategy.
This will be so much easier once you have a solid understanding of your audience.
Your content strategy should be lengthy and detailed – this way, you can ensure that you only achieve the best results. Especially for your brand awareness.
Your content strategy should include
The channels that you’re going to use – Will it be the site pages, blog posts, e-books, or downloadable guides?
A schedule – How often will you post. Find out when your audience is the most active.
Brainstorm content ideas – Have a list of titles and ideas ready to be executed.
Decide your goals – What do you want to achieve from this? More engagement? More sales? More traffic?
Allocate resources – Where will you find your information from? Also, who will write this content? Will it be freelancers, your internal team, or you?
Once you have your content strategy planned out, the only next step is to start creating. We give our top tips below.
Use a blog
Of course, everybody’s content strategy is subjective. However, a blog works for everybody’s niche and industry.
A company blog is such a significant benefit to a company, it ultimately gives your company a voice, which is essential when trying to raise brand awareness.
To ensure that your blog is successful, you should always produce new and unique content. No copying.
If you post the same as your competitors, you won’t stand out. We know it’s challenging to come up with new ideas – but that extra bit of effort really is worth it for the results.
Find new angles on any story – break it down. There’s always a unique story in every other story.
Always choose topics that your audience will be interested in, too. This way, you can be sure that they will click on it, and hopefully, share it.
Take a look at what your competitors are posting. Consider what they’re doing well and where you think they could improve.
Always make moves that will position you above your competitors. Always try to be one step ahead with your blog. This will direct awareness from one company onto you.
Engage with your community
To really get your brand across multiple different platforms, you have to participate in the community,
Customers love purchasing from a brand that shares their values and also engage with them.
If you’re an active member of your community, you’ll automatically be in the mind of those who follow you.
Use your community to not only promote your brand but to support them. The internet is a relatively transactional place – if you help somebody, they will return the favor further down the line.
Post photos, videos, and statuses. Get involved in forums and other platforms that you know your community is active on.
Remember, content writing also includes writing captions, comments, and status updates.
Use email marketing
Another lesser-known part of content writing – emails.
No, we don’t mean you should send out lengthy paragraphs – this would be counterproductive. You should, however, use email marketing to your benefit.
You can inform your subscribers about your company, and provide them with all the content that you’ve spent time writing.
For instance, if you write a series of blog posts, you should consider compiling them into a newsletter. This will give your audience a one-stop-shop for all the articles and content that you’ve created.
It’s estimated that 59% of B2B marketers say email is their most effective channel in regards to revenue generation.
Sidenote: Tuesdays are supposed to be the best day of the week to send an email, but look into your own analytics to confirm this.
Use social media
Content writing has so many benefits – one of these is that it gives you great content for your social media platforms.
Make sure that you post all your content on Facebook, Twitter, and Instagram. This is a surefire way to brand build and reach a broader audience.
Encourage your users to share your content – this will ultimately share your brand, too.
Social media platforms are the best for content marketing, as it allows you to bond with your followers, but also reach your followers’ friends. Every time you post, you’re opening the door for your content to go further.
After all, the reason you write all the fantastic content is so that you reach people. This ensures that you get the absolute most out of the content that you write.
Don’t forget, you can always post old content, too. Share relevant articles and valuable information every couple of months.
Don’t ignore your follower’s comments and opinions. This will ensure that you make user-friendly content and build relationships.
Titles and headlines are essential
Compelling titles are absolutely necessary when it comes to content writing.
That’s why “clickbait titles” are so popular at the moment – even if they’re not well-respected. Of course, we would advise that you stray away from clickbait tiles, especially if you’re trying to build your brand.
So, how can you create compelling titles that your audience just won’t be able to resist?
Make sure that your title not only explains what your article will be about but not in a long-winded way.
For instance: 13 Instagram strategies that really work
This title ticks all the boxes – it has a number (which makes for easy following), explains what the article is about, and offers a promise that’s too good to ignore.
Once you have the title out of the way, the rest of the article will flow a lot easier. For this reason, you should decide on the title before you plan the actual content.
Statistics, how-to’s, promises, and mystery all work really well for titles.
Write to one person
Think about it; how do you read content online? You rarely read it with a group of people. When you do read a blog or article, you’re likely not thinking about anybody else reading it.
With this in mind, you need to write for one targeted reader, rather than a group of people. That one person is basically a metaphor for the rest of your readers.
We recommend that you create an individual persona and focus directly on that. This is a quick way to find the perfect voice and tone for your content and make it all-around more powerful.
Content written with one person in mind will engage with the audience better. It makes every person reading it to feel a personal connection – this will inarguably be amazing for spreading brand awareness.
A sure-fire way to do this is by including the word “you.” Yes, it’s really that simple. This will create a connection, and make readers feel like the content was made for them. Believe it or not, but as humans, we’re all driven by ourselves – readers don’t necessarily care about a business, they just want to be provided with value.
Shift the focus from yourself (or your company) and on to the reader. You’ll start to see results.
This might seem slightly counterproductive, but you could consider shaking things up a little bit.
If there’s a topic in the news that’s a little controversial, you could consider tackling that tough topic. The reason? You have a greater chance of going viral.
This type of content should not be taken lightly. Don’t post a controversial opinion just because you think you might get attention. With the internet and “cancel culture,” there is such a thing as bad press now.
Don’t post offensive, outlandish content just to gain attention. You should only ever post controversial opinions that match your brand and are heavily backed.
Still, keep it quite lighthearted. Perhaps you write an article going against a current trend in the industry. No doubt, somebody will have a similar opinion to you.
Always back up your opinions with sources and accurate data. We don’t need to tell you, either, but don’t write content that is insulting to spreads hate.
Sidenote: when you decide to publish controversial topics poorly, it can easily backfire. Be respectful and always consider two sides to an argument.
For instance, if you want to write a story on why starting a business isn’t the best thing – your angle should be “Starting a business isn’t for everyone, and that’s fine.”
Don’t forget about the importance of graphics in your content.
Nobody likes reading large paragraphs, without any type of break.
Also, graphics can provide extra information which backs up your writing. For instance, infographics and charts can explain a point, way better than words ever could.
Most content writers will agree that infographics are the most effective visual assets. However, if they’re relevant to your brand and message is subjective.
Split up your writing
In the same breathe, as readers don’t like just reading plain text, you need to split it up.
Use subheadings and bullet points to improve the readability of your articles.
Don’t forget to use your analytics
To ensure that your content is working for you, you need to check your own personal analytics. This way, you can decide what works well for you and your brand, and what doesn’t.
This is an essential part of your plan. This will help you understand how different techniques and strategies work.
Google Analytics is the best platform for understanding your data – including how well your content is doing online.
Track which pieces of content are bringing you the most traffic, and which channels are helping you out the most.
Content writing can provide you with so many benefits. Though writing might not be something that comes easy to everybody, there are specific hacks you can follow to make sure that it’s successful.
Great content can help you cement relationships, increase your brand’s visibility, and create more leads.
Using the above tips consistently in the future will ensure that your content reaches the right people, and makes the right moves. Soon, you’ll be able to create organic traffic without a thought.
Kristin Savage is interested in writing and planning to publish her own book in the nearest future. Also, she has been a reviewer at Pick Writers for a few years and is known for her thorough approach to accurately assess newcomer translation services. You can find her on Facebook.
Disclaimer: This article is not a substitute for advice from a trained professional. By using this website, you agree that DesignFreeLogoOnline cannot and will not be held liable for any action taken as a result of using the information in this article.