How to Build Brand Awareness with Content Marketing

Hubspot defines brand awareness as, "how familiar your target audience is with your brand and how well they recognize it.”

Think of brand awareness as a spotlight that illuminates your company and its products/services to your target audience.

The more people hear about your brand and see your name in the news circuit and on social media, the more awareness you’ll generate for your company.

And, the more people that know about your brand (for good reason), the more likely they are to do business with you when the time’s right for them.  In this blog post, we discuss:
  • The importance of brand awareness for companies
  • How to use content marketing to build brand awareness
  • Easy-to-use tips to start building brand awareness today

Why is brand awareness important?

As a marketer, you hear and read about the importance of consistency often.

Whether it’s consistency in your social media posting or your optimized blog content creation, consistency is what fuels your content marketing machine.

This notion was validated by Lucidpress as it shared in its State of Brand Consistency report that branding consistency can increase revenue anywhere from 10 to 20%.

Consistency in branding is pivotal in generating awareness that leads to sales.

Brand awareness opens and holds the door for consumers to enter your marketing funnel.

It keeps your company top-of-mind with your target audience.

Think about it.

At some point in your life, you’ve likely been persuaded by the power of brand awareness.

The Stanley Tumbler is a perfect example. Last year and still in 2023, this water bottle continues to capture people’s attention and wallets.

How is this possible

The brand uses the persuasive nature of consistent brand awareness to its advantage.

Whether a major influencer is posting about it or your friend from yoga class walks into the studio with it, the Stanley Tumbler is everywhere. In fact, the hashtag #stanleytumbler has 167.7 million views on TikTok.

For Stanley Tumblers, in particular, the product is top of mind with consumers.

So, whether they buy it out of impulse after seeing someone they admire and trust with it, or they hold off until they actually need it.

Brand awareness is what makes Stanley Tumblers pop into people’s minds when they’re in the market for a new water bottle.

Though this is just one example, it brings to life the idea of how important brand awareness is to the success of a company, no matter the industry.How can you begin to build brand awareness for your products/services?

Two words – content marketing.

How to Use Content Marketing to Build Brand Awareness

Blogs, emails, press releases, social media posts, videos, and white papers are all examples of content marketing initiatives.

Content marketing helps brands create and distribute useful and valuable content that’s intended to educate, inform, entertain, and attract the target audience’s attention.

Whether you’re new to content marketing or need to refresh your efforts, here are some ways you can use content to build brand awareness:

Press release distribution - Whether a brand’s sharing an upcoming event, a product launch, or hiring a new executive, for example, press releases are like a megaphone for a company’s message. Consistent and strategic press release distribution can help bridge the gap between a brand’s content, the media, and its target audience.

Blog posts - A study by Hubspot found that business blogging leads to 55% more website visitors. Blogs give brands the platform to share their expertise, build credibility, and showcase their knowledge to their target audience. Maintaining a strong blog presence also serves as pillar content for a brand. For example, you can take a blog post and pull important parts to create social posts, teasers in email campaigns, a press release, or expand on the topic and create an educational resource.

Social media marketing - As of 2023, there are 4.9 billion social media users around the world. With the attention glued to social media, brands like yours have the opportunity to connect and build strong relationships with your target audience. This can be done through the consistent creation of valuable content on the social platforms your audience spends the most time. Supplement your content with engagement to show that you’re an active member of the community. Do this by responding to comments on your content and taking time to leave thoughtful comments on other users’ content as well.

Since people buy from familiar, trusted brands, developing and executing a content marketing strategy that includes these three initiatives and more is an excellent way to build awareness and create brand equity.

How to Use Content Marketing to Build Brand Awareness

It’s one thing to talk about brand awareness tactics and it’s another to actually show you how to use them. In this section, we’re sharing strategies you can use to build brand awareness.
1. Improve SEO
Search engine optimization (SEO) is the axis on which our content marketing efforts turn. Everything we write and publish should take SEO into account.

Although we’re writing for humans, we have to keep the robots in mind too. This helps elevate our content to the first page of search results.

Who are these robots we’re talking about?

Search engines use spiders, or bots, to constantly crawl the internet for new, fresh content from websites they can index.

When a website page gets indexed, it appears when a user searches for a specific keyword.

That’s why, the more content you create and publish, the more chances you have to give those spiders what they’re looking for.

And, when you give the spiders what they’re looking for, they’ll present your content to your target audience.

2. Earned Media
Perhaps one of the most effective ways to build brand awareness is by securing earned media mentions.

Earned media is any content or coverage a brand receives that they didn’t pay for or create themselves and can come in the form of feature articles, guest posts, interviews, mentions, and more.

Think of earned media like word-of-mouth marketing.

When someone (in your inner circle or a popular publication) you know and trust shares information about a brand, odds are you’ll take notice and do your own research.

When popular publications in your industry talk about your brand in a positive light, it acts as a vote of confidence that your company is credible, trustworthy, and worth the consumers’ time and possible investment.

A catalyst for securing earned media mentions is consistent press release distribution. If you’d like to learn more about how our services can help you capture the media’s attention and facilitate earned media mentions, schedule a demo today.

3. Give them something to talk about
If you started singing Bonnie Raitt’s, “Something to Talk About,” we’re not sorry.

Joking aside, a main tenet of building brand awareness through content marketing is creating content that gets people talking.

This could be a blog post (like this) that shares actionable tips companies can use or a social media post that shares an inspiring quote image.

Whatever you choose, your goal, when creating content is to stir emotion.

So, whether it’s happiness, joy, fear, or anger, for example, emotion compels action. When people react to and share your content, their engagement helps you cast a wider net to an audience beyond your own following.

Our Offerings, Your Opportunities

ACCESSWIRE is a well-known newswire company, that provides worldwide coverage, reasonable flat-rate costs, and excellent customer service.

Our cutting-edge technology and network of journalists and media outlets ensure that your story will be seen by the right people.

When you work with us, you won't need to make any cuts to your text, images, or media when distributing a press release.

We’ve proudly earned various  G2 badges, such as "Easiest To Do Business With," "Best Relationship," and "Most Implementable” for our industry-leading press release distribution services.

If you’d like to learn more about our flat-fee pricing and global distribution, schedule a complimentary demo.