Brand awareness is the very beginning of gaining a new customer. If you’re unable to attract attention to your brand, you won’t be able to gather leads and nurture them into paying clients. But educating your audience about your company isn’t always easy.
There is a lot of content out there. Whether it’s traditional advertising — such as ad placements in magazines and commercials — or online content — such as social media videos and blog posts — you have a lot of competition to break through. If you’re unable to stand out from the crowd, you’ll struggle to increase awareness about your brand.
However, if you create high-quality content, you can educate your audience about your brand, what you offer and what you value. Let’s take a look at a few different pieces of content you can create to teach your audience about your brand.
Videos are one of the most popular forms of content on social media. Not only do they give viewers a break from all the text they’re used to reading, but they also provide visuals that make the message easier to understand. Introductory videos about your brand or company are a great way to attract attention to your business and educate your audience about the products or services you can offer them.
Dove frequently uses videos to market their products and services and tell stories about what the company is all about. For example, their “Choose Beautiful” video gave real women the option of either walking through a door that said “average,” or a door that said “beautiful.” The simple message was to encourage women to choose to be beautiful. This kind of content evokes emotion with their target audience, forming a deeper connection with the brand.
When we talk about learning centers, we’re not saying your company needs to develop physical locations focused on educating people about your brand and services. Instead, a learning center in this context is a page on your website that can point users in the direction of the information they need. By putting all the information in one place, visitors know exactly where to go to have questions answered, find out more details and learn about your brand.
SpeedPro Imaging has created a comprehensive learning center on their website. On this page, visitors will find links to blog posts, FAQs and catalogs. Whenever they have a question about the brand, people can visit this page and easily find the answers they’re looking for.
Webinars and online courses can be excellent introductory content if you have a difficult topic to grasp. Because they walk the user through various steps to completing a project, understanding a topic or developing a strategy, they provide in-depth information that can show expertise and build trust.
Hubspot is one example of a company that frequently builds webinars about their offerings. This example, “Webinars on Webinars,” actually guides users through the webinar creation process. Not only does this teach their audience how to develop a new skill, but it also infuses the Hubspot brand into their education, meaning viewers are more likely to remember the company.
Blog posts are one of the most popular forms of content. Every day, companies are uploading new blog posts to their websites. However, with the amount of blog content available online, you need to be sure you’re creating high-quality content that appeals directly to your audience’s needs.
CoSchedule has an extremely popular blog, consistently posting high-quality content to users and target audience members. An example is their “This is How you Supercharge Your Team’s Workflows” post. Not only does this post try to help solve a real problem companies face, but it also tells how CoSchedule can fix that problem.
Infographics are the perfect content form for sharing detailed information, statistics or graphics. Because an infographic is more likely to catch and hold an audience member’s attention than a simple list of statistics or numbers, the use of infographics is a great way to educate your audience on more detailed matters. They also make sharing on social media easy.
This example infographic from Marketing Strategy X teaches viewers about social media and how to use each platform for marketing purposes. They designed the infographic in an interesting way with clear bits of information about how many users are on each platform, what’s popular on the platform and how it should be used. This gives their target audience a clear go-to sheet for more information about marketing online.
Podcasts are a bit of a difficult content form to create, but the return can be well worth the investment. Because podcasts appeal to the individual on the go, they can be a great way to bring attention to your brand and improve your credibility with your audience.
The Think Creative Collective podcast, “Strategy Hour,” is a great example of a podcast used to improve brand awareness and credibility. These podcasts cover different entrepreneurs and what they did to become successful. Through providing tips and tricks to their audience, listeners can develop clear takeaways to use for building their own brands.
Properly educating your audience on the products or services you offer is important for building genuine connections with your target market. To help you improve awareness about your brand, give these six tips a place in your next marketing strategy.
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