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How Content Marketing Can Enhance Online Brand Visibility- Hilary Utuke (Tech And Media Entrepeneur)
Do you know that content marketing is one of the most incredibly used tools in today’s world, playing a significant role in the rapid development of brands across the globe, building funnels and enhancing capital for brands?
In today’s society, thousands of brands constantly change marketing strategies yearly due to market competition. And with technological advancement, every brand is now seen in various digital channels, such as Facebook, Twitter, Linkedin, etc. Hence, positioning it as a robust solution for building brand visibility in the digital space.
CMI’s latest B2B Content Marketing report shows that digital media assets, video, sponsored media, and world events are among the top content marketing areas this year.
WHAT IS CONTENT MARKETING?
Different people have defined content marketing in different ways. If you go on google right now, you probably see hundreds of definitions ranging from historical roots to renowned entrepreneurs of the 21st century. However, despite the variation, certain principles still stand. These includes:
Content marketing is a long-term strategy
Content marketing involves both the creation and the distribution process
Content marketing makes use of images, visuals, audio and videos
Content marketing always targets a specific audience and powerfully works with a content strategy
Content marketing doesn’t focus on sales only; it aims to foster a healthy relationship
Taking a broader look, Wikipedia openly defined “content marketing as a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.”
While the content marketing institute emphasises its ability to market, create, and distribute enriched content to attract and retain the target audience.
WHAT IS THE CONNECTION BETWEEN CONTENT MARKETING AND ONLINE BRAND VISIBILITY?
Now, you might be wondering and asking a series of questions about the relevance of content marketing to online brand visibility; however, do you know that brand awareness in today’s world is as crucial as planning for sales?
Gone are the days when people pay critical attention to your brand name, logo, and colours. There is a significant shift in reasoning. People focus more on connecting with your brand’s personality before purchasing a product or exchangi-ng money for value.
Brand awareness is the extent to which people or target audiences get familiar with a brand—regularly measuring the level of intimacy, medium and exposure of brand values. Hence, becoming the most relevant tool for achieving brand goals.
According to a study by the marketing agencyRedC 82% of researchers (https://econsultancy.com/82-percent-searchers-choose-familiar-brand-search/) usually purchase a product or are more likely to take action from a brand they are already familiar with.
To this end, content marketing becomes the driving vehicle to securing this long-term goal, even though it’s considered one of the newest forms of brand growth. Interestingly, this is also why famous brands like Coca-cola, Linkedin, Pepsi, Apple, Disney, Microsoft, and others are making big waves in business today.
How Can Content Marketing Enhance Online Brand Visibility?
Content marketing is becoming one of the fastest ways to business growth. It has significantly played an essential role in brand visibility across multiple media platforms. First, recognise that content marketing comes in different stages and works together to achieve brand success. Starting from the awareness stage to the evaluation stage and finally to the conversion stage. Often, it takes several months and even years to build a strong brand with content marketing but an excellent source for both new and existing brands.
Here, blog posts, social media platforms, Infographics, and Internal and external web pages create awareness. Optimising them with search engine optimisation (SEO) tools also secures fast reach.
Today, people take more pleasure in consuming content of multiple forms. Hence, helping content meet the requirement of several digital channels.
Regardless of the long period required to reach online visibility, one of the fastest ways to build an excellent online presence and retain customers is to produce quality content. On many occasions, you have probably heard a friend talk about how she couldn’t live without some product and would rather wait for the following shipping than switch brands. Why is this so? Research has shown that the human mindset naturally likes brands that constantly provide enriching and valuable content that informs, educates, and inspires them. And ignore brands which directly sell to them.
What Are The Essential Elements For Increasing Online Brand Visibility
Suppose you are still doubting or wondering how content marketing can increase your online brand visibility. Below are three proven strategies you should implement:
Target Audience: it is no longer strange to hear the term “target audience” across various platforms and even the word “Customer Avatar or Buyer Persona” if you already know content marketing. However, if you are not, discovering your brand’s target audience becomes an essential tool in your content marketing strategy, playing a crucial step in enhancing brand awareness for your brand. You need to know your audience’s interests, demographics, challenges, and goals to reach the right audience. Hence, you want to be international about your business goals before crafting a customer avatar. Moreover, knowing the best channel to create enriched content for and determining the number of formats to be used when developing a strategy.
Analyse Data: Every organisation aims to discover problems and provide unique solutions. Therefore, research tools have become a powerful weapon for researching and analysing data. Similarly, the goal isn’t just to increase online brand visibility but reach people’s needs, thereby creating valuable solutions. Thanks to the Internet, several research tools like Answethepublic, Quora, Reddit etc., are now available. In addition to these Tools are Google Analytics and Google’s Search Console – which help track traffic, metrics, and data collection. This analytical tool often gives brands deeper access to interests, demographics, and even phone devices. Also help businesses optimise their content marketing for brand awareness, offering time-on-site, search traffic, click-through rate (CTR) and more.
Content Strategy: Earlier said, building a content strategy is one of the most vital steps you can ever take for the success of your brand., Developing a content strategy that contains six essential elements; What, Where, Why, When, Who, and How, becomes vital. First, start by asking yourself who your target audience are, where they are regularly.
Also, what are you offering as a brand, how do you intend to communicate your core values, why do people desire such a product or service, and lastly, what is your unique selling point( USP)? In addition, you should also input the storytelling strategy, one of the recent ways of capturing people’s attention; constantly sharing your brand’s story and vision statement.
Conclusively, structuring a solid content strategy becomes one of the most important elements of reaching thousands of people, getting adequate results, and enhancing the growth of brands globally.
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