CONTENT MARKETING FOR CUSTOMER AWARENESS
Defining the Customer Funnel: Awareness
When a potential customer first comes across your brand, they are unknowingly entering the first stage of the content marketing funnel: Awareness.
At this stage, your content should be guided by the notion that your customer knows absolutely nothing about the product or service that you’re offering. This makes it your responsibility to make them aware of your brand and educate them on your value.
First impressions are everything. Here’s how to use your content marketing for customer awareness to create a positive impression that generates new leads and converts casual browsers into future clients.
Test a Few Methods
Don’t assume that you need to try every single type of content in order to capture your audience. Instead, use knowledge of your current audience and buyer habits to determine what kind of topic they’re more likely to respond to, and test a few relevant types of content from there.
Some effective types of content to start experimenting with include blogs, social media posts, and email newsletters. These different mediums are cost-effective to experiment with and are the most popular types that customers interact with and generate awareness.
Remember to Measure Performance
Now that you’ve created content, make sure that you are measuring the impact of each type to gauge how it’s resonating with your audience. Don’t make the mistake of putting this part off until later, or else you’ll be missing out on useful analytics that can clue you in to ineffective methods sooner.
Ask yourself whether your target audience is viewing your content, interacting with it, and sharing it with others. How long are they staying on your page? Are they navigating away from your website after viewing just one page, or are they continuing to read other pages? Take advantage of tools like Google Analytics to gain insight into these metrics, and don’t be afraid to pivot your strategy if you determine it’s not garnering the traction you’re after.
Of course, your customer needs to know the value of your company while researching solutions to their problem. However, they do not want to read overly-promotional content that offers them no true value.
For example, if you are a real estate agent trying to acquire more clients, you could try:
- Writing a blog post about easy DIY projects customers can complete around the house in order to increase home value
- Short video that explains complex real estate concepts or breaks down the buying process for first-time homebuyers
- Hosting a webinar for those interested in a short sale for their home or how to sell their home quickly
Your goal should be to educate your customer, generate awareness and be a helpful resource on their problem without trying to push your product or service on them.
Word-of-mouth is important for your brand. A 2017 poll on referral marketing found that 82% of Americans considering a purchase seek out recommendations from friends and family. To increase the number of eyes on your content, make it worth sharing. Include eye-catching images and easy-to-digest infographics, add social share buttons to your blog posts, and share your content on social media.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.