Brand awareness is one of several foundation goals in building a brand and is a core focus area for any modern marketer. It denotes the level of understanding and familiarity consumers have with a business and its service offering. This can expand from a slight recognition to remembering and actively supporting the brand as one of your favourites. In the SEO world, a brand aware consumer has been shown to favour familiar brands in organic search results.
Marketers achieve brand awareness through an array of tools in their arsenal, one of the most effective being content marketing. Successful marketers have depended on the power of content marketing to generate leads and drive targeted traffic to their websites for years. Those that are successful in their content strategies are consistent and creative, creating a following that is brand aware, engaged and interested in “what is to follow next”. Apart from impact on click through rates, a strategy whose impact is to consistently add fresh website content has immeasurable value in SEO terms.
A successful content marketing strategy will:
- Attract a new following on social media platforms
- Generate website traffic
- Help establish strategic partnerships
- Create high-authority backlinks
- Boost customer retention