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How Content Marketing Increases and Improves Brand Awareness

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Savannah Abney
Savannah AbneyChief Content Officer
brand-awareness

Do any of these statements describe your brand?

  • “We have a solid brand and consistent customers/clients, but we’re ready to grow and take our business to the next level.”
  • “We just launched our company and are starting from the ground up. We need exposure because no one knows we’re out there yet.”
  • “We’ve been in business a while, but I feel like we’re missing out on potential opportunities to more well-known competitors.”

 

If you fall into any of the three categories above, you’ve likely been thinking about how you need to grow the brand awareness of your business. But how do you actually do that? And what are the most effective ways to do this?

While there are many marketing strategies you can implement, one of the most simple, affordable, and effective is content marketing. Whether you’re a startup just finding your footing or an established company seeking fresh opportunities, content marketing offers a versatile solution that can meet you wherever you are in your journey. It doesn’t matter if you have a full staff or if you are a team of one. Content marketing is effective for every business. 

Let’s explore increasing and improving brand awareness and how content marketing can get you there.

First Things First: What Is Brand Awareness?

brand-awareness

If one of the first statements we shared sounds familiar, you likely need to focus on growing brand awareness. It’s a bit of a buzz term, though, and while people may recommend you focus on it, you may not be entirely sure all that it actually entails. Let’s break it down.

Brand Awareness Explained

Brand awareness is exactly what it sounds like: the level of familiarity someone has with your business, goods, or services. For example, when people think of search engines, Google comes to mind immediately. That’s high brand awareness. When you see that one very familiar “swish”, you know it’s Nike’s iconic logo. That’s high brand awareness. Conversely, a small mom-and-pop shop in a rural town might only be known to its immediate community, which represents much lower brand awareness to the general public. However, they have high brand awareness in their community. 

But here’s the key point: brand awareness isn’t solely dependent on the size of your organization. Smaller businesses can—and often do—build significant brand awareness within their target audiences. It’s not about being known by everyone; it’s about being known by the right people.

Not everyone is going to buy from you because not everyone needs your products or services. You just need to focus on finding the people who would benefit from your business–your target audience. 

The main thing to keep in mind is who you are targeting with your brand and ensuring that a specific persona or audience knows who you are. Everything else is secondary. Your energy and focus should go toward building awareness within your key demographics.

brand-awareness

Why Invest in Increasing Brand Awareness?

Increasing brand awareness doesn’t happen easily or overnight. It’s a long-term investment, requiring time, resources, and consistent effort. But why should you make this investment? Is it really worth it? What kind of return can you expect?

Here are four critical reasons why increasing brand awareness is vital for any business:

1. Grow Exposure

If you’re a startup or a brand-new business, this is absolutely crucial. Without exposure, potential customers won’t know you exist, let alone consider buying from you. But exposure isn’t just for new businesses—established companies can plateau, hitting a ceiling in terms of new customers and revenue. Increasing brand awareness can help expand your audience and bring new opportunities.

Your business can always grow to reach new people. Think of some of the biggest brands you know. They still have a huge emphasis on marketing even though they are already extremely successful. That’s because the role of marketing is never done. Don’t think that you’ve reached everyone you can because even the bigwigs are still investing a ton of time and resources into their brand awareness. 

2. Stay Top of Mind

Customers might not always be ready to buy the first time they hear about you. However, when they are ready, you want to be the business they think of first. Consistently showing up in front of your audience ensures that when the time comes, your brand is the one they remember.

People are more likely to buy from a brand they’ve seen consistent content from rather than one they’ve never heard of. Maybe they discovered you in the past and decided to follow or subscribe. Now, even after all that time, they’re ready to buy from you. Staying top of mind is crucial.

3. Improve SEO

A strong brand presence encourages more people to search for your company directly. This signals to search engines that your brand is relevant, which can improve your SEO rankings. Better SEO means more organic traffic to your website, giving your business another competitive edge.

Content marketing requires consistent maintenance–which can feel tedious at times–but it’s set up that way for a reason. Routinely putting out high-quality content helps boost your SEO, which as we already mentioned, boosts your search rankings. Without consistent content, your SEO won’t be great, without good SEO it’s more difficult to be discovered, and without people knowing who you are you’ll have bad brand awareness. Everything is connected and without one it’s harder to have another. 

4. Expand Your Reach

Finally, brand awareness helps to expand your reach. Think about all the potential customers out there who don’t even know you exist yet. Increasing brand awareness ensures you’re casting a wider net, bringing in more leads, and ultimately driving more revenue. The more people who know you, the bigger your potential pool of customers.

We cannot express this enough: without brand awareness, people won’t know who you are. 

You need a good reach if you want to bring in new customers. It’s much more difficult to do that without content marketing. 

How Content Marketing Increases and Improves Brand Awareness

brand-awareness

Alright—you know you need to increase brand awareness and are ready to invest in it. But how does content marketing fit into the equation? The truth is that content marketing is one of the most effective tools for building brand awareness. Not only is it effective, but it’s the most affordable type of marketing. Pretty much anyone can post decent content and if you decide to bring in a professional, then you’ll really be set. For now, let’s dive into four ways content marketing can help you improve your business’s brand awareness. 

4 Ways Content Marketing Increases and Improves Brand Awareness

1. Constant Flow of Valuable Information

Content marketing revolves around engaging, educating, and entertaining an audience. The goal is to provide real value, not to hard-sell your products or services. Think of it as a conversation with your audience rather than a sales pitch. For example, a helpful blog post, an informative video, or an entertaining social media reel can leave a lasting impression. When people find your content genuinely useful, they’ll remember your brand and trust you when they’re ready to buy.

Think about the content you enjoy when scrolling through social media. Are they super salesy posts or would you rather see content that helps or entertains you in some way? We’re guessing it’s the latter. 

That’s why you should angle your content strategy to feature more value than promotions. Prove to people that you know what you’re talking about and they’ll trust your brand more. 

2. Staying Top of Mind

Content marketing is one of the best ways to stay top of mind. By consistently delivering valuable content, you ensure your brand remains in your audience’s thoughts—even if they’re not ready to buy right away. Over time, your consistent presence builds familiarity and trust, making your business their go-to choice. 

Content marketing can help your brand stay top of mind by consistently showing up on social media, but it also goes further than that. Maybe you have a blog or podcast that you update regularly. Or, maybe you have an email list that you send valuable content to every week. There are a variety of ways to stay top of mind through content. 

3. Education and Awareness

Quality content doesn’t just educate your audience; it creates awareness of problems they didn’t even realize they had. For instance, your content might highlight a gap in their business operations or offer a solution to a challenge they weren’t fully aware of. This not only positions your business as a trusted expert but also motivates potential customers to take action.

By providing education and sharing your own expertise, you can help others recognize the gaps they’re missing. By being the one that makes them aware of a problem, they’ll be more likely to trust you to have the solution to fix it. 

Plus, educating your audience is always going to be beneficial. You prove that you know what you’re talking about by becoming a resource for others. Through sharing general information, your own personal expertise, and past experiences, you’re helping others learn the ins and outs of your brand. 

4. Grow Followership

Your social media following is a crucial metric for brand awareness. A growing audience means a broader reach, and at the heart of that growth is strong, engaging content. Regularly publishing high-quality posts, videos, and articles not only attracts followers but keeps them engaged and invested in your brand. It’s no secret that loyal followers are the most likely to become loyal customers. 

This goes back to that “top of mind” piece. Followers may not be customers–yet–but if they really enjoy your content there’s a pretty high chance that they’ll become customers eventually. 

brand-awareness

It’s a Journey–Not a Destination

Increasing brand awareness is a journey, not a destination. It requires consistent effort, a clear strategy, and a commitment to connecting with your audience in meaningful ways. It’s not going to happen overnight. Increasing brand awareness takes a lot of time and commitment. However, it’s totally worth it once you start reaping the benefits. 

Content marketing offers a cost-effective, impactful way to achieve this, no matter where your business is in its growth journey. Regardless of your time, resources, and team size, anyone can implement a content marketing strategy if they’re willing. But, if you need some assistance, we can help you out. Breezy can help you with your strategy, create content for you, maintain your website, and lend a hand in other areas of your content marketing. You can learn more about how our services can help increase your brand awareness here. 

Ready to Launch a Content Marketing Plan for Your Small Business?

We know that carving out the time, resources, and energy to create ongoing content for your brand or business is a full-time job. That’s why we created Breezy – your instant content marketing team.

You don’t need to hire multiple full-time employees to handle all of the strategy, planning, writing, designing, and publishing of content. You also don’t have time to wrangle tons of different freelancers to get this all completed. You need one expert team that can help get all of the amazing thought-leadership and subject matter expertise out of your head and into formalized, engaging content that keeps you top of mind with your audience.

We’re that team!

See how we can help your small business, startup, or agency with a free consultation.

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They do what they say they are going to do it, how they they are going to do and when they are going to do with very little exception.
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Senior Vice President at Rack59

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