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Promoting Your Brand with Content Marketing

Every content marketing strategy must start with clearly defined goals. Otherwise, your investment to promote your brand won’t be successful. Here are five important content marketing goals that every brand owner should pursue to promote their brand.

  1. Establish and Build Brand Awareness

Brand awareness relates to how well your target audience sees your brand. If you are a new business, chances are not that many consumers know about you yet. Therefore, your first content marketing goal should be introducing your brand to your target audience. Think about how you would like to introduce your new brand to potential customers. Take the opportunity to highlight what sets you apart from competitors.

Also, define your brand’s message, instead of letting your competition define you. Even if you have been in business awhile, growing your brand’s awareness is always a good investment..

  1. Attract Visitors to Your Website

Your brand’s website is your brand’s most important

 platform. Most consumers who research your brand online and will want to check out your website. However, your website will be a worthless digital marketing tool if it doesn’t get any visitors. Therefore, generating traffic to your site has to be your second content marketing goal. The best way to attract visitors is by creating high-quality, engaging content that they will enjoy. Your site’s content can also help you with your first goal of building brand awareness.

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  1. Turn Your Visitors Into Sales

Once your site is generating traffic, you will want to turn those visitors into customers. Converting sales is about demonstrating the value of your products or services to your site’s visitors. Publishing positive customer reviews and testimonials can be highly helpful. If you are launching a brand new product, create some video tutorials to demonstrate how to use the product. Many times brands offer discounts when customers purchase products or services from their site. Therefore, you might have to offer a good deal to entice new customers to take a chance on you.

  1. Create Brand Loyalty

Generating sales for your business is important. However, a bigger goal is to generate brand loyalty (from repeat customers). A general rule of thumb in business is that 80% of your sales will come from just 20% of your customers. One way to promote brand loyalty is by rewarding customers with discounts and special offers. For example, you could offer a discount to customers who spend above a certain level. You could also offer free shipping on orders above a certain amount.

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  1. Build Authority and Higher Search Engine Rankings

Last but certainly not least, you need to establish brand authority with major search engines like Bing and Google. There are some important steps that can help you build search engine authority:

  •   Regularly publish unique, SEO-friendly content.
  •   Follow Google’s SEO best practices for your site.
  •   Verify your business with Google.
  •   List your company’s contact information to give your site more credibility.

If other sites like your content, they will link to your site, which will improve your authority and search engine rankings. Hiring an SEO consultant might be a good idea if you are less familiar with digital marketing. Also, a content strategist can help you develop good content for your site.

In short, establishing brand awareness is going to be your first content marketing goal. If consumers don’t know who you are, you won’t be in business long. Your site needs to generate traffic and convert that traffic into sales. Once your business starts generating sales, you need to focus on developing long-term relationships with customers by building brand loyalty. Focus on creating good content that improves your site’s authority and organic search engine rankings. Many business owners hire SEO consultants and content strategists to help promote their brand to its target audience.

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