What makes good brand awareness content?
The purpose of brand awareness content is to convince users who have likely never heard of your brand that you are aligned with their interests and requirements. You need to have a distinct and memorable story to tell and tell it in a way that quickly and seamlessly demonstrates that you know what you're talking about. This is no easy feat and the consequences for an underthought or too "salesy" brand awareness strategy can leave a would-be purchaser never wanting to hear from you again. That's where we come in...
How Reload approaches top-of-funnel content
Our 5-step approach to strategic content marketing for brand awareness...
WHO is your target audience?
WHAT format would resonate best with that audience?
WHERE will you reach your audience?
HOW do we make sure your campaign performs?
WHAT NEXT? What do you want users to do?
Defining success from brand awareness content marketing
Awareness Content Frequently Asked Questions
What types of content are best for driving awareness?
Brand awareness content is best when it's quick, eye-catching, useful and memorable. Avoid anything too product-led or "salesy", as this may come across as too forward and do more damage than good. While there are no specific formats that perform better than others - and your selection should always hinge on your audience and intended platform - commonly successful brand awareness content types include:
1. Videos - A dynamic and engaging way to show users, rather than tell them, who you are.
2. Blogs - A simple yet effective method for discussing a topic close to your audience's heart.
3. Interactive Quizzes - Get users engaging with your brand immediately by giving them something to 'play'. This also helps brands deliver personalised CTAs once users have completed the questionnaire.
4. Downloadable eBooks - Content that offers users something in exchange for a sign-up, helping build your audience for further retargeting.
5. Images - Often overlooked but incredibly powerful, especially on social media. Use a combination of striking imagery and punchy text to make a speedy impact.
What are some examples of good brand awareness content?
We love Astrid & Miyu's approach to brand awareness content, which is fundamentally about providing their community and target market with content that is based around what they care about, as opposed to overtly pushing products. They use customer surveys to identify these topics of interest and are not afraid to talk about things not related to what they sale but instead to what they value as a business. They also establish a distinct and memorable visual style through the graphics that accompany their pieces.
Examples of strong brand awareness content from Astrid & Miyu:
1. "Women Making Waves" - International Women's Day piece celebrating successful women in the world of fashion and beyond
2. "Necklace Layering Guide" - Informative content piece advising on the Dos and Don'ts of combining necklace styles
3. "Business Accelerator Programme" - Mentorship scheme launched by the A&M founder to support Black-owned consumer brands
How do you measure brand awareness?
Brand awareness comes down to an increasing number of potential purchasers entering the top of the funnel. Below are our top five metrics that we use to track brand awareness success:
1. Visibility for unbranded searches - This shows that more eyes are seeing the brand in the search engine results
2. No. of branded searches - This shows that more people are hearing about/remembering the brand and then actively seeking it out
3. No. of new visitors - How many people are coming to your site that have never done before?
4. Social media followings - Tracking the number of people keen to become part of your brand community.
5. Email subscribers - An increase in email sign-ups is a fantastic indicator that your brand awareness campaigns are working, as it shows that users liked what they saw and are keen to see more.