It is not uncommon for marketer nowadays to use content to build their brand and increase brand awareness. From articles to blogs, and videos, content marketing is leading the way for digital marketers hoping to drive brand awareness and customer engagement. Traditional disruptive marketing practices are becoming less and less popular as the goal for brands has shifted from selling a product to creating a meaningful connection with the customer. Brands are now creating relevant and useful content to help customers, and potential customers, solve issues they may have.

Creating relevant content means your prospects are more informed and it’s easier for your company to have a meaningful conversation with them. Your quality of content has everything to do with the person reading it –the quality of your content is extremely important, creating content for the sake of having it on your site is not a good strategy.

Your content contributes to attracting your target audience, educating them, and exchanging some information or a special offer for their personal information. Content marketing means the buyer is the expert and the one proactively reaching out to brands and businesses for help, they have done the research before they have reached out to you meaning that they have narrowed down their decision, 81% of consumers researched online before stepping foot in the store, meaning you want the most relevant and valuable content available.

Quality content will:

Increase brand awareness – frequently publishing content will create exposure for you brand, if you’re creating valuable content chances are that your readers will return to your site, thereby becoming more familiar with your brand.

Build trust – Quality content that is beneficial to your readers will in turn build a trust within your network of customer and potential customers. By creating content that is valuable to your customers you will build trust and loyalty as you’re creating a meaning connection with your audience. If your audience don’t trust your content it will be impossible to get them to engage with your brand – less engagement = less conversions.

Building brand awareness and trust through content marketing can drive results for small businesses, it’s easy to keep things fresh and sharable content is proven to bring traffic through your doors.

Traditional marketing talks at people, content marketing talks with people!

Saoirse Blaney

Business Development Manager