Written by: Vickie Sullivan | June 02, 2020
How to Use Content Marketing to Build Brand Awareness
Thought leadership through killer content has become pervasive, especially in well-established (and deep-pocketed) organizations. So, it behooves us smaller players to know how the big dawgs use content marketing to build brand awareness. Ascend2 recently conducted a study (free registration required) that provides a good insider’s view of how larger organizations (and the agencies who work with them) use this approach.
Findings about content marketing and brand awareness you should to pay attention to:
• Videos are winning the format war. The biggest surprise is what came in last: podcasts. (Books and reports came in third to last.) Remember this when you consider what to change in your content marketing mix. And keep in mind that during our stay-at-home times, videos with fancy production values are no longer expected.
• As for impact, building brand awareness came in first at 59%. Dead last was speaking engagements at 16%. Translation: There is little expectation to monetize this, so we’re just gonna churn a bunch of content out. This right here explains the tidal wave of content we now experience—and why it’s harder to break through the noise.
Listen: How to Stand Out in Noisy Markets
When you know what bigger players do, you can respond in two ways: 1) emulate what works and 2) do things they don’t or won’t do.
Use this information strategically to chart your content marketing plans.
Now Read This:
- Why the Messenger Matters
- Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road