content marketing, online branding

How Content Marketing Helps to Improve Brand Awareness Online

It doesn’t matter how revolutionary your products is—no one is going to buy it unless they know your brand exists. Couple that with the fact that we now live in a digital culture which has fundamentally reshaped the business landscape. The battleground for brand awareness is shifting online and everyone is lining up to tell their own narrative in a language known as digital content marketing. The noise has gone through the roof and cutting through it requires a special kind of creativity and tenacity.

Contrasted with conventional advertising whose sole aim is to grow sales, digital content marketing seeks to do so much more than just to grow sales. It aims to establish a brand as authentic, trustable, interesting and relevant to the needs of the target market, and an authority in its niche. This is achieved through a sustained spirited online campaign.

Now to the big question: how can you use content marketing to boost your brand awareness and stick out in a crowded online space? Consider the following strategies.

Sponsored Social Media Campaigns

The social media has proved to be a fertile ground for promoting brand awareness owing to the staggering number of people using it daily. However, it is not enough to create and run pages on Facebook, LinkedIn and Twitter. You will struggle to get people to follow you and you can only project your voice so far. Sponsored campaigns are the best strategy to reach out to those in the dark and multiply your audience in record time. These campaigns can also be tailored to if your brand is targeted at a specific audience.


Is there anyone who doesn’t own a blog these days? Blogs are multi functional and can be successfully used to mount a brand awareness strategy. The secret to success rests on two factors—the theme of your narrative, and how you put it out there. Go for a catchy and intriguing topic that will instantly resonate with your target audience and make it go viral. Then use multiple dissemination channels, that is, as many as you can access.


Let’s face it. It is increasingly becoming difficult to get through to people directly through conventional advertisements. That is why influencers are the new sheriffs in town. They already have a connection with an audience that trusts their opinion. By building a relationship with them, they can help you reach potential clients through their blogs social media presence that you would never had had access to.


A successful webinars can yield tremendous results. However, it is clearly the most difficult content marketing strategy to execute, primarily because it requires a lot of planning. First of all, you need to create the right content that will generate interest. Secondly, you have to aggressively publicize the webinar in order to get people to register and attend on the material day. Lastly, you need to figure out the right time to host it. This should be the time when most (if not all) registrants will be available.


Admittedly, building brand awareness is difficult and can seem to take ages. However, using the right digital content marketing strategies can help you project your voice above the rest and build a successful brand within a short time.

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