This is brand awareness in action. At Contently, we wanted to get a better understanding of the biggest brand awareness challenges, so we turned to our own customers to find out more. When your content ranks low on search When you give SEO proper attention, you’ll see the effects on all of your content, old and new. Google Keyword Tool is a great (free!) Auditing your existing library of content to identify high and low traffic keywords will help guide your keyword strategy. We use social shares, number of keywords, backlinks, and more. A good first step is finding what you can repurpose. When you have low share of voice Imagine someone hands megaphones to you and your competitors. You do this by monitoring your market share. To get an idea of where you stand for organic reach, measure the total number of keywords you care about as well as the traffic being driven from those keywords.
When you’re thirsty, do you order a soda or ask for a Coke? If you have a cold, do you ask for a tissue or a Kleenex? Sometimes a product gets so popular that the brand name becomes synonymous with whatever it’s selling. This is brand awareness in action.
Brand awareness can seem like a vague force that’s hard to measure. But just because it’s trickier to track than a sale or a conversion doesn’t mean spreading awareness is without value. Building your brand through top-of-funnel content establishes a connection with a new audience. It can even change the way the existing audience perceives you.
Without that awareness foundation, it’s harder to achieve other goals down the marketing funnel. Why would someone buy something from you if they have no idea who you are?
At Contently, we wanted to get a better understanding of the biggest brand awareness challenges, so we turned to our own customers to find out more. When we set down to review the data, the same few challenges popped up over and over. Here’s how you can address them before they hurt your marketing efforts.
1. When your content ranks low on search
When you give SEO proper attention, you’ll see the effects on all of your content, old and new. Marketers trip up, however, when they plan branding and SEO efforts separately. By integrating the two, you effectively use organic traffic to increase brand reach.
The first step is identifying which keywords are right for your brand and realistically attainable. If you rank high for the wrong keywords or aim for keywords out of your reach, you’ll just continue to struggle.
Google Keyword Tool is a great (free!) tool that generates a list of keyword suggestions based on what users are searching. Simply click on “Search for a new keyword” and enter the main topics that you’re looking to cover. Once you have a target keyword list nailed down, you’re ready to take further steps and seed those keywords into your content.
We also have a content audit tool that provides recommendations for infusing the right SEO strategy into your content program. While many content marketers fall victim to keyword stuffing, we prefer to only use target keywords when they’re relevant—search engine “spiders” like to rank sites with content that sees consistent engagement. This verifies keyword relevancy. Auditing your existing library of content to identify high and low traffic keywords will help guide your keyword strategy.
When it comes to implementation, optimizing your website with technical SEO can help search engines access, crawl, interpret and index your website without any problems. By getting your front-end code in the right state, you’re effectively inviting Google to come in and look around to see what it likes.
Diagnosing and treating your site health can boost your brand’s reach with each small step. Optimizing title tag and meta description length is an easy fix—the earlier you can use a keyword in the title tag, the better, for example. Once you make those fixes, you’ll see your content start to climb up the rankings. And higher rankings will mean better reach.
2. When you have trouble getting the word out
It’s not enough to create great content—it has to be seen. Getting your content…