Brand awareness and content marketing are two concepts and two realities that are closely related to each other. Interdependently, content creation for brand visibility plays a huge role in developing the brand presence in the marketplace. Content marketing continues to be a powerful method for boosting brand recognition and driving targeted and new willing customers – and as of 2023, it shows no signs of slowing down.
If your construction brand is still new in the marketplace, content is the best one to leverage. Compelling content is a great head start to start rebranding and boosting your brand visibility. In fact, most companies today spend between 10 to 20% of their marketing budget on rebranding and branding. Surely, it’s a sign to make some changes.
Find out in this blog how to use content to your advantage to drive visibility to your brand and attract new clients.
How Does Content Impacts Brand Visibility?
Content is king. Perhaps you have already heard that phrase hundreds of times. Strong content allows you to show your target construction clients who your company is and what your brand truly represents.
On the other hand, brand recognition is not just whether your target audience knows the name of your construction brand but also how well they truly understand the qualities that make your brand distinct and unique. To create uniqueness, your content should showcase the qualities of your brand that set it apart from your competitors. Also, make sure to prioritize the consistency of your brand.
In fact, a survey from Marq, formerly Lucidpress, a brand template platform, found that 68% of businesses stated that brand consistency contributed to revenue growth by around 10 to 20%.
What This Means for Your Construction Brand?
This all boils down to the fact that content marketing is truly important to positively impact your organic traffic and boost your brand’s visibility. And regarding your content strategy, ensure it is two-fold – publishing content highlighting your brand name across different channels and driving organic traffic to your website.
In case you are wondering how content marketing can help your brand. See the following benefits below:
- Attract more followers on social media
- Improve the organic ranking of your website
- Generate social/ referral traffic to your website
- Earn high-authority backlinks to your website
- Improve customer retention over time
These are just some of the many benefits you will reap when you take advantage of content. In the next section, we will dive into how to make content work best for you and eventually turn your brand into a household name.
Content Marketing Tips to Boost Brand Visibility
It’s always great to create content that serves multiple purposes. Here are the following tactics that will help you boost your brand efforts and increase your visibility and traffic.
1. Research your target audience and market
Before you even type a word of content, you must determine your target market and the ideal audience you want to connect with through your brand. Without this step, you risk making the wrong type of content on the wrong channels for the wrong audience – and wasting your effort and time in the process.
Good thing that market research has far become easier today than before due to the many tools and new tactics we now have at our disposal.
2. Analyze your audience data
Two of the most popular ways to evaluate data are using Google Analytics and Google Search Console. Both are free online tools that can help you track traffic on your website and collect data on metrics such as visitors, revenues, transactions, and more. Moreover, they can help you optimize their content for brand awareness by providing information on search traffic, time-on-site, click-through rate, and more.
Use the Analytics Landing Page report to see how traffic is coming to your website through important segments such as search engines and paid ads. The platform allows you to see information about your audience with reports about interests, demographics, location, types of devices they are using, and more.
3. Draft your content strategy
Let’s say you already understand your audience and their preferences. You can then start creating a strategy to reach them. Begin by telling the story behind your brand. Craft an “About Us” page on your website to tell your audience who your company is, what it intends to do and offer, and why it stands out from the rest.
Your story allows you to connect deeply to your target customers on a deeper level. And this is more than offering products and services to them. When you tell your brand story, you build trust with your audience, which is very important.
Beyond telling your brand story, here are some ways to leverage content for brand visibility. This revolves around creating different content types like:
- Blogs, articles, and inbound marketing materials are very helpful in taking advantage of your target audience, especially those interested in your service offerings.
- Comprehensive guides, how-to content, and other informational pages can help your readers move along in their purchasing decision
- Video content and other multi-media elements to significantly increase brand awareness in image search
When creating your content, do it consistently. The best way to track all your content, including publication date, time, and other information, is through a content calendar. A content calendar is a written schedule of when and where you plan to create and publish upcoming content.
4. Be Authentic
Another crucial aspect of content creation for brand visibility is how you present yourself in your content. How do you present yourself anyway? Are you being authentic to your construction brand? Or are you trying your best to appeal to the masses?
Remember that your brand and online presence must be who you are as a construction company; all the content you publish should reflect that. Your content will be your voice; how you market it will help you build your brand visibility.
5. Use social media to promote brand content
Not only these social media platforms are very important for building a brand, they are also vital for promoting a brand-building type of content. Posting content on your company’s social media profiles allows your followers to share it with their friends, resulting in wider reach and more potential customers.
Also, social media is a great way to become extra involved with the online community via comments, shares, and messages. This is a huge part of lead acquisition strategy – an increasingly popular strategy of marketing for acquiring high-value leads based on target audiences that are interested in your services.
6. Send email newsletters
Another effective way to boost your brand visibility through content marketing is through email newsletters. Sending email newsletters will put your company at the forefront of your target customer’s minds.
With these emails, you can easily inform them of anything that has to do about your company – updates, new offer services, content, tips, and more. Here are some tips that can help you leverage email newsletters to your advantage.
- Link to your most recent content: Linking your recent content is such a great way to ensure your audience does not miss any of your postings.
- Let your audience feel you are happy to speak with them: You must always engage your potential clients in personable, friendly, and encouraging conversation. If you make them feel comfortable at the very start, chances are they will respond to your emails quickly and may take action toward becoming your client.
7. Analyze all results
One of the most vital parts of your plan is understanding and monitoring your overall success.
Analyzing the marketing strategies’ results allows you to understand better which strategies and campaigns work best and which do not. That said, the data you gather will give you insights on how to improve your entire marketing strategies as you move forward.
Google Analytics is the best platform for analyzing a ton of data around your campaigns. You can see what content gives you the most to least traffic, what platforms give your brand more exposure, and even learn what visitors click on your website.
Your brand is one powerful aspect of your construction business. Your brand must represent how your business runs – from your identity, goal, visions, and more. And if you do not know how to make your way around your brand, it can be harder for you to achieve your goals.
This is where a great construction marketing agency comes into the picture.
At ConstructionMarketing.io, we provide 360-degree marketing solutions to our clients.
As a full-service agency, we offer various digital marketing services designed for better business growth online. Whether you need help making your brand sing or want to communicate with your audience more authentically, we help you design the best strategy tailored to your goals.
Content Marketing and Local SEO are two of our top specializations. With these strategies as your head start, your brand will propel you to new levels of recognition.