Traffic generation is only one of the many perks of content marketing, though. For new and growing brands, content can be a way to put themselves on the map. We’re talking about brand awareness.

Here’s how to use content marketing to drum up visibility for your brand and even attract new customers in the process.

What Is Brand Awareness, Really?

Brand awareness refers to the level at which consumers are familiar with your brand, goods, or services.

There are varying degrees of brand awareness, from simply having encountered a brand’s product to knowing and remembering a brand by name.

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For new brands, simply getting their “foot in the door” is a starting point to acquiring more customers and increasing their visibility over time.

Brand Awareness Influences Search

I’ve worked with many clients who have launched new brands and aren’t sure where to start when it comes to their brand awareness strategy. I always relay that brand awareness plays a role in search (meaning, Google search) and vice versa.

Fortunately, market research has become far easier now that we have many tools at our disposal. My favorite is Google Forms, which you can use to survey potential audiences and gauge their interest in brands like yours.

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This may be a more efficient way to solve a customer problem, a more affordable solution, better customer service, or a range of what we call unique selling points.

Your unique selling proposition (USP) is a statement that highlights your brand’s key selling points and frames them in a way that communicates value to your target audience.