There is definitely a lot to consider when creating content ideas for your brand’s goals in 2020. Not only is there more competition than ever online, but there are so many types of content and ways to reach your target audience. Do you start a blog? Do you podcast? Should you focus on research studies or whitepapers? How do you really know what to do? But before you do anything else, you need to define what goals you want to accomplish with your content.
It is important to have an audience-focused content. Every single piece of content you create needs to be mapped to a goal, otherwise, it will only leave your audience wondering why they should even care and what to do next, that’s assuming it even reaches your target audience at all.
But the work doesn’t stop there. Once you have your goals and your brand’s unique angle nailed down, you’ll also need to prioritize your means of content ideas. This is especially important if you’re just starting out you should zero in on a few key distribution channels and master those before you expand into others, or you risk spreading yourself too thin and damage your chances of success in any of them. Below are distribution channels you can try if your goal is to create brand awareness.
If your brand publishes a large volume of daily content that covers broader, news-worthy topics, content syndication can be an effective way to get your brand in front of a new audience. Content created for syndication typically has a timely slant to it, as that’s what major news outlets are looking for from syndication partners. Whether it’s a finance topic related, an upcoming holiday or something happening in the news, it needs to be a gripping headline with information valuable to a reader today. Answer the headline entirely, but eliminate unnecessary fluff. And don’t forget to include relevant links back to your site, so you can get this larger audience to visit your website to know more about your brand.
If your own website doesn’t have a great following, engaging in sponsored content on a more prominent website can be valuable for building brand awareness. The type of sponsored content I’m referring to here is online advertorials or articles that look like normal articles, but are tagged as “sponsored content,” typically.
To create a quality native advertising piece, you’ll want it to be genuinely helpful and not overly promotional. It’s already clear it’s a promotion for your brand, so the content doesn’t need to reinforce that further.
If you don’t want to pay for a sponsored content spot on another website, you could also look for relevant sites that take guest posts. If you do pitch a site for a guest post, make sure it’s compelling and in line with what their audience wants. Keep it helpful and not promotional. You will need to establish trust with this new audience.
One of the big advantages of utilizing paid advertising is that you can see results right away and get your content in front of a qualified audience, whereas, organic takes longer to see growth. To get your content ideas to perform well in paid search, it’ll need to be more niche and targeted to the keywords you’re bidding on, otherwise, your quality score will suffer. Google, Bing, and Yahoo all have their own forms of a quality score that takes into account a number of factors, including your expected CTR, landing page quality and relevance to your ad. This might mean you’ll need to develop more landing pages to cover your topics than you would for a page created for organic search but this is not an issue from an SEO perspective.
If you’re a new brand or a lesser-known brand in your field, it’s important to expose your audience to your brand and demonstrate how it can solve their problems. The most important of the many distribution options for brand awareness has been mentioned above. Understanding them will help you connect to a larger audience of people and get you that brand recognition you desire.