3 Way to Increase Brand Visibility Using Content - Emily Ahlbum

Guest blogging

No, it’s not dead. Not by a long shot.
The thing about blogging on your own branded platform is that the people visiting your website directly already know who you are. It won’t expand your reach. That’s why it’s important to branch out and get your content on other sites as well. Guest blogging lets you reach another brand’s audience and “borrow” their platform for one post. Not only will it increase your brand visibility by reaching a broader audience, but it also helps position you and your brand as a thought leader in your industry.

Content bundles

As any savvy marketer knows, creating killer content takes time.
And if you’re dedicating time and effort to each piece of content, you want to make sure you’re getting everything you can out of it. A long-form piece of content, like a white paper or ebook, can easily be turned into several shorter-form pieces like blog posts, infographics, or SlideShare presentation.

Repurpose until you can’t repurpose anymore.
This gives new audience members so many different ways to discover your brand, as opposed to a single landing page for a single piece of content.
Then you can recombine all of the different content types – posts, videos, graphics – into one big content bundle.
The magic in bundling content pieces together is that it allows you to cater to the various preferences of your audience. Some people might want to learn whatever you’re teaching during a webinar, but they prefer text content to video. Publishing a written recap solves for that and gives everyone what they want!
Shorter pieces can also be used to tease and promote the full piece. For example, placing a CTA at the bottom of a blog post to drive readers to the full whitepaper. More action = more awareness.

Interactive content

Video marketing has become an overwhelmingly popular preference for both marketers and web users alike.
Not too surprising to hear, since 76% of B2B marketers who reported using video in their 2015 marketing strategy, 80% found it to be an effective tactic. Even more impressive is the 80% of senior executives who watch more videos now than they did a year ago!
Interactive content like video propels users to stay and continue watching, to learn more. People don’t just fast forward to the end, the way they might quickly scroll through a blog post.
It’s also worth noting that if they find the first video they watch valuable, they’ll come back for more or share with a friend – furthering your brand awareness and increasing your visibility.

Now what?

So you’ve cranked up your content efforts to appease your audience, but how do you know your increased efforts are increasing your brand visibility?
Because so many of the content metrics you measure will be in the form of social media engagements, shares, and website traffic, using a brand monitoring service can help you better understand who is interacting with your content.
Keep an eye out for anyone who shares your brand’s content or provides feedback. See what they have to say about it. You want to make sure your content strategy meets your audience’s needs and builds community.