Why Awareness Content Is a Necessary Part of Your Marketing Strategy
By Prebuilt Sites Team
July 6, 2022
It may seem counter-productive to post content that doesn’t directly link to sales, but utilizing awareness content at the top of your funnel is one of the best ways to gain loyal followers and customers for the long haul. In order to convert viewers into customers, they need to know, like, and trust you. Peel back the curtain and show your audience who you are and what your brand is about. Share what your mission is and why. If you have any questions about your marketing strategy or want us to handle it for you, reach out to us at Prebuilt Sites or The BBS Agency. We’d love to help you out!
When I started Contently’s own content marketing program eight years ago, we had but a blog template and a dream. Within 18 months, we’d built a loyal audience of hundreds of thousands of marketers and an award-winning industry publication.
Of course, things aren’t so easy nowadays—the competition is steeper. Audiences are splintered across more channels. And the demands put on content teams are greater than ever.
In episode 2 of our new content strategy advice show, Ask a Content Strategist, content strategy masterminds Deanna Cioppa and Kat Lisciani joined me as we dug into your biggest content marketing questions.
You can watch the full episode here, but since you’re already reading this article, let’s watch a few of my favorite moments.
How to grow your audience with “performing-enhancing content”
If your brand is just starting out with content, what’s the best way to grow your audience? That’s a question that Deanna—Contently’s head of content strategy—has heard a thousand times. And she gives some sage advice: Don’t be afraid to use paid, as long as you optimize for converting those visitors to repeat organic visitors.
Making the case for awareness content—even if there’s no direct link to sales
Some business leaders dismiss pitches for top-of-funnel content programs, acting as if you’re advocating for a SaaS slam poetry night. (Please no one do this.) As a senior content strategist, Kat has seen it a thousand times, and here, she shares the simple argument she uses to win over top-of-funnel content skeptics.
Countering a story-hating boss with SCIENCE
What happens when your boss just doesn’t see the need for stories in your content, and instead just wants straight data? Deanna explains how the science of stories can help you win over even the biggest content skeptic.
Want to dig in more? Then check out episode 2—streaming here now!
Originally published on Contently Strategist.
