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Content Strategy & Awareness

In order to create a successful content strategy, you must first have a clear understanding of your brand and what you want to achieve. Once you know your goals, you can create content that resonates with your target audience and helps you achieve your desired results. An effective content strategy will not only improve your brand awareness, but can also lead to increased sales, more website traffic, and higher engagement rates. In order to create a cohesive and effective content strategy, there are a few key elements you should keep in mind.

Getting Started

If you're not sure where to start with developing your own content strategy, this blog post will give you some key tips.

Evergreen Content

Content that stay relevant year-round (hence the name). Expect an even flow of traffic.

Topical Content

Timely, relevant content that relates to a current issue that will bring you a short burst or "spike" in traffic.

Targeted Advertisements

Advertisements and targeted content that are designed to speak "directly" to a single audience or segment.

Brand Awareness

Before we cover the different types of content, you must first understand the different stages of the buyer's journey. You may recall the "Ski Slope" analogy from a previous lesson.

In this illustration, content is grouped into one of three categories:

  1. Bunny Slopes (or evergreen content)
  2. Blue Squares (or topical content)
  3. Black Diamonds (or targeted advertisements)

These three categories coincide directly with the three phases of the Buyer's Journey:

  1. Brand Awareness
  2. Consideration
  3. Decision

In order to keep your traffic flowing naturally, you have to have leads and/or customers in all three phases. Keep  this in mind when you are building your content strategy! If you're going to run targeted ads, make sure your evergeen and topical content is updated first. You don't want to make it difficult for newcomers to find an entry point.

Tip: Don't skip out on the evergreen content!

Evergreen Content

When it comes to content strategy and brand awareness, evergreen content is key. This type of content is timeless and relevant no matter when it is read. It is the foundation of a strong content strategy and can help build brand awareness and loyalty over time. There are many different types of evergreen content, but some examples include How-To guides, listicles*, and resource pages. This type of content is usually evergreen because it is helpful and informative, and can be applied to any number of situations. If you want to create a content strategy that will stand the test of time, focus on creating evergreen content that will be relevant and useful for years to come.

*What is a listicle?

A listicle is a piece of writing or other content presented wholly or partly in the form of a list.

Tip: When writing evergreen content, try not to focus on your current offers. Instead, focus on your business, your mission, the problem that the consumer is facing, and your solution to that problem.

Topical Content

When writing topical content, keep in mind that your content should be relevant to your audience and target market. Secondly, your content should be shareable, so that it can reach a larger audience and help to build your brand. And finally, your content should be engaging, so that readers will want to come back for more.

With these things in mind, let's take a look at some tips for creating great content that will help to build your brand and raise awareness for your business.


Write relevant and topical blog posts

When it comes to content strategy, RELEVANT and TOPICAL content is key. Write blog posts that are relevant to your target market and audience that will offer something of value to them. If you can write posts that are both informative and entertaining, even better!

Create shareable content

If you want your content to reach a larger audience and help to build your brand, make sure it is shareable. Create content that is easy to share across social media and other channels. Use engaging headlines and visuals to make your content more appealing and shareable.

Keep your content engaging

Finally, make sure your content is engaging. If readers enjoy your content, they will be more likely to come back for more. Use strong writing, interesting topics, and helpful tips to keep your readers engaged.

Tip: By following these tips, you can create great content that will help to build your brand and raise awareness for your business. So get writing and start sharing your content today!

Targeted Advertisements

Targeted ads are those that are specifically targeted to a certain audience. For example, you might target ads to people who live in a certain area, who have visited your website in the past, or who have searched for similar products or services.

The key to targeted advertising is to make sure that your ad is relevant to your target audience. If your ad is not relevant, it will not be effective.

When creating a targeted ad campaign, it is important to consider the following:

Who is your target audience?

What are their needs and wants?

What are their interests?

What is the best way to reach them?

Once you have answered these questions, you can begin creating your ad campaign. Remember, the goal is to create ads that are relevant and that will reach your target audience.

Tip: If you have ever received an ad that wasn't relevant, you know how annoying it can be for a company to target you without your consent. Try not to target your audience until you have full brand awareness on an audience that is already considering your products or services.