Want your brand to be so visible that people can’t help but notice?
Who doesn’t want that? If your brand is visible, you get:
- improved trust
- more organic sales
- higher market share
Brand visibility is a “nice-to-have.” It’s a requirement if you’re to grow as a business.
There’s just one problem… you live in a world where every company wants that same visibility. Millions of brands are competing for attention, and there’s only so much room in people’s brains.
This is where content marketing comes in. It’s the answer to your visibility prayers.
Why Brand Visibility Is Crucial
The fact of the matter is brand visibility has never been more important than it is now.
Here’s why…
84% of consumers need to trust a brand before they buy from it. Problem is… you can’t build trust if no one knows you exist.
Brand visibility is the cornerstone of everything else. Visibility = awareness = trust = sales.
It’s not an exaggeration to say that the brands with the most visibility are the ones who are crushing it right now.
Research from Magnetic Mind Studio goes into this in-depth. It says brands that employ consistent messaging on all touchpoints can improve their visibility by up to 300%.
That’s a huge number.
You must make sure your content marketing messaging is on point if you want to be seen by your audience.
How Does Content Marketing Help?
Content marketing is an extremely powerful way to increase your brand visibility.
Why? Because content marketing was made to solve the visibility problem.
It’s no secret that 87% of B2B companies are using content marketing to increase their awareness. And it’s working far better than traditional ad methods.
So what is it about content marketing that makes it so good for brand visibility?
Here’s why…
It creates touchpoints. Every bit of content you create is another opportunity for someone to discover your brand. Blog posts, videos, social media posts, podcasts, online events — each piece of content multiplies your visibility.
It establishes authority and trust. By churning out helpful content time after time, people start to recognize you as an expert in your field. Authority increases your brand recognition and trust.
It generates organic reach. Great content will get shared. When people share your content, they’re effectively sharing your brand with their network. This free organic reach is pure gold.
This isn’t some random stuff I’m making up. The Harvard Business Review did research into this that showed 68% of people who downloaded their report first learned of it through an article.
Now on to the juicy stuff…
The Marketing Visibility Master Plan
If you want to make sure your brand is visible to your audience, there are some approaches that work far better than others.
Approach #1: The Authority Content Method
This is my personal favorite way of building visibility for brands with content.
What you do is create expert-level, comprehensive content that establishes your brand as THE resource in your field. The type of content I’m talking about is detailed guides, research-backed articles, and in-depth case studies.
Why is this approach so powerful? Because this type of content naturally gets backlinks, social shares, and media coverage. This activity all leads to increased visibility in a massive way.
The numbers back this up too. 52% of B2B buyers are more likely to buy from a brand after reading their content. That’s the power of creating this type of content.
Approach #2: Multi-Channel Content Distribution
Creating great content isn’t the hard part. The real work comes in the distribution.
Instead of just posting your content on your website and hoping for the best, successful brands push their content across multiple channels:
- Social media
- Industry publications
- Guest posting opportunities
- Email newsletters
- Video content
- etc.
The more places you publish your content, the more opportunities your audience has to find it.
Approach #3: Video-First Content Strategy
Video content is the big hitter right now for brand visibility.
In fact, 90% of video marketers say that video boosts their brand awareness. That’s by a country mile. Video is absolutely obliterating other formats in terms of engagement and reach.
But don’t try to produce Hollywood quality videos. It doesn’t work that way. Remember that authenticity is king.
Real people doing real things work far better than slick “brand voice” videos.
Approach #4: User-Generated Content Amplification
Need to exponentially increase your reach without having to create more content?
Leverage user-generated content. When your customers create content around your brand, it’s basically free advertising from trusted people.
Successful brands don’t let this happen by accident. They make it happen. Here are some of the things you can do:
- Branded hashtags
- Contests and challenges
- Share their stories
- Make it easy for them to share their experiences.
UGC works because we trust content shared by other customers more than content directly from brands.
Measuring Brand Visibility Effectiveness
The only way to build better brand visibility is to be able to measure the work you’re putting in.
Visibility was nigh-on impossible to measure in the past. It’s not anymore.
These are the metrics you need to measure your visibility…
Brand mention volume
The number of times people are talking about your brand on the internet, social media, and in the news.
Share of voice
How often does your brand get mentioned compared to your competitors? Are you visible in your industry, or not?
Organic search visibility
How visible is your brand in search results for related keywords?
Social media reach
The number of followers you have on each platform, and how engaged they are.
Direct website traffic
When someone types your brand name directly into their browser, this counts as “brand awareness.”
Calculating ROI on Building Brand Visibility
I’ll level with you…
Content marketing can produce 3x more leads than traditional outbound marketing methods. Yet it costs 62% less.
Talk about a return on investment.
It’s not just the leads, either. When you put effort into building a visible brand, it has some long-term effects as well:
- More loyal, trusting customers
- Pricing power
- Easier product launches
- Lower customer acquisition costs
- Higher company valuation
Brands that understand this see it as an investment and not a cost.
Visibility Mistakes To Avoid
I’m not trying to be the “fun police” here, but some stuff you should 100% be doing if you want to increase your brand visibility.
The important thing is to watch out for these common errors brands make so you don’t fall into the same traps.
Mixed messages. Your brand messaging needs to be clear and consistent across every channel. Confusing people just dilutes the impact of your efforts.
Playing it too safe. Boring, generic content is forgotten as soon as people see it. You have to have a unique voice and perspective that makes people stop and listen.
Visibility Summary
Increasing your brand visibility through strategic content marketing is now a must for businesses everywhere.
The businesses that get that are already miles ahead of their competition.
They are the ones who are getting seen, getting trusted, and getting chosen by customers.
If you want to be one of those companies, do this:
- Get clear on your brand voice and message.
- Create a multi-channel content strategy .
- Track and measure your visibility metrics.
- Be consistent in your efforts.
Every piece of content you put out is an investment in your future brand visibility. Make it count.
The game of visibility is not new, but the way we play it is. Make sure you focus on providing value, being consistent, and putting your audience first.
Go on, start building brand visibility today.
Reach out to Baddiehub for more.
