2 strategies for creating top-of-funnel marketing content – ProWellTech
Even when you are excellent at selling, you still need people to know you exist in the first place.
Content is excellent for supporting your product or service, but it also excels at delivering value to potential customers in a more tangential way, introducing them to your brand and building awareness and authority.
Here’s how using content marketing and digital PR can go a long way in making your brand known.
Positioning of content on the site for awareness-raising keywords
When the content on the site you have created ranks well on search engine results pages (SERPs), that doesn’t just mean you get more traffic (although that’s certainly a big plus).
You are also getting your brand name in front of users for it to appear in the results. You’re building authority because Google seems to believe you have the best answer for their question. You are giving to the researcher and you answer their question and you start building trust.
So how do you know which keywords / topics to target and what type of content to create? Search by keywords, which basically means examining what keywords people are searching for, how many people are searching for them per month, and how hard it will be to rank them.
The Google Ads Keyword Planner provides this information, but you can also use Chrome plugins like Keywords Everywhere and Keyword Surfer or free tools like Ubersuggest.
When your goal is to create awareness, it is important that the keywords and topics you are targeting have a high volume. In other words, they are sought after a lot. Awareness goals mean reaching as many people as possible so that more people know your brand exists and you begin to understand what it is all about.