I'm not sure who needs to hear this today but if your goal for a piece of content is brand awareness... 👏 you NEED to reevaluate your approach 👏 A goal like this tells me two things... 1️⃣ That it was probably decided after the content was created, as opposed to before. 2️⃣ That the creator is not setting themselves up for success. Brand awareness is SO hard to track, and it's too broad to measure. Instead, focus on more granular goals like... 📈 Increasing the CTR in a free trial campaign with the help of a piece of content. 🥊 Helping the sales team combat a very specific objection that they hear day in and day out. ✍️ Showcasing a highly relevant and beneficial use case for your product that your target audience doesn't know about yet. I know some of these goals don't feel as flashy, but they can ACTUALLY increase conversions. This is something that organic traffic content and brand awareness content struggle to move the needle on. Establish a goal in advance. Get granular. Be specific. Ask questions. & FOCUS 🧠. I promise these little, strategic, changes to the way you approach your work will help you see dynamic results 🚀.
Agreed 💯 Brand awareness and recognition comes after a lot after other milestones. Focusing on achieving the smaller ones first automatically elevates your brand for the broader recognition.
Awesome points, thanks so much for sharing this.
You have explained this brilliantly! Am going to apply this approach, thank you!
Cherish Edwards
Copy Editor and Concepts that Enhance your Offers
1yWhat a great point and explanation! How can so many business owners/ digital marketing managers keep striving for and talking about awareness when it is so fluid and difficult to measure..? How much more content will keep being published with no goal or direction..?