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The Power of Content Marketing

Content marketing is essential for building brand awareness and customer engagement in today's digital landscape, as it allows brands to connect with their audience through quality content. Successful examples include Zomato and Carl Pei's product launches, which effectively utilized content marketing to generate excitement and drive sales. However, brands must be cautious, as missteps in content can lead to significant reputational damage, as seen in cases involving H&M and Levis.

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38 views3 pages

The Power of Content Marketing

Content marketing is essential for building brand awareness and customer engagement in today's digital landscape, as it allows brands to connect with their audience through quality content. Successful examples include Zomato and Carl Pei's product launches, which effectively utilized content marketing to generate excitement and drive sales. However, brands must be cautious, as missteps in content can lead to significant reputational damage, as seen in cases involving H&M and Levis.

Uploaded by

chandu divi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The Power of Content Marketing: Building Brand Awareness and

Engagement

Introduction

Content marketing in today's world is more than just posting some information online. With
the increase in the usage of electronic devices and customers spending a large amount of their
time on the Internet, companies and brands looking to increase their visibility can take
advantage of this. Careful consideration of the content a brand is posting online can give it a
competitive advantage.

Building Brand Awareness and Customer Engagement

Brands can take advantage of content marketing to build brand awareness, connect with the
target audience, build trust, and encourage customers to engage by creating and delivering
quality content. When creating content for any target audience, a few things should be kept in
mind like the value to the reader, mobile friendliness, and an easy-to-read format. It is also
important to create content that is relevant to your target audience; creating quality content
that is irrelevant to your target audience will not be of any use. This can be avoided by having
a well-built content marketing team and strategy. It will also help a brand in other aspects like
driving traffic to the website, conversion rates, and customer retention. Zomato is one such
brand that adequately makes use of content marketing to engage and attract its customers and
increase its visibility online. From the content the brand posts on its social media handles to
the push notifications it generates on its customers' mobiles, Zomato has peaked in its content
marketing aspect.

The result of effective content marketing can be seen in the results obtained. Carl Pei founder
of the brands OnePlus and Nothing juiced everything out of content marketing by creating a
sense of excitement for his audience before the launch of his products. This campaign has
been successful in grabbing the attention of the audience and engaging their curiosity level by
building slow and sustained hype. This resulted in the hype for the product even before it was
launched and eventually resulted in tremendous sales after the launch. The same strategy was
used to hype up OnePlus in 2014. It can be said that both campaigns were a success,
considering the sales.

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As much as content marketing helps in building brand awareness and a positive image for a
brand, one can say that content marketing if not used cautiously can also harm the image of
the brand. One mistake in the content a brand is posting online, even a minor one can affect
the reputation and image of the brand. H&M had to face consequences for one such incident
where the brand advertised a sweatshirt with the words ‘coolest monkey in the jungle’
featuring a black child. The company was accused of racism and this cost the company
partnerships with the Weekend and G-Eazy and it also faced backlash from the public. One
disadvantage when it comes to creating content online is that- it will be remembered. As the
internet has no geographical boundaries, it is nearly impossible to control the after-effect of a
bad campaign or situation. This is one of the main reasons a brand needs to be considerate
and careful when posting content online.

Levis had many such mishaps in its ad campaigns over the years. It has been made evident
that the mishaps just don’t go away, even if the brand has gained popularity and a good brand
image today. The ad campaign “Hotness comes in all sizes and shapes” has to be one of the
most controversial ads in the brand's history. With the campaign's tagline, “Hotness comes in
all sizes and shapes” the ad featured models of a similar size and shape, who were skinner
than the usual average of American women. This is just one of such campaigns levis has
introduced and failed in.

Content marketing and Social Media

Social media is a huge aspect of content marketing when it comes to engaging with
customers and audiences online. with a customer base of both teenagers and adults, brands
have a great opportunity to engage and interact with their customers. Posting quality content
that creates value for the audience, will keep them involved with the brand. Encouraging the
audience and customers to engage with the posts through the comment section and sharing
the posts, will help in brand awareness. Along with brand awareness social media also
contributes to the visibility of the brand in the search engine result pages, resulting in the
increase of the organic traffic.

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Conclusion

Content marketing can be a brand's best friend if structured and maintained with care. It has
proven to be an effective strategy to build brand awareness and engaging customers. Having a
well-planned content marketing strategy will help businesses gain a competitive advantage.
With the increasing importance of digital marketing in the business's daily activities, it needs
to learn to use that to its full potential. Well-formulated content marketing strategies also help
gain the trust of the target audience. This will in return be helpful in the conversion and
retention of customers. In order to thrive and succeed in this digital world, a business needs to
learn and excel in it; a business that has a digital presence has more of an advantage than one
that does not.

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