Building credibility, brand awareness and sales has historically been fairly straightforward for brick and mortar businesses. These types of companies usually take enormous resources to get off the ground and will typically also have the necessary capital to advertise their name in various media. If customers find that their product or service is one that they need and if the company provides good customer service, then they will keep coming back, and their brand and sales will grow. A lot of the business start-ups today are very small and may even be internet only with no customer accessible store or showroom. They do not have the option of all this capital to put into advertising. They must find low to no cost methods of building their brand and winning the trust of customers to get them to order their goods or services. Content marketing is one of the most powerful and low cost ways of accomplishing this.
Internet marketers have known for years now that a constant stream of fresh, new content keeps their websites ranked higher on Google and other search engines. This is the first purpose in using content marketing to build your brand awareness and sales. No one will ever know about your brand or give you any sales if they don't know you exist. There are, however, other venues to place content that can serve the purpose of building the name of your brand.
Every business that is serious about growing on the internet should have a blog. This serves as a central place for content that offers potential readers helpful information about issues people may be having related to the products or services that you are trying to sell. If, for example, you have a business selling healthy and natural dog and cat treats, you could start a blog about pet health. This will enable you to have a place where you can put articles in general about a topic in which the readers of the blog care about and about a topic that you will be able to help them with through your product. Having a blog with high quality content will also have the effect, over time, of establishing you as an authority in a given area related, of course, to the product or service you are selling. Eventually you may find your blog being quoted by others in that same field. Also, you may find it helpful to write articles for others blogs or ezines to attract outside attention to your blog and set yourself up as an authority across a wider sphere of influence.
You can also share content directly with customers through an email newsletter. There are excellent email services available that will enable you to automate the process of customers opting in to receive newsletters from you in order to spread the word about your brand and products while avoiding spamming accusations.
Any business not fully utilizing social media in helping to proliferate fresh content about their industry is doing itself a disservice. A Facebook and other social media accounts enable your customers to 'like' your business and provide a link to friends to find out about what you have to offer. Many businesses also find it helps to have a link to their Facebook page on their company website so you can create a two way traffic between your social media campaigns and your website.
Fresh, high quality content is the lifeblood of any business trying to increase their brand recognition and reach a higher plateau of sales. It can also keep customers coming back to you by establishing yourself as an expert in your industry. People trust experts and trust equals credibility. As long as you have a good product or service and offer great customer service, a never-ending stream of fresh, high quality content should generate a never-ending stream of credibility and customers.