When writing content, you should learn that not every reader is ready to buy from you—some are just getting to know your brand. That’s where awareness-stage blog posts come in. At this stage, your audience seeks answers and solutions or simply learns about a topic. The goal isn’t to push your product but to offer helpful, relevant content that positions your brand as a trusted source. In this blog, we’ll walk you through how we approach creating awareness-stage content that drives traffic and builds a connection with potential customers.
1. Understanding Your Audience at the Awareness Stage
Before you start writing, it’s crucial to deeply understand who you’re writing for. At the awareness stage, your audience likely doesn’t know much about your brand yet. They may not even know exactly what problem they need to solve. Your job is to meet them where they are—offering information that educates and guides them without being salesy. Their needs and interests are at the heart of your content creation process, making them an integral part of your journey.
There are two ways to do this-
The first step is to identify their pain points and common questions. This means you need to understand who your client is, what their product, service, or business is, and what their goal is. A brief meeting can help you discover all you need to know about solving their problems, thus attracting the right audience to their page.
The second thing you do is create informative, clear, and easy-to-digest content. These two simple steps will get you on your way to creating engaging awareness stage blog posts.
2. Types of Blog Posts that Work Best for Awareness
Not all blog posts serve the same purpose. We focus on content that adds value without pushing a product for the awareness stage. Some of the best-performing formats include:
- How-to Guides – helping readers solve a common problem. Every reader is looking for a solution. Whether it’s looking for fun spots to hang out, food recipes, fashion trends, or just looking for entertainment, with a “How-to” blog post, you can catch their attention.
- Industry Insights – sharing trends and updates to position your brand as knowledgeable. Readers are looking for information and valuable data. Your blog post can be a traffic generator.
- Beginner’s Guides – Yup! Breaking down complex topics for those just starting. Be their teacher and guide, and create awareness through this blog post.
- Problem-Solution Articles – Addressing specific challenges your audience faces.
3. Writing with the Awareness Stage in Mind
When writing for this stage, remember that it’s not about you but about them. The focus should be on the reader’s needs, not promoting your products or services. Keep your tone approachable, offer practical advice, and always aim to provide value. Show empathy and understanding in your writing to make your audience feel cared for and understood.
Key Tips – we’ll keep them short:
- Avoid industry jargon; keep it simple.
- Show empathy and understanding.
- Offer actionable steps or insights.
When writing a blog post, always put your audience in your mind, and they will have you in their mind, too.
Plan your social media calendar with this Social Media Template.
4. Optimising for Reach and Visibility
Even the best content needs to be seen. To ensure your awareness-stage blogs reach the right audience, do these:
- Use SEO best practices. Target keywords that align with what potential customers are searching for. For example, if you sell eco-friendly cleaning products, you might target keywords like “green cleaning supplies”, “eco-friendly household cleaners”, and “natural cleaning products”. Incorporating these keywords into your website content, blog posts, and product descriptions can help improve search engine visibility.
- Share posts across social media platforms. When you publish a new blog post about healthy meal prep, share snippets of the article along with eye-catching images on platforms like Instagram, Facebook, and LinkedIn, and use relevant hashtags such as #MealPrep, #HealthyEating, and #Nutrition to reach a wider audience.
- Promote content in relevant online communities. If you run a fitness coaching business, you could join online forums or Facebook groups related to your industry, such as a group for fitness enthusiasts. Share your blog post on workout tips, ensuring you engage with the community by asking questions and responding to comments, which can encourage further discussion and drive traffic back to your site.
5. Measuring Success
Implement a structured approach to tracking the key performance indicators (KPIs) for awareness-stage content. This approach enhances your understanding of audience engagement and content effectiveness.
Here’s what you need to know:
- Website traffic:
– Use tools like Google Analytics to monitor the number of visitors to your content pages.
– Analyse traffic sources (organic search, social media, direct visits) to see where our audience comes from.
– Set traffic growth benchmarks to evaluate whether our awareness initiatives are gaining traction.
- Time spent on page:
– Identify the average time users spend on our content pages using analytics tools.
Assess the correlation between time spent on the page and the quality of the content. A longer time may indicate higher engagement.
– Experiment with content formats (like videos, infographics, or long-form articles) to see how they affect time spent.
- Engagement metrics (shares, comments):
– Collect data on social media shares, comments, and likes to gauge how our content resonates with the audience.
– Use engagement ratios (like shares per view) to understand the shareability of our content.
– Encourage audience interaction by posing questions or prompts within the content and track response rates.
This data helps you understand what’s working and what can be improved.
Great content starts with understanding the reader’s journey. Awareness-stage blog posts are the foundation for building trust and attracting potential customers. They increase traffic and set the tone for future brand relationships when done right. So, the next time you plan content, think beyond the sale—start by helping, and the results will follow. Better still, you can contact a third party to help create traffic-generating awareness stage blog posts.
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