7 Content Marketing Strategies You Need to Know in 2024

Attention spans have become shorter than ever, and competition for eyeballs is fierce since the digital revolution. This makes creating engaging content that drives brand awareness challenging and crucial for any business hoping to thrive. But with so much information out there, how do you get your message across?

Before diving in, let's establish the “why” behind brand awareness. Brand awareness is the degree to which consumers recognize and remember your brand. It's the foundation for building trust and loyalty, which ultimately translates to sales and customer advocacy. Here's a stat to solidify its importance: According to data, 81% of consumers are more likely to buy from brands they recognize.

So, how do you create content that sparks engagement and drives brand awareness?

1. Know Your Audience:

The first step is understanding who you're trying to reach. What are their interests, needs, and pain points? Conduct audience research, analyze social media demographics, and utilize surveys or polls to gather valuable insights.

Example: Are you a financial planning firm targeting millennials? Focus on creating relatable content like TikTok videos offering budgeting tips or Instagram infographics about managing student loan debt.

2. Maximize Storytelling:

Facts and figures are important, but stories have the power to connect on a deeper level. People remember stories. Weave narratives into your content, whether it's highlighting a customer success story, showcasing the “why” behind your brand mission, or even creating relatable fictional scenarios.

Example: A sustainable clothing brand could share the story of a farmer who grows organic cotton for their garments, showcasing their commitment to ethical sourcing.

3. Leverage Visuals:

In 2024, visuals capture more attention than infographics crowded with text. Humans process information faster through images and videos. Therefore, utilizing high-quality visuals relevant to your content will not only capture attention but will also enhance comprehension.

Example: Include graphics in your blog posts, create engaging explainer videos, or utilize captivating product photography on your social media platforms.

4. Diversify Your Content Mix:

Experiment with a variety of formats to keep your audience engaged. This could include blog posts, infographics, videos (including live sessions), interactive quizzes or polls, or even downloadable ebooks or white papers.

Example: A health and wellness brand could offer a mix of content; a blog post with healthy recipe ideas, an Instagram reel demonstrating a quick workout routine, or a downloadable guide on mindful eating practices.

5. Be Authentic and Transparent:

Let your brand personality shine through in your content. Be open, transparent, and relatable. Don't be afraid to show your human side, address customer concerns, and actively interact with your audience.

Example: A social media management company could host a “behind the scenes” live stream where they answer audience questions about the industry and their company culture.

6. Optimize for Search Engines (SEO):

Content that's not discoverable is content wasted. Ensure your content is optimized for search engines, using relevant keywords and meta descriptions. This will help potential customers find your content organically.

Example: A travel agency could create blog posts optimized for keywords like “budget travel tips” or “unique travel destinations,” attracting potential customers actively searching for such information every minute of the day.

7. Promote, Promote, Promote!

Content creation is just one part of the equation. Once you've crafted amazing content, actively promote it across various channels. Utilize social media platforms, email marketing campaigns, influencer partnerships, or even paid advertising strategies to reach your target audience.

Example: Share your blog post on LinkedIn and Twitter, create social media posts promoting your new video, or partner with a travel blogger to showcase a specific destination you specialize in.

Real-World Examples of Brand Awareness Success in 2024

• Duolingo's Gamified Language Learning: Duolingo, the popular language learning app, has mastered the art of creating engaging content through gamification. Their bite-sized lessons, progress points, and friendly mascot Duo the owl make learning a new language fun and interactive. This approach has not only boosted user engagement but also expanded brand awareness, attracting new demographics who might have found traditional language learning methods intimidating.

• Evian's “Live Young” Campaign: Evian, the bottled water brand, launched a multi-channel campaign in 2024 titled “Live Young.” The campaign utilized a series of visually stunning short films showcasing people defying age limitations through various activities. This content resonated with audiences seeking healthy and active lifestyles, leading to a significant increase in brand awareness and positive brand perception, particularly among younger demographics.

• Hilton's Self-deprecating TikTok Ads:  In a surprising but successful move, Hilton Hotels embraced a humorous approach on TikTok. Their self-deprecating video ads playfully acknowledge the stereotype of long hotel room commercials, offering viewers a quick and engaging alternative. This unexpected strategy resonated with Gen Z audiences on TikTok, generating significant buzz and positive brand awareness for Hilton.

• Patagonia's Activism and Transparency: Outdoor apparel company Patagonia has long been known for its commitment to environmental activism. In 2024, they continued to leverage this focus, creating content that highlighted their sustainable practices and support for environmental causes. This brand authenticity and transparency resonated with eco-conscious consumers, further solidifying Patagonia's brand awareness as a leader in sustainable practices.

These examples showcase the diverse ways brands can create engaging content for brand awareness. The key takeaway is understanding your audience, tailoring content to resonate with them, and utilizing a variety of formats and channels to reach them effectively. By combining captivating content with strategic promotion and ongoing analysis, you can create a winning content marketing strategy that drives brand awareness and positions your brand for long-term success.

Strive to keep yourself (or your marketing team) up-to-date with the latest content trends. New platforms and formats are constantly emerging, so stay informed to adapt your strategy accordingly. Most importantly, don't be afraid to experiment!