Content Marketing for Brand Awareness or Direct Marketing?

Creating goals for every strategy is one of the most important steps for any business.

What is the best and more efficient goal for all the content you produce? What should you do in your marketing to make your outreach as effective as possible?

Should you be marketing for direct sales or marketing for brand awareness.

Content Marketing for Direct Sales

Your goal with direct sales is exactly just that. You are looking for your audience to view and engage with the content to funnel them into a sale or an end user goal.

Usually in this content, you provide all the elements your viewer needs to go and purchase your service/product. (Description of service, persuasion and a call-to-action)

Content Marketing for Brand awareness

Unlike direct sales, your goal is to engage with your audience and push your brand identity to them. Getting your target audience interested in your business.

This content is more rich and heavy with your business' visual identity. Trying to show your tone and personality through the content. Usually the content is a loose description of what you do: logo, and loose CTA like a website URL.

What way of content marketing is better?

Though direct sales seems like the better option, brand awareness (especially in the competitive modern era) has become the more impactful way to go with your content marketing.

Why brand awareness?

When it comes to your audience, blanket advertising is not as effective as it once was. People know when they are being advertised to. Directly telling someone to go and buy what you are trying to sell, can almost be insulting to your viewers when it is so blatant with the advertising.

Instead of focusing on trying to funnel and sell through your content, it is much more effective and impactful to the viewer when your content is more brand focused and designed with a purpose.

Your content should have the focus of telling the viewer who you are, what you do and what you're about through your brand identity

This is better because you are trying to invoke an emotional response from your viewer and get them invested in what you have to say. Your marketing becomes more nurturing than selling.

Getting an audience based on how you are and what story you tell, gives the chance to not just convert once, but multiple times because your audience becomes fans of your business.

Making content marketing meant for direct selling isn’t the worst thing in marketing. But when it comes to focusing on brand awareness and brand identity, this is the most effective way to do content marketing because each content you produce will do more for your business.