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How Online Branding Awareness And Content Management Work Together

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In the world of online marketing, content management is critical. However, there also has to be a strong element of online brand awareness within your content. Knowing how to make the two elements work together well can make a big difference, so let's look at what you'll want to do.

Establish Brand Standards

Online brand awareness extends to everything your company and its services and products might touch. Consequently, your online content management strategy should include a heavy dose of brand standards. Such standards cover everything from the use of your logos to the ways you might refer to employees and affiliates. If you've ever dealt with a business that called its salespeople associates, for example, you can bet that was a business with a clear set of brand standards.

Deliver a Checklist

Develop a checklist for your team to use whenever they make content. Right down to the choice of colors, words, and symbols, you want them to conform to the standards.

You should have policies regarding how loose or formal the brand is, too. A young fashion brand that mostly connects with customers through social media might allow lots of slang and perhaps even a little vulgarity or innuendo. Conversely, the content management team for a white-shoe law firm would probably be significantly more structured.


Groups of customers will cluster into audience profiles. You want to know which profiles like certain types of content, such as blog posts or social media photo albums, so you can tilt your marketing toward those interests. Similarly, you can focus your efforts toward certain profiles as you learn which ones love your brand.

Analysis and Review

Any good online brand awareness campaign should have solid data regarding customer perceptions and conversions. You want to be able to tie every branding exercise and piece of content to performance. If you post images to Instagram, for example, you'll want to know which ones drive engagement and sales.

Notably, you should have some form of A/B testing in place. You will want to use your online campaigns to see how different forms of content compare. This will provide data so you can start identifying keywords, product categories, and demographics that drive conversions.

You also should regularly review the data to see how certain appeals are working. Some will fall by the wayside as trends or simple repetition move the audience away. Ideally, you can adjust based on your A/B testing results. You want this to become a continuous process so you can improve and keep up with developments.

For more information on online brand awareness, contact a professional near you.