Not that long ago, or at least it seems, the business of building brand awareness was fairly straightforward. The success of your campaign typically had a lot to do with the size of your budget and the creativity of your marketing team.
Content marketing has disrupted everything. Small companies, and even individual bloggers, are generating brand awareness among their target audiences at a degree that can surpass those built through multimillion-dollar marketing initiatives.
That type of success requires a deep understanding of your customers, and what they want at every stage of their experience with you — whether it’s getting more information, buying a product or service to solve a problem, or simply being entertained.
While this is the Age of the Customer, it’s not all about the customers. Success also lies in telling your side of the story; humanizing your company in a way that customers find relatable and authentic.