So, shall we crack on with what awareness actually is? What is Awareness: Introducing the Content Awareness Scale The definition of awareness is “knowledge or perception of a situation or fact” Showcase the expertise and quality of your business.Increase traffic with content people are actually searching for.Build a positive relationship based on trust and understanding.Provide what they want and what they actually need.Join the conversation they are having in their head.Give them the right information at the right time.Know what conversations your customers want to have.Your messaging, and therefore your content, has to be personalised and targeted using the content awareness scale. They also won’t be at the same stage in their buying journey.
When you are marketing to your target audience, you must remember that each person (or business) will not have the same level of awareness.
It means you can spend time constructing a marketing strategy, and more specifically, a content strategy that resonates with a whole heap of people. There will be trends within all of those categories listed above. More on awareness in just a minute.Īlthough people are unique, your ideal customers will have similarities. What’s more, you’ll need to know all of those things at each stage of awareness. You need to know the people that make up a market in relation to their wants, needs, interests, desires, motivations, beliefs, and objections (the list goes on). If you don’t put time and effort into getting to know your market, then all those potential customers will seek out a business that will. It’s the difference between healthy profits and repeat purchases or paltry conversions. Really knowing your market is the difference between being a forgettable business and a truly memorable business. And by the end of it, you can take the content awareness scale (nicely popularised by Eugene Schwartz) and implement it into your own business.įirst, I want to ask you a very important question. We’re going to have a good chat about awareness in this blog. If you don’t know why that is, you’ll soon be crystal clear. No business under the sun (or the moon) should create a content strategy without audience awareness sitting front and centre.
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