//How do you know if your content has an influence on brand awareness [Tools]

How do you know if your content has an influence on brand awareness [Tools]



 Know-content-impacts-brand-awareness "width =" 390 "height =" 215 "/ ></p><p> Editor's Note: Given the constant need for indicators to prove the value of your content, we wanted to report this article published last year on how to measure the fame of the Mark.</p><p> Before creating content to improve brand awareness, it's important to determine if you're creating the appropriate content type.</p><p> Take <a href= computer graphics . These are most often used as a tool for creating links. It's good if earning links is your goal. Infographics, however, are not as effective if you really want to raise awareness of your brand. This is because publishers tend to favor infographics that minimize branding – usually a logo hidden at the bottom of the content.

Conversely, if you want to create content that exposes your brand to more people, you can view content such as:

These are all types of content in which it is acceptable, if not encouraged, to showcase your brand.

The content format is important if your goal is brand awareness, says @SujanPatel. Click to Tweet

Now that you know what kind of content you need to create to build brand awareness, let's look at four ways to track its impact.

APPARENT CONTENT: 9 Evergreen Content Formats for Long-Term Success [Examples]

1. The reach of social media

The social impact of your content is an indicator of the impact it has on brand awareness – at least if it's the right kind of content (see above).

Unfortunately, measuring the social significance of your content is no longer as simple and accurate as before. By the end of 2015, Twitter – an important source of social sharing, especially in the digital industry – ceased supporting the number of shares on the tweet buttons.

Fortunately, sharing statistics are still available for three of the major social sites – Facebook, Pinterest and Google.

How can you get this data?

Shared account

Shared Count is my favorite tool for checking how often a piece of content has been shared socially (or at least shared on Facebook, Pinterest and StumbleUpon).

It is free and easy to use (paid versions available). Just insert the URL you want to tick in the box and click on "analyze".

 shared-count-tool "width =" 937 "height =" 293 "/></p><p> The main disadvantage of Shared Count is that you can only check one URL at a time. To accurately track the social reach of your content and, therefore, the impact it has on brand awareness, you need to check every URL where your content appears.</p><p><span class= Favorite tool to check the content of social shares? @SharedCount says @SujanPatel. Click to Tweet

Get Social

Get Social is not a tool I have personally tried, although I would like because it seems to offer some interesting features.

Namely: Get Social promises to follow "all social interactions, not just the 20% on share buttons". This is essential to get a complete picture of sharing your content and its effectiveness. and what is not it.

. @ Getsocial_io tracks all social interactions, not just 20% on share buttons, says @SujanPatel. Click to Tweet

Unlike the shared number, it's not free, but on the plus side, it helps you more. Packages start at $ 32 a month for use on a single website. This will track up to 100,000 visits per month, which should be more than enough for smaller brands.

 get-social-tool-example "width =" 872 "height =" 318 "/></p><h2> 2. Trademarks</h2><p> Another great way to measure the evolution of brand awareness is to determine the frequency with which it is mentioned online.</p><p> If you have a unique brand name, it's a lot easier. If the mentions of your mark are confused with the mentions of an entity with the same name, the filtering of the conversations could take time.</p><p> However, suppose you have a unique name (or at least you do not share your name with a big brand). Many tools help you know where your brand is used online.</p><h3> Mention</h3><p> <a href= Mention is one of the simplest brand tracking tools, with brand tracking being its primary goal. It explores websites, forums, blogs, social media platforms, and more. to find endorsements of your brand and notify you in real time via push notifications or email alerts.

Prices start at $ 29 a month for a solo shot. This should be enough for small brands. For $ 99 a month, you can also follow your competitors. Custom plans are available for major brands and agencies.

Use @Mention to track online real-time information about your brand online, says @SujanPatel. #brandmonitoring Click to Tweet

RELATED CONTENT: How Three Serious Brands Engage Humanly in Social Media

Google Alerts

Google's tracking tool has had its ups and downs (to the point of becoming essentially useless at some point). Although it is not the best tool on the market, it is free and easy to use.

If you do not have the budget for a professional tracking tool, it's worth a few minutes to set up a Google Alert. Just type what you want to follow in the box and click "create an alert".

 Example with google-tracking-tool "width =" 600 "height =" 462 "/></p><p> Do not forget that the same search syntax <a href= used in a Google search will work with Google Alerts. If you want to make sure that you have sent only alerts for your multi-word brand name, you must create an alert using the exact quotes.

For example, if I had to create a Google Alert for my own name, I would use "Sujan Patel" and not Sujan Patel.

3. References of the media

Some marketers measure the impact of their digital campaigns almost solely by the number of links generated by the campaigns. They manage themselves and their hard work.

Measuring the impact of digital campaigns almost solely on the basis of generated links is a bad service, says @SujanPatel. Click to Tweet

If publishers talk about your brand online because of the content you create (with or without a link), your content has an impact on brand awareness.

You may follow the media mentions with the help of the tools mentioned above, but you must distinguish between the media mentions and the consumer mentions. There are also tools providing more detailed information on online mentions and media coverage. Unfortunately, these tools tend to be very expensive.

If you are ready to pay for more detailed data on media coverage, you may want to consider two tools Coverage Book ($ 99 per month) and Meltwater (price on measurement only).

4. Trademark searches

The number of people searching for your brand online tells you a lot about how the overall brand awareness is changing. Unfortunately, it was much easier to follow that. Before Google began to hide the keyword data under "not provided", tracking brand searches was easy. You just had to look at your keyword data in the Google Analytics traffic report . Although some of these data are still available, they are so small that they are far from being a reliable source of data.

Fortunately, there are still ways to measure the evolution of research for your brand.


Running a Brand Campaign on Google AdWords can tell you about the number of people searching for your name online.

Some companies do not like running custom campaigns because they pay for unnecessary clicks because their brand names must appear at the top of organic search results when someone searches their business.

However, if the goal of a brand campaign is to quantify this research, AdWords can work properly. On the plus side, brand search terms will not be competitive, so they will not be expensive.

Creating a brand campaign follows the same process as creating any other AdWords campaign. Just be sure of:

Bid only on exact words or phrases
Include Keywords for as many variants of your brand as possible

Once your campaign is running, impression data tells you how many people are looking for a variant of your brand. You will then be able to follow the evolution of this situation over time.

HAND-RELATED CONTENT: 3 Keyword Search Trends to Redefine Your Content Optimization

Keyword Planner

If you've only used Google's keyword planner to search for phrases to use in paid campaigns or page optimization, you're missing a tip. Keyword Planner can also give you a good idea of ​​how many people are searching for your brand name and how it has changed over time.

If you only used #KeywordPlanner to search for expressions, you miss a turn. @SujanPatel #tools Click to Tweet

Access to this data is simple. In the Keyword Planner Home page, select "Get Data and Trends from Search Volume" and enter your brand name in the box.

 example-planner-tool-tool "width =" 600 "height =" 452 "/></p><p> Then, verify that you are collecting the correct country data and click on "Get a search volume".</p><p> <img class= Google Trends .

See how searches for your brand change over time via @GoogleTrends, advises @SujanPatel Click to Tweet

Enter the name of your brand in the search term box and modify the filters if necessary.

 google-trends-example "width =" 937 "height =" 229 "/></p><p> The most useful filter is "All Categories" – if you share your business name with other brands. This should increase the accuracy of the results by allowing you to narrow down the results in search of your brand in your industry.</p><p> It's interesting to note that, however useful Google Trends is, it does not reveal any data if your brand and the number of searches around it are too small.</p><h2> Conclusion</h2><p> These are four indicators that deserve to be followed if you want to understand the impact of your content marketing on the brand's overall brand awareness. Are you <a href= following metrics that I have not covered? It would be great if you could share what they are and how you follow them in the comments.

RELATED CONTENT: 50 of the Best Social Media Tools Selected by Top Marketers

Note: All tools included in our blog articles are offered by the authors and not by the CMI editorial team. No post can provide all the relevant tools in the space. Do not hesitate to include additional tools in the comments (from your company or those you have used).

Understanding how technology can improve your content marketing program is critical to your long-term success. Plan today to attend ContentTECH from April 8 to 10 in San Diego.

Cover image by Joseph Kalinowski / Content Marketing Institute