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.
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.
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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 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".
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.
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.
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.
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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".
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.
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.
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.
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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.
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.
Google Trends .
Enter the name of your brand in the search term box and modify the filters if necessary.
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.
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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).
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Cover image by Joseph Kalinowski / Content Marketing Institute