Brand awareness campaigns are a company’s rite of passage to compete in today’s primarily crowded markets. These campaigns revolve around engaging content and follow familiar key performance indicators (KPIs) like social engagement and page views.
Have you considered that brand awareness is at the shallow end of the pool, and your company benefits more by wading deeper into attention campaigns to capture new clients?
Is garnering awareness enough to bridge the gap and create customers? We at the Art of Marketing say … nope! Here’s why.
Our blog, ” Why Attention Over Awareness is Best For Gaining Customers: How It’s Different,” explores how vying for attention impacts your company’s sales goals faster than awareness. More marketers are following attention KPIs to track ad campaign success, and content creators are wise to follow that example.
We discuss brand attention versus awareness and offer our perspective on measuring your content’s success.
So, why focus on Brand attention over awareness?
Awareness is more surface level. People can be aware of a brand but must learn enough about its product or solution to buy it. Potential clients who pay attention to a company’s content are a step closer to purchasing along their buyer’s journey.
We’re not the only ones wading deeper into attention goals. The “Global Insights 2024 Trends Report” from DoubleVerify noted that 47% of media buyers planned to focus on attention metrics when tracking most of their 2024 buys.
The Subtle Difference Between Brand Awareness and Attention Metrics
Content marketers rely on the “usual metrics,” including impressions, followers, likes, comments, and website traffic. The main difference is that attention metrics indicate a person spends more time responding to content.
We like to think of awareness metrics as passive and attention more active. For example, liking a social post takes less time and focus than commenting on that same post. A person who reads your blog and reposts it with a comment takes more time and attention than just reading it and moving on to the next post in their feed.
Why Shift Your Focus to Attention?
Focusing on attention-getting content will benefit your company twofold. First, it will result in more compelling content. Second, tracking attention metrics reveals the most engaging content topics that drive more audience interactions.
Take the plunge with new content creation focused on brand attention as the goal. Track your content’s success and use the data to enhance future content.
The Art of Marketing understands the power of attention-getting content. Talk to us about creating content for you.
