Similar as a producer of a product you can find in a supermarket needs to buy shelf space to get a presence in the market to get customers to trial their product, any company online would need to create a presence online first before a customer will engage with their brand.
The presence layer in the Content-Brand Pyramid has the objective to build a presence online. The content in the presence layer will start to show up in search engines or on social media sites, which help to build the first brand awareness for the company with potential future customers from the very first moment these people engage with the content.
Objectives for the presence content layer are:
- Creating content to build a presence in the market
- Addressing audience need for information
- Building an audience
- Getting found
- Get traffic