What Kind of Content Should I Create at Different Stages of Buyer’s Journey?

When you are thinking about what type of content to create, you have to know where your customers are in their buyer’s journey. Only 3% of the traffic are in-market buyers. If you are creating only bottom-of-funnel content, you’re probably missing 97% of the people that you can help. That is why it’s really important to figure out what kind of content you need to create in terms of the buyer’s journey. In this episode of Digital Marketing 101, we’re going to talk about it in detail.

Everything you do in your marketing department has to be centered around the buyer’s journey. If it’s not about it, then it’s not going to help you move the needle. Let’s break this down into the types of content that you need to be creating in your organization.

#1 is the awareness stage.
This is the content about the problem that the customer has.

Examples:
- pillar content;
- blogs;
- reports;
- videos;
- quiz.

#2 is the consideration stage.
This is where you show the successful case studies of how your business helped other people.

Examples:
- case studies;
- comparison;
- product content;
- use cases.

#3 is the decision stage.
This is the “provider” content that will guide them on how they can solve their problem with you.

Examples:
- trial;
- demo;
- social proof;
- testimonials;
- appt.

As a marketer, knowing what you need to do to drive results is extremely important. Hopefully, this video has been helpful.

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[PaulW]

Great advice! Make everything about your audience...where they're at in THEIR journey, THEIR needs, THEIR questions, etc. And crank out tons of content on multiple platforms, so your customer can consume it on THEIR preferred platforms.

[yipgm]

Totally agree. But most of companies lose patience to care about that 97% prospects. 99% business man or marketer ignores the importance of that 97% prospects. Only 1% business owner or marketer will do so.