How to Make Great Content for Your Buyer’s Journey

How to Make Great Content for Your Buyer’s Journey

Sales is when you talk about yourself as the best solution. For this reason, marketers should focus on talking about their clients’ problems and offering solutions. So how do you create content to engage your audience at different stages? Mapping Your Content to the Buyer’s Journey The buyer’s journey has five distinct stages: Stage 1: Awareness Stage 2: Consideration Stage 3: Analysis Stage 4: Purchase Stage 5: Loyalty The best thing about this approach is that these stages integrate both marketing and sales: Stages 1, 2, and 3 = Marketing Stages 4 and 5 = Sales Even better, it allows you to create different types of content to match each specific stage of the Buyer’s Journey. Content messaging: Focus on content that helps as many people as possible get to know you. Content messaging: Showcase your familiarity with the problems your clients are trying to solve. The goal: Give people the info they need to make an informed decision about working with a company in your space. Would-be buyers start asking themselves questions about the transaction: What will it mean to become a customer (read: “a supporter”) of this business? The buyer’s mindset: They want to be reminded of why they are working with you or supporting your business. Content messaging: Deliver content that reminds them why they might want to work with you again—or why they started working with you in the first place.

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What’s the biggest mistake I see content marketers make? They spend too much time talking about themselves instead of learning about what their potential customer needs. They forget that you can’t sell a solution until you know the problem. And even then, as a marketer, you shouldn’t be selling anything.

To put it bluntly: Too many marketers are making a case for their company prematurely in the buyer’s journey.

how build a buyers journey
To avoid this, make sure you know the difference between marketing and sales.

Sales activities vs. Marketing activities

Marketing is when you address your clients’ problems, then make a case for solutions.

Sales is when you talk about yourself as the best solution.

Marketing’s job is to ease people into the sales stage of the relationship, creating the best possible experience along the way so that people are excited to buy.

For this reason, marketers should focus on talking about their clients’ problems and offering solutions. Not only does this lead to more excited and engaged customers, it helps your sales process and team as well.

So how do you create content to engage your audience at different stages? When should you talk about your company and what it has to offer? When do you pass it off to your sales team?

Welcome to the buyer’s journey.

how build a buyers journey
how build a buyer

Mapping Your Content to the Buyer’s Journey

The buyer’s journey has five distinct stages:

  • Stage 1: Awareness
  • Stage 2: Consideration
  • Stage 3: Analysis
  • Stage 4: Purchase
  • Stage 5: Loyalty

The best thing about this approach is that these stages integrate both marketing and sales:

  • Stages 1, 2, and 3 = Marketing
  • Stages 4 and 5 = Sales

Even better, it allows you to create different types of content to match each specific stage of the Buyer’s Journey.

This is the basic framework we use at Column Five to strategize content for ourselves and our clients.

how build a buyers journey
how build a buyer

The goal: Introduce yourself to your customers and acknowledge your target customers’ pain points or…

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