Is Your Content Marketing Aligned with Your Buyer Journey?. If it’s not properly geared to guide people down the sales funnel, it won’t gain traction, and will leave your ROI with plenty to be desired. The buyer’s journey typically encompasses three major stages: Discovery – This is where prospects become aware of a prevalent issue in their life and begin looking for viable solutions. With each piece you produce, your end game should be to educate and drive profitable consumer action. Perhaps the best types of content to produce here are educational blogs, case studies, e-books, etc. Producing useful content for the discovery stage requires a great deal of research. Including the proper terms and phrases is what makes it simple for people to find your content. Consideration Educational content is essential to reel prospects into your messaging. The consideration stage is arguably the most important part of a content strategy because this is where leads are getting serious about making a purchase and thinking critically to find the perfect fit. Everything you have done thus far leads to this point in the journey.
Both B2B and B2C industries are planning to significantly step up their game throughout 2017. The majority of marketers are dead-set on producing more content to enhance their efforts across the board.
Businesses frequently come to us for advice when their in-house content marketing strategy isn’t quite yielding the desired ROI. All too often, the reasoning behind meager results is the branded content is mismatched with the appropriate stages of the buyer’s journey.
Plain and simple, for content to be successful, it must appeal to the right people at the right time.
At the end of the day, it doesn’t matter how great your messaging is. If it’s not properly geared to guide people down the sales funnel, it won’t gain traction, and will leave your ROI with plenty to be desired.
The buyer’s journey typically encompasses three major stages:
- Discovery – This is where prospects become aware of a prevalent issue in their life and begin looking for viable solutions. In their search, they need to find you.
- Consideration – The potential customer is in the process of narrowing down the best possible options to address and resolve their pain points. In many cases, this is where meaningful content is needed the most.
- Decision – The soon-to-be customer has just about made the choice to go with you. However, they are looking for ways to justify their purchase before making it official.
Content for each stage needs to be approached from the proper angle. With each piece you produce, your end game should be to educate and drive profitable consumer action.
Unfortunately, this is much easier said than done. Let’s talk about how you can position your strategy to adhere to customers in all aspects of the cycle.
Discovery
This area is all about bringing awareness to a certain problem in the market and making first impressions.
We live in a fascinating time where all the information we need is literally at our fingertips. That being said, it’s almost a guarantee that the first step consumers take is going on the internet and exploring their options.
Perhaps the best types of content to produce here are educational blogs, case studies, e-books, etc.
REI does a fantastic job with their website’s blog.
The reason it is such a powerful part of their content strategy is because they know their audience down to a tee. They know exactly what types of questions people…
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