Your prospective buyers are searching for information online. They are looking for answers to their questions, solutions to solve their problem and reviews of similar services and products. They are becoming aware of different providers, considering their options and then deciding which one best meets their needs. This self-guided process is called the Buyer's Journey.
So how do you ensure your company's products and services are a part of their journey? By offering content online that meets them at each stage of their path to purchase.
Having a content strategy in place is crucial for moving a prospect along the Buyer's Journey. It positions you as the authority and the guide to help them make the best decision. When you strategically supply helpful content at each stage of the Buyer's Journey, your content will ultimately lead them to purchase from your company.
Let's explore 6 types of content that are appropriate for each stage of the Buyer's Journey.
AWARENESS STAGE
During the awareness stage, prospects are searching for information about how to solve their problem or satisfy their need. In order to attract these potential buyers to your company, use this type of educational content to make the best possible first impression:
- Blog Post
- Infographic
- Social Media Post (promoted)
- How-To Video
- Checklist
- Whitepaper
CONSIDERATION STAGE
When considering their options, buyers are hunting for information that meets their requirements for purchase. Provide helpful and persuasive content that allows them to assess which alternatives best meet their needs:- Free Sample or Free Trial
- Product Comparison Guide
- Demonstration Video
- Case Study
- Customer Review
- Frequently Asked Questions
DECISION STAGE
Before making a final decision, the buyer will seek answers to their last set of questions. This is your opportunity to overcome any objections and make your closing argument. Help them make a confident choice by putting their mind at ease with this type of content:- Customer Testimonial
- Influencer Endorsement
- Pricing Guide
- Return on Investment Calculator
- Live Demonstration
- Free Consultation
If you haven't done so already, be sure to use our Buyer's Journey worksheet to map out your own prospect's path to a purchase decision. Then use the tips above to identify useful content for each stage. The result will be a better aligned content marketing strategy that ultimately leads to more new customers.
