The content is to be mapped out to help buyers make the purchasing decision and every stage requires different types of content. So, how do you make sure that your content is part of the buyer’s journey?
First, let’s define what a buyer’s journey is.
The buyers’ journey –
Making content that is part of the buyers’ journey is one of the Top 3 Content Marketing tools to focus on in 2021. The buyers’ journey is a combination of stages that prospects or leads have to go through before they become paying customers. The journey goes beyond the first purchase and extends into the after-purchasing and repurchasing.
There are typically three stages in the buyers’ journey:
You should have content that is specific to each of these stages.
The awareness stage is where prospects face a problem and they are looking for any information on the internet. They’re not ready to buy yet but they’re hungry for any solution or source that would lead them to solve their problem. This is a great stage for you to let them know of your brand. Give them the information they need to understand their problem. Make it your aim to use the keywords they search for to rank higher on search engines.
Examples of Buyers’ Journey Content
Effective types of content in the awareness stage are: blog posts, videos, and infographics. Utilize social media platforms and share your content across channels.
Prospects now understand the root cause of their problems and are now ready for solutions. They use the knowledge they got from the awareness stage. This is a critical stage because prospects are now eager to try some of the solutions they find. This is where they try the free trials, get product demos, download some solution-based offers like eBooks and etc.
Content in this stage are ebooks and other downloadable materials. These resources are linked to the blog posts you have in the awareness stage. Other resources effective in this stage are: webinars/live demos, comparison videos, blogs, templates, PowerPoint presentations, guidelines, etc.
Decision of the Buyer
The last stage is where they make the decision to either buy the product/get your services or not. They know the solution they want and they are looking for the best option that would satisfy all the criteria they have. Your aim is to convince the prospects to purchase your solution and not the competition.
This is the most important part of the buyers’ journey. Blog posts are effective content in the decision stage. Understanding the sales process in-depth helps you map out your content and make it part of the buyer’s journey.
One of the most effective and efficient ways to make your content a part of the buyer’s journey is to start planning your content and being strategic about it. It’s important to evaluate your existing content and assets and identify which ones fall in what stage. This helps you see if there are content gaps and where the gap. It will also help you optimize your content according to the category or stage they belong.
Worth the time investment
It is a lot of work, especially if you already have tons of content in your funnel but aren’t categorized in the different stages of the buyer’s journey. But with enough effort, your content will ultimately increase your sales and traffic.