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The Performance Blog

Improve Your Organization's Performance

Create Engaging Content [For Each Stage in the Buyer's Journey]

Posted by Katrina Stewart on Mon, Feb 06, 2017 @ 09:00 AM

The most effective way to move your leads from prospects to customers, is to share and create engaging content that gets them closer to the purchase. You see, publishing content that resonates with your audience is the key of a good inbound marketing strategy. As you continue to offer solutions, answer questions, educate, and inform your audience through your content strategy, you can tactically convert your leads and followers into clients.

There are three stages in the buyer’s journey, and each stage requires specific content that works best for progressing your leads further along in your sales process. It only makes sense to create engaging content that speaks to where your audience is in their journey to boost engagement and conversions. Now, we share the three stages and provide winning content ideas to make your strategy more effective.

 create engaging content for the awareness stage of the buyer's journey

1. The Awareness Stage

In the awareness stage, customers understand that they have a problem or challenge and are in search for ways to solve it. Since a search engine (i.e. Google) is the first response consumers use to look for information and the #1 source for content traffic generation, blog posts are excellent channels to share expert advice, give solutions, and position your brand as a thought leader in your niche.

Other content types that do well in the awareness stage:

  • whitepapers
  • social media posts
  • webinars
  • infographics

Use these mediums to bring more awareness to your brand and to educate your audience.

Want more great ideas for creating engaging content for digital marketing?

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create engaging content for the consideration stage of the buyer's journey

2. The Consideration Stage

In the consideration stage, your prospect is now familiar with your brand and respects you as an industry authority, but is not quite ready to make a purchasing decision. They’re seeking additional information related to solutions before they take the next step. The goal in the consideration stage is to produce content that grows a list of quality email subscribers. You’ll be exchanging some of your best content with their contact information for your email list.

Ideal content types in the consideration stage includes:

  • downloadable eBooks
  • video series
  • product webinars
  • checklists
  • case studies

Be sure that the content offer delves deep into solving a specific problem so that its deemed valuable by your potential customers.

 create engaging content for the decision stage of the buyer's journey

3. The Decision Stage

Almost there! During the decision stage, your prospect has been on your list and, through your lead nurturing tactics, may be ready to make the purchase. Your focus is to make this a seamless transaction that easily moves your lead to the close.

Risk-free trials work great because they get to experience your product live and in living color! They’ll also get a more intimate taste of your brand with customer service or support, any private social groups you have for your customers, and other initiatives in place that WOWs your clients.

Other content that works well in the decision stage:

  • how-to guides
  • live demonstrations
  • webinars

Final Thoughts

Sharing content that resonates with each of the stages in the buyer’s journey is vital to turning prospects into customers and improving the digital experience. By following this simple guide, you’ll notice an increase in your lead engagement and more importantly, a boost in revenue!


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