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If you want your content to reach its full potential, create specific pieces for each stage of the customer journey. In the past, companies would simply buy ad space in traditional media outlets (think magazines, billboards, TV commercials) and hope that their message resonated with consumers.
Since technology and social media are always changing, businesses need to adapt their content accordingly. It's important to create specific, targeted content for each stage of the customer journey in order to maximize growth.
Don't just stick to one messaging method--explore different alternatives. Instead of a blog post, try an infographic. If a video doesn't work, consider an audio clip. Keep in mind that not all content will be appropriate for every stage of the customer journey.
Awareness
The first stage of the customer journey is awareness. This is when potential customers become aware of your product or service and start to consider whether it’s right for them.
As a business, you need to create content that will make potential customers aware of your product or service. This can be done through various means, such as:
-Social media posts
-Blogs or articles
-Infographics
-Videos
Consideration
After becoming aware of your product or service, potential customers will enter the consideration stage. This is when they start to compare you to your competitors and decide whether you’re the right fit for them.
To stand out in this stage, create content that showcases what makes your product or service unique. This can be done through:
-Product demonstrations
-Customer testimonials
-Comparison charts
-Case studies
-3rd Party Publisher sites for validation
Conversion / Decision
After considering their options, potential customers will reach the conversion stage. This is when they finally decide whether to purchase your product or service. To help nudge potential customers in the right direction, create content that will highlight the benefits of your product or service. This can be done through:
-Free trials
-Coupons or discounts
-“How to” guides
-Product reviews
Loyalty / Retention
Even after a customer has made a purchase, your work is not done. You need to create content that will keep them coming back for more. This can be done through:
-Reward programs
-Birthday discounts
-Exclusive offers
-User forums
Advocacy
The final stage of the customer journey is advocacy. This is when customers become brand ambassadors and promote your product or service to others.
To turn customers into advocates, create content that makes it easy for them to share your message with others. This can be done through:
-Referral programs
-Social media sharing buttons
-User-generated content
By creating specific content for each stage of the customer journey, you can make sure that your message is always on point and relevant to your audience. This will help you attract new customers and keep existing ones coming back for more.
Creating content for each stage of the customer journey may seem like a lot of work, but it's worth it to make sure your message is always on point and relevant to your audience. By doing so, you can attract new customers and keep existing ones coming back for more.
What type of content have you found to be most effective at each stage of the customer journey? Let us know in the comments below!