From awareness to post-purchase, no two buyer's journey stages are the same.
Creating content that’s well written, well designed, and/or well produced, not to mention, search engine optimized and inherently “likable,” are all important to content marketing. But if you don’t also consider the buyer’s journey—a too often overlooked component of any business’s content strategy—you may find yourself hitting vanity markers of success (e.g., likes, views, shares, and comments) without the sales impact that actually potentiates growth.
In this article, we’ll review the stages of the buyer’s journey before digging into the content objectives and mandatories for each. We’ll also offer stage-specific ideas for content types and formats that are particularly conducive to generating and nurturing leads. By the end, you’ll be poised to incorporate important buyer’s journey considerations into your content marketing for an overall more sales-driven, results-producing strategy.
