How to Provide Content for a Customer’s Journey

Aamna Khan

Think about a big purchase you made recently. Perhaps you bought a new phone, laptop, or television set. Chances are that you did not make that purchase on an impulse. As a buyer, you probably, either consciously or subconsciously, went through a process of discovery, also known as the “buyer’s journey.” The “buyer’s journey” is the active research process that a customer goes through leading up to a final purchase decision. The first step of the “buyer’s journey” is awareness; you took this step when you became aware of the existence of the product that you purchased. The second step is consideration; you took this step as you weighed the pros and cons of purchasing the product and did a subjective cost-benefit analysis. The third and last step is the decision; you took this step when you finally bought the product.

From a marketing and sales perspective, it is essential that we understand the buyer’s journey, so that we can develop content that is focused on its different stages.

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1. Content geared towards awareness: this content should be focused on increasing awareness and knowledge about the product or trends surrounding the product. This kind of content could be a series of video advertisements, infographics, social media posts…etc. This type of content lets know the product is coming, and creates hype and buzz around it.

2. Content geared towards consideration: this content is more in depth. It might include discussions, informational videos, powerpoints/presentations, blog posts, or social media posts about the features of the product and what makes it stand out from the rest. This kind of content might compare the product to similar products and explain why it is better, more efficient, or more worth its price.

3. Content geared towards decision: this content would include customer testimonials, pricing sheets, payment information, and customer satisfaction guarantees. This information ties together any loose ends and allows the customer to finally make the purchase.

By mapping your content to the buyer journey and focusing specifically on the three different steps, you can ensure that you are speaking to your customers at every single step of their journeys. You can help them self-educate throughout the purchasing process, which will in turn, increase the chances that they will purchase your product.

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