The kind of content you create depends on your audience’s needs at different stages in the buyer’s journey. You should start by creating buyer personas to identify what your audience’s goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.
Then, you’ll need to think about when they’re most likely to be ready to consume this content in relation to what stage they’re at in their buyer’s journey. We call this content mapping.
With content mapping, the goal is to target content according to:
- The characteristics of the person who will be consuming it (that’s where buyer personas come in).
- How close that person is to making a purchase (i.e., their lifecycle stage).
In terms of the format of your content, there are a lot of different things to try. Here are some options we’d recommend using at each stage of the buyer’s journey:
Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content.
Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.
Ebooks. Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked-up by the media or industry press.
Webinars. As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.
Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
Testimonials. If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.