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#ContentCircus 12-15-20 Recap: How to Create Content For Every Stage of the Buyer’s Journey

Last night we had our second #ContentCircus chat, and our topic was How to Create Content For Every Stage of the Buyer’s Journey. We had a wonderful discussion and I wanted to share some of the key takeaways.

For buyers who are Unaware, your content should focus almost completely on the customer. Think about it, you are trying to connect with buyers who do NOT know who you are or why they should buy from you. Why would you try to sell to such a buyer? Your content should focus completely on the buyer, what’s interesting and relevant to them. Figure out how your product or service fits into the lives of your buyer, and create content around those intersection points.

Once you move buyers to being Slightly Aware of who you are, then you create content that helps these buyers understand how your product or service fits into their lives. You create content that illustrates how you can solve problems for them, or help them in some way.

When you reach the Interested stage with a buyer, it’s finally time to SELL them on your product or service. These buyers are doing final research before they decide on which product or service to buy. So they want detailed content that talks about the products or services they are considering purchasing. This is the ONLY stage where you should directly sell via your content.

When the buyer is ready to make a purchase, the only job your content has is to show them how to complete the sale. No need to keep selling them, the buyer is ready to buy.  Just take their money!

Now, what about after the purchase?  What type of content should you create then?

 

Another great #ContentCircus comes to a close! Here’s the transcript so you can read all the tweets. The first two chats have focused more on strategy and tactics for the more senior content roles like Chief Content Officer or Director of Content Strategy. Our next #ContentCircus on 12-22-20 will focus on our favorite content creation tools! This will be more helpful for Content Marketing Managers and Content Strategists who are more directly responsible for content creation.

Thanks again to everyone for joining, see y’all next Tuesday for #ContentCircus, and back here tomorrow!

About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.