People don’t just buy things suddenly, out of thin air.
First, they need to have a problem that needs solving, and they need to be fully aware of that problem.
Then, they need to figure out what kind of solution would work best for them.
It’s at that point that they start looking at specific products or services.
Consumers embark on a “buyer’s journey,” a whole process of research and browsing that happens before they open their pocketbook.
If you want to reach your audience, you need to create content that helps them every step of the way.
You need informational content that doesn’t push a sale, aimed at the top of your sales funnel.
If you only focus on sales-oriented content, you’ll have a hard time reaching the people who are most likely to buy from you.o
A recent post from The Content Marketing Institute explains how being aware of the buyer’s journey is one of the most important things you can do, in terms of strategy, to guarantee a good ROI from your content marketing efforts.
Be cognizant of the buyer’s journey
Twenty-one percent of manufacturing marketers in the young/first steps phase always or frequently create content for specific points of the buyer’s journey compared with 48% of those in the sophisticated/mature phase and 41% of all manufacturing respondents.
Surprisingly – especially considering the nature of the manufacturing sales cycle – 38% of respondents say they rarely or never create content for points of the buyer’s journey.
Stop creating content that tries to be all things to everyone.
As part of your content marketing strategy, identify the type of buyer who is your organization’s top priority.
“Once you know who you’re focusing on, make sure you know what information that buyer needs at each stage of the journey,” says Kim Moutsos, CMI’s vice president of editorial.
“Then create separate content pieces that address the information needs for each phase. Even if buyers don’t travel through their journey in a linear way, you’ll have answered their questions no matter where they are in their process.”
You find more great content marketing tips in the full article over at The Content Marketing Institute.