Cómo crear contenido para diferentes fases del ciclo de compra
Introduction
Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action. One of the keys to a successful content marketing campaign is creating content for different phases of the buyer journey. In this article, we’ll explore how to create content for different stages of the purchase cycle, from awareness to decision-making.
Phase 1: Awareness
The awareness stage is the first phase in the buyer journey. Prospective customers are just beginning to realize they have a problem or a need that requires a solution. At this stage, your goal is to educate them about the nature of their problem and how your product or service can help solve it.
- Create blog posts that address common pain points or questions your target audience may have.
- Develop social media content that is shareable and provides value to potential customers.
- Design infographics or explainer videos to visually demonstrate your product or service’s benefits.
Action Step
Create a piece of content that focuses on educating your audience on the problems or opportunities that your product or service solves. Make it easily shareable and visually appealing.
Phase 2: Consideration
In the consideration phase, buyers are evaluating their options and researching potential solutions. They may be comparing features and prices, reading reviews and ratings, or asking for recommendations and advice from their peers and industry experts. Your goal at this stage is to be the most credible and helpful resource to your potential customers.
- Create comparison guides that list the features and benefits of your product or service versus your competitors.
- Develop case studies or success stories that highlight how your product or service has helped other customers.
- Offer webinars or demos that showcase the unique selling points of your product or service.
Action Step
Produce a piece of content that establishes your brand as a credible and helpful resource to your potential customers. This content could be a white paper, case study, or how-to guide.
Phase 3: Decision-Making
In the decision-making phase, buyers have reviewed their options and are ready to make a purchase. They may have narrowed down their list of potential solutions to a few brands and are now looking for that final push to make a choice. Your goal at this stage is to convince them that your product or service is the best fit for their needs.
- Create product demos or free trials that allow customers to test your product or service before making a purchase.
- Develop customer testimonials or reviews that showcase how your product or service has exceeded expectations.
- Offer discounts or promotions to incentivize customers to make a purchase.
Action Step
Produce a piece of content that emphasizes the unique selling points of your product or service and convinces your potential customers to make a purchase. This content could be a free trial, demo video, or customer testimonial.
Conclusion
Creating content for different phases of the buyer journey is crucial to a successful content marketing campaign. By focusing on the needs and interests of your potential customers at each stage, you can create a tailored and effective marketing strategy that drives action and increases conversions.