Identify
your buying cycle
Content plays a critical role in every stage of the inbound marketing process, from generating awareness about your company to helping convert leads into customers. But the types of content you should use to achieve each of those goals are often very different from each other, which means you need to ensure that you’re creating content for every stage of the buying cycle. First, consider your buyer personas and study the results of your past marketing efforts to identify the key stages that a prospect goes through before becoming a customer. Here are the four stages of a typical buying cycle:
Next, identify the types of content and channels that work best for each stage of the buying cycle. Of course, your prospects may engage with certain channels throughout the entire buying process, such as reading blog posts or following your brand on social media. However, marketing studies have shown that certain types of content play particularly important roles at specific stages of the decisionmaking process
Source: A practical guide to killer marketing content (HubSpot) e-book
Content plays a critical role in every stage of the inbound marketing process, from generating awareness about your company to helping convert leads into customers. But the types of content you should use to achieve each of those goals are often very different from each other, which means you need to ensure that you’re creating content for every stage of the buying cycle. First, consider your buyer personas and study the results of your past marketing efforts to identify the key stages that a prospect goes through before becoming a customer. Here are the four stages of a typical buying cycle:
- Awareness: the prospect gets acquainted with your brand or realizes they have a need for your product/service (blog posts, social media updates).
- Research/Education: the prospect identifies the problem and researches potential solutions, including your product/service (ebooks, webinars, industry reports).
- Comparison/Validation: the prospect examines the options and begins narrowing the list of vendors (case studies, demos, customer testimonials).
- Purchase: the prospect decides from whom to buy (analyst reports, detailed product info).
Next, identify the types of content and channels that work best for each stage of the buying cycle. Of course, your prospects may engage with certain channels throughout the entire buying process, such as reading blog posts or following your brand on social media. However, marketing studies have shown that certain types of content play particularly important roles at specific stages of the decisionmaking process
Source: A practical guide to killer marketing content (HubSpot) e-book
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