What are the common CMS content challenges and pitfalls to avoid at each buyer journey stage?

1 Awareness stage

During the awareness stage, prospects are looking for information or solutions to their problems or needs. They may not know your brand or product yet, but they are searching for relevant keywords or topics on search engines or social media. At this stage, your CMS content challenge is to attract and educate your audience with valuable and engaging content that matches their intent and interests. To ensure success, avoid creating generic or irrelevant content, using complex language, failing to optimize your content for SEO and user experience, and neglecting to measure and analyze your content performance. To overcome these challenges and pitfalls, conduct keyword and topic research to understand what your audience is searching for, create content that is informative, helpful, and engaging, use simple language that resonates with your audience, optimize your content for SEO and user experience, and monitor and evaluate your content performance using analytics tools.

2 Consideration stage

At the consideration stage, prospects are comparing different solutions to their problems or needs. They know about your brand and product, but they are not ready to buy yet. To persuade and nurture them, you need to create content that showcases your value proposition and differentiation. Avoid creating salesy or pushy content that pressures prospects to buy without addressing their concerns or objections. Also, don't use vague or generic claims or benefits that don't demonstrate how your product works or what results it can deliver. Moreover, make sure to provide social proof or testimonials that show how your product has helped other customers or users. Additionally, segment and personalize your content based on your audience's preferences, behaviors, or needs. To overcome these challenges, conduct buyer persona and journey mapping to understand who your audience is, what they want, and what they need. Also create content such as case studies, webinars, demos, white papers, or comparison charts with specific and quantifiable claims or benefits that show how your product can solve their problems or meet their needs. Finally, provide social proof or testimonials that show how your product has helped other customers or users achieve their goals or overcome their challenges.

3 Decision stage

At the decision stage, prospects have evaluated different options and chosen yours as the best fit. They are looking for confirmation or reassurance that they are making the right choice. To convert and delight them, your CMS content should be clear and easy to understand. Avoid creating complicated content that makes prospects doubt their purchase decision, using inconsistent information that conflicts with your product features, prices, or policies, failing to provide clear and easy navigation for checkout or payment, and neglecting to follow up after the purchase. To overcome these challenges, conduct user testing to understand how your audience interacts with your content and create content that is clear, easy, and consistent. Provide clear navigation for checkout or payment using CMS features like menus, breadcrumbs, forms, or plugins. Follow up after the purchase using CMS features like email marketing, chatbots, or helpdesk.