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What are the most effective ways to move prospects through the buyer's journey with content?

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Creating content that attracts, engages, and converts your ideal customers is not a one-size-fits-all approach. You need to understand the different stages of the buyer's journey and tailor your content accordingly. The buyer's journey is the process that your prospects go through from becoming aware of their problem to choosing a solution. In this article, you'll learn what are the most effective ways to move prospects through the buyer's journey with content.

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Lindsay Eke

Content Strategist & Writer ?? Ghostwriter ?? Empowering Entrepreneurs Like You with Engaging Copy and Result-Driven…
Sarah Arrow ??

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1 Awareness stage

The awareness stage is when your prospects realize that they have a problem or a need that they want to solve. They are looking for information, education, and inspiration. Your content goal at this stage is to capture their attention, build trust, and generate leads. Some of the best content formats for the awareness stage are blog posts, ebooks, infographics, podcasts, videos, and social media posts. Your content should focus on addressing their pain points, challenges, and goals, and provide valuable insights and tips. You should also use keywords and topics that match their search intent and questions.

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Lindsay Eke

Content Strategist & Writer ?? Ghostwriter ?? Empowering Entrepreneurs Like You with Engaging Copy and Result-Driven Content Marketing
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One way to successfully pull this off is by knowing where your target audience is in the funnel. Are they in the awareness stage and still looking for more information? Are they in the consideration phase? Are they about to make that buying decision? That way, you have a good idea of how to position your content across the channels you engage with them. One content sure won't cut it for all three stages as the need of your audience in each of these stages is not the same.

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José Cuenca

Actuario | Experto en Datos | Soluciones Creativas | Programador | Insurtech | Appsheet-Glide-AirTable-Low Code | Automation | IOT | Mentor | Golang Python R Java Flutter SQL
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Using tests that measure the level of risk or knowledge can be an effective strategy to satisfy curiosity and spark interest in various contexts.

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2 Consideration stage

The consideration stage is when your prospects have defined their problem and are evaluating different options and alternatives. They are looking for more in-depth, specific, and comparative information. Your content goal at this stage is to nurture your leads, position yourself as an authority, and differentiate your solution. Some of the best content formats for the consideration stage are webinars, case studies, white papers, reports, guides, and testimonials. Your content should focus on showcasing your expertise, features, benefits, and unique value proposition, and provide proof and social validation. You should also use keywords and topics that match their criteria and preferences.

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3 Decision stage

The decision stage is when your prospects are ready to make a purchase decision and choose the best solution for their problem. They are looking for final reassurance, confirmation, and guidance. Your content goal at this stage is to persuade your leads, overcome their objections, and close the sale. Some of the best content formats for the decision stage are product demos, free trials, consultations, proposals, FAQs, and discounts. Your content should focus on addressing their concerns, questions, and risks, and provide clear calls to action and incentives. You should also use keywords and topics that match their urgency and intent.

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4 Content personas and journeys

To create effective content for each stage of the buyer's journey, you need to know who your ideal customers are and what they are looking for. That's why you need to create content personas and journeys. Content personas are fictional representations of your target audience segments that include their demographics, psychographics, behaviors, and motivations. Content journeys are maps that outline the steps, touchpoints, and content types that your prospects take from awareness to decision. By creating content personas and journeys, you can align your content strategy with your customer needs and expectations, and deliver the right message at the right time.

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Alê Periard ?????

LinkedIn Top Voice | Content DesignOps Lead | UX Writer Sr | Content Designer Sr | Especialista em Content Strategy, UX Strategy e ContentOps | Cofundadora do Clube do UX Writing | Mestranda em Educa??o | Professora
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Eu adoro essa cita??o da Sarah Winters: "Content Design é usar dados e evidências para dar ao público o que precisam, no momento em que precisam e da maneira que esperam." (Tradu??o livre). E como a gente faz isso? Parece impossível na maioridade das vezes, certo? A melhor forma é conhecer quem de fato s?o as pessoas usuárias, suas dores e desejos. Assim, conseguiremos entender a jornada e qual o conteúdo ideal para cada momento dela. Com isso, seremos mais efetivos em ajudar à pessoa usuária a atingir o seu objetivo e à empresa a atingir seu objetivo de negócios.

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5 Content optimization and measurement

Creating content for the buyer's journey is not enough. You also need to optimize and measure your content performance and impact. Content optimization is the process of improving your content quality, relevance, and accessibility to increase its visibility, engagement, and conversion. Content measurement is the process of tracking and analyzing your content metrics, goals, and outcomes to evaluate its effectiveness and ROI. By optimizing and measuring your content, you can ensure that your content is reaching, resonating, and influencing your prospects, and that you are achieving your business objectives.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sarah Arrow ??

Let Me Write Your Content ?? 07816 528421
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I recommend asking questions throughout the customer journey. Things like "Is this still an issue for you?" and "How would it feel to get this sorted asap?". This gets your prospect thinking about their problem and how big of a problem it is for them. If you follow the questions up with case studies, they can visualise working with you and this helps move them through their journey to their natural conclusion. None of it feels rushed or hurried, or worse - highly pressured.

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What are the most effective ways to move prospects through the buyer's journey with content?

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1 Awareness stage

2 Consideration stage

3 Decision stage

4 Content personas and journeys

5 Content optimization and measurement

6 Here’s what else to consider

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