How to Match Your Content to Your Buyer’s Journey
Do you find that you’re creating tons of content, but it doesn’t result in leads or sales? Perhaps you’re blogging, posting on social media, and making videos too. But you’re just not seeing the results you want. So, what’s the problem? At Outsource Your Marketing, we’ve helped many businesses manage this exact issue.
The problem isn’t, most likely, your content. But it could be how you’re using it. Creating content that converts is all about it finding the right person at the right time in order to achieve the outcome you want.
In this blog, we’ll share our experience to offer 3 ways you can match your content to your buyer’s journey.
Your Content Compass – Guiding Your Customer’s Journey
Before we start on the practical process of matching content to your buyer’s journey, let’s define what that journey actually looks like. Think of it as a roadmap your customers follow from the moment they first become aware of your brand to the point where they make a purchase.
This journey typically unfolds in three distinct phases:
- Discover – This is where it all begins. Potential customers are just becoming aware of their problem or need. They’re searching for generic information and exploring possible solutions.
- Explore – At this stage, customers have identified their problem and are actively researching a range of solutions. They’re comparing features, benefits, and pricing. They’re digging deeper into your brand and what you offer.
- Decide – This is the final stage where customers make a decision. They choose a solution and, hopefully, become your customer! But the journey doesn’t end there – it transitions into building loyalty and advocacy.
Each of these phases leading up to conversion requires a unique content strategy with different types of content tailored to the customer’s needs and mindset.
Winning Over New Visitors – Content Strategies for the Discover Stage
New visitors are like explorers taking their first steps into uncharted territory. They’re curious, but they need help finding their way around. In the Discover phase, your content should act as their map, leading them towards information that may be useful to them, and building a connection with your brand.
Here’s how to create content that resonates with visitors in the Discover phase:
• Focus on educational content that addresses their pain points – Provide solutions to common problems and answer the key questions your customers regularly ask.
• Create engaging blog posts that are easy to read and understand – Use visuals, examples, and clear language to keep them engaged. These blogs will be scan read, so draft them with this in mind.
• Introduce new visitors to your brand voice and message – Let your personality shine through and show what makes your business unique.
• Offer a valuable incentive to join your email list – This could be a free ebook, webinar, or discount code.
Fuelling the Fire – Creating Content for the Explore Phase
Your audience has moved past the initial discovery phase. They’ve engaged with some of your content, maybe downloaded a resource or two, and are now actively exploring their options. This is where you turn up the heat!
In the Explore phase, your goal is to increase engagement and generate leads. You want to keep them hooked, build a stronger relationship, and position yourself as their go-to solution. Here’s your game plan:
- Create more detailed blog content – Now your reader is reader for blogs that tackle specific pain points. They may be looking for ‘How To’ guides, planning guides, or technical specifications. This is a more in-depth phase.
- Offer valuable downloadable resources – This could include ebooks, white papers, templates, or checklists that provide detailed information and practical tools.
- Strategically use forms to capture leads – Offer valuable content in exchange for contact information, allowing you to nurture those leads with personalised emails and offers.
- Showcase your success with case studies – Demonstrate the value of your products or services by highlighting real-world results and feedback.
The Final Push – Guiding Prospects to say “Yes” in the Decision Stage
The Decision stage is where your content marketing efforts culminate. Your audience is ready to buy, but they still need a little extra reassurance.
Your goal now is to eliminate any remaining doubts and make it easy for them to say “yes.” Here’s your strategy:
- Showcase your expertise with in-depth case studies – Highlight successful projects with companies that compare closely with your prospect and demonstrate the value you deliver.
- Simplify the decision-making process with comparison guides – Help prospects evaluate their options against the competition and see why you’re the best choice.
- Provide all the essential details with comprehensive product information – Offer downloadable brochures, technical specifications, and FAQs.
- Offer free trials or demos to let prospects experience your product firsthand – Give them a taste of what you offer and build confidence in their decision.
- Make it easy to connect with your sales team – Provide clear contact information and encourage prospects to schedule a face-to-face meeting.
- Use retargeting ads to stay top-of-mind – Remind prospects of your offerings and encourage them to take action.
Playing the Long Game – Creating Content That Converts
Content marketing is a long game. It’s about building relationships, nurturing leads, and guiding your audience towards a decision. Just like in a game of chess, you need to think several steps ahead and anticipate your audience’s moves.
By understanding the different stages of the buyer’s journey – Discover, Explore, and Decide – you can strategically use your content to engage, educate, and ultimately convert your audience.
