Targeted Content at Different Stages on the Customer Journey
Ideally, your content should be targeted at the different stages of the customer journey: awareness, consideration, conversion and delight. It’s important to consider the channels which are most effective in reaching the audience at the right time in each stage. For example, at the initial awareness stage, it could be useful to share informative content via paid campaigns on LinkedIn, whereas once the customer is further down the journey at the conversion stage, a more direct approach via email from the sales team which features benefits and advantages of your service or product could convince the customer to convert.
