Guiding the Customer Through the Journey
Throughout the customer journey, you need to make sure you are providing the right type of content.
At the initial awareness stage for example, its vital that you provide information that solves a problem for your audience. This could include blog posts, eBooks or even infographics. Only once a prospect resonates with your content, will they consider you as a potential vendor.
Content should not be self-promotional at this stage.
The consideration stage could feature content that positions your company as experts, but which still provides valuable and educational information to help the prospect decide which approach to take to overcome their challenge.
Finally, once a prospect has moved through the first two stages of the journey, your content approach can change to be self-promotional, with the aim to convert the prospect by selling your product or services with content that details benefits and advantages.
