Kelly Waltrich
When it comes to content marketing, we see many firms make the mistake of over-indexing on a single type of content—often at the Awareness stage—and neglecting the other stages of the buyer journey. This imbalance leaves prospects underserved, resulting in drop-offs during the Consideration and Decision stages.
To ensure your prospects have the information they need at every stage, you need a well-rounded content strategy that maps to their questions and concerns during the Awareness, Consideration, and Decision phases. Let’s explore how to deliver a seamless experience that keeps your prospects moving forward.
What is the Buyer Journey?
The buyer journey is the process your audience goes through when making a purchase decision. In general, it includes three key stages:
- Awareness: The buyer realizes they have a problem or need.
- Consideration: The buyer explores potential solutions.
- Decision: The buyer selects the product or service they believe is the best fit.
Creating content that serves each stage ensures you meet your audience where they are, providing the right information at the right time.
Awareness Stage: Helping Buyers Identify Their Problem
At the Awareness stage, your prospects are just starting to identify their challenges or needs. They’re looking for educational content, not a sales pitch.
Common Pitfall:
Many companies focus heavily on blog posts and social media content at this stage, failing to create deeper, more engaging content that keeps the audience interested.
Content Goal: Build trust and educate your audience.
Content Types That Work:
- Blog Posts: Educational articles that answer common questions. For example, “5 Ways to Improve Your Investment Strategy.”
- Infographics: Visual summaries of data or concepts that make complex ideas easier to digest.
- Videos: Quick, engaging content that highlights key pain points.
- eBooks and Guides: Comprehensive resources that your audience can download in exchange for an email address.
Consideration Stage: Showing Buyers Why Your Solution Stands Out
In the Consideration stage, your audience has identified their problem and is researching potential solutions.
Common Pitfall:
Many companies neglect to create detailed content for this stage, causing prospects to stall or turn to competitors.
Content Goal: Demonstrate expertise and build credibility.
Content Types That Work:
- Case Studies: Real-world examples that showcase how you’ve solved similar problems.
- Webinars: Live or recorded sessions where you share valuable insights and interact with prospects.
- Comparison Guides: Side-by-side breakdowns of how your solution stacks up against competitors.
- Whitepapers: In-depth analysis or research that validates your authority in the industry.
Decision Stage: Giving Buyers the Confidence to Act
By the Decision stage, your audience is evaluating whether to commit. They want assurance that your product or service will deliver on its promises.
Common Pitfall:
Overlooking trust-building content like testimonials, product demos, or risk-free trials can leave buyers feeling uncertain.
Content Goal: Reduce friction and inspire confidence.
Content Types That Work:
- Testimonials and Reviews: Real client stories that highlight your success.
- Product Demos: Interactive or video walkthroughs that show your solution in action.
- Free Trials or Samples: Let prospects experience your offering risk-free.
- FAQs: Address common objections or concerns in a clear, concise way.
Why Many Firms Fail to Serve Every Stage
A common reason for drop-offs in the buyer journey is a lack of balanced content across all stages. For example:
- Focusing solely on Awareness content (e.g., blog posts) without supporting the information with deeper Consideration content (e.g., case studies) means prospects won’t see the value in progressing.
- Providing Decision-stage content too early can overwhelm prospects who aren’t ready to commit.
How to Fix This:
- Conduct a content audit to identify gaps in your buyer journey coverage.
- Map each piece of content to a specific stage of the buyer journey.
- Continuously optimize your content to ensure it aligns with audience needs.
Bonus: Don’t Forget Post-Purchase Content
The buyer journey doesn’t end with a purchase or signed contract. Retention and advocacy are key to long-term growth. Content that supports your clients post-conversion includes:
- Onboarding guides
- Exclusive content for existing clients
- Referral program details
The key to a successful content strategy is balance. By serving the needs of your buyers at every stage of their journey, including after they become clients, you’ll reduce drop-offs, build trust, and ultimately drive conversions.
Are you ready to create a content strategy that delivers results? Let us know where your biggest content gaps are—we’d love to help!
