Building content around the Buyer’s Journey

April 24, 2017 Posted by fidelityit In Content Marketing

At the center of a successful content and inbound marketing campaign, is connecting with customers at the right time and place. Each buyer has a journey and for them to know you are speaking and listening to them, at each point, is critical. The starting point in a buyer’s journey is to recognize that there is a problem or need, which needs to be addressed – this is called the awareness stage. The buyer is becoming interested and is gathering information at this point and is exploring options on how to solve the problem at hand. At this point, you need to make the necessary resources (i.e. educational materials) available to the buyer, in order to provide the necessary solution to their problem. Your content should be geared to and focused on the pain points of the prospect. If you attempt to oversell your product, this may turn them off and they will go elsewhere. The information that you provide should be neutral and unbiased.

The next step is called the consideration stage. The buyer at this point, is better informed about their problems and they are able to pinpoint the issues. The buyer will intensify their search and start comparing options, weighing the pros and cons of each vendor. As the prospect begins to self-identify, you can write more specific and technical content as they are more informed.

The decision stage is the final stage. This is where you convert consumers from prospects to buyers by specifying your solution and highlighting the superiority of your product and services. In this stage the buyers wants to choose the best solutions for their problems. The buyers will shortlist the vendors to 1 or 2 choices – buyers do this by looking at a criteria they have set for themselves, such as the expertise level of the vendor, the price point in which the vendor is selling their service/product, and the “wow factor” of the brand.

The goal for the marketer should be to build trust at each stage of the buyer’s journey with relevant content. As an inbound marketer and content creator, you must create tailor-made content at each stage of the buyer’s persona. Once you build trust and engaging content with prospects, there is a high probability that you have converted them into a paying customer.

In our creative map, The Rank Squad will define and document the details. We map your buyer’s journey across different touch points. The following chart demonstrates the unique content that accommodates the process at each stage:

STAGE KEYWORD SEARCH CONTENT IDEAS CONTENT TYPE
AWARENESS Should I buy a new phone “Best Smartphones of 2016” Blog article
CONSIDERATION What is the best smartphone to buy “The complete guide to buying smartphones in 2016.” Blog article
DECISION Buy Samsung Galaxy s7 online “The Samsung Galaxy s7 Review” Blog article

Stage Keyword Search Content Ideas
AWARENESS Should I buy a new phone “Best Smartphones of 2016”
CONSIDERATION What is the best smartphone to buy “The complete guide to buying smartphones in 2016.”
DECISION Buy Samsung Galaxy s7 online “The Samsung Galaxy s7 Review”

We connect brands to target audiences through cutting-edge insights and authentic content.
Through the entire content marketing lifecycle, The Rank Squad are there to develop, deliver and strategize.
• We deliver relevant, informative and fresh content.
• We track your buyer’s journey and serve them content along the way.
• We see what is trending and what prospects are looking for and deliver accordingly.

• We develop content scheduling and timetables – consistency is key so you can meet and exceed consumer expectations.
• We deliver the right content (i.e. eBook, video, blog post, etc.) at the right time – where they are on their buyer’s journey.
• We use content to boost and showcase your branding culture.