When most people talk about content marketing, they make it sound like a golden ticket. Throw out some blog posts, videos, and white papers, and watch the leads roll in. But anyone who’s been in the game for a while knows that’s not how it works. Marketers need to understand the different stages of the customer journey and create targeted content that meets customers where they are in their journey to increase the likelihood of conversion.
A quick breakdown of the customer journey
The customer journey is the path a potential buyer takes—from the moment he first hears about your brand to the point where he makes a purchase (and even beyond).
It’s typically broken down into three stages:
- Awareness: The customer realizes he has a problem or need. He starts looking for information.
- Consideration: He researches solutions, comparing options to find what best fits his needs.
- Decision: He narrows down the choices and decides which product or service to purchase.
Then there’s also the post-purchase stage, when customers evaluate their satisfaction and hopefully become loyal customers or advocates.
Here’s an example from our custom home builder client, John Merrill Homes:
- A couple would like to renovate their home (awareness), so they start researching how to go about it. They type in ‘home renovation checklist’ in Google.
- One of John Merrrill Homes’ blogs, “Your Home Renovation Checklist”, appears on the first page.
- The blog contains a link to a printable checklist that’s gated (users have to enter a valid email address to get it).
- The wife enters her email address and is sent the printable checklist, along with a series of emails over the next few weeks providing more information about John Merrrill Homes’ renovation services (consideration).
- She’s invited to check out the company’s portfolio and schedule a free consultation (decision) to learn more.
John Merrill Homes also sends emails to past clients to keep the relationship going and improve the chance of referrals and repeat business.
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Where does content marketing fit into the customer journey?
There’s a simple answer to this question: EVERYWHERE.
But, as I mentioned at the beginning of this article, content marketing is not a panacea; it’s part of the process, which involves meeting people where they are in the customer journey.
Content isn’t about stuffing information down your audience members’ throats. It’s about becoming a trusted guide at the right moment. It’s about offering solutions, speeding up the decision process, and showing you’re the best fit. Start with where people are in their heads—not where you want them to be.
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Awareness phase content
The customer realizes they have a problem or need.
At this point, your audience isn’t looking for a solution just yet; they’re becoming aware that something’s missing or not working. Your content needs to educate, raise awareness, and highlight the problem that’s affecting them. This is where you make the first impression, so it’s important to catch their attention and let them know they’re not alone in facing the challenge.
Awareness phase content ideas
- Blog posts: Educational articles that introduce the problem.
- Infographics: Visually appealing summaries of the issue.
- Social media posts: Quick, engaging content to spark curiosity.
- Ebooks: In-depth resources on broad industry challenges.
- Podcasts: Discussions that raise awareness of industry issues or trends.
Consideration phase content
The customer researches solutions.
By the time your website visitors are looking for the solution to a problem, they’re already deep into the research phase. On our map of the buyer’s journey, they’re in the consideration stage. They already know they have a problem, and you’re now offering solutions, digging deeper into how you can fix what’s broken.
Consideration phase content ideas
- Case studies: Real-world examples showing how your solution worked.
- Product demos/explainer videos: Walkthroughs of your product or service.
- Comparison guides: A side-by-side look at different solutions (yours vs. competitors).
- Webinars: Interactive sessions that dive deeper into solutions.
- FAQs: Detailed responses to common questions to help prospects evaluate options.
Decision phase content
The customer is ready to make a purchase.
Done right, your content can actually help people make decisions faster. Marketers often talk about content as a slow drip to nurture leads. But in reality, some of the best content out there is the kind that accelerates decisions. To get prospects from consideration to conversion, you need content that builds trust.
Decision phase content ideas
- Testimonials: Reviews and quotes from satisfied customers to build trust.
- Free trials/demos: Hands-on experiences to let customers test your solution.
- Sales pages: Optimized, persuasive landing pages that convert visitors.
- Consultations: Personalized sessions to discuss needs and offer a tailored solution.
- Special offers: Discounts or exclusive deals to incentivize immediate action.
Post-purchase phase content
The customer evaluates satisfaction and loyalty.
The journey doesn’t end once a customer has made a purchase. In fact, it’s as crucial to nurture the relationship post-purchase as it is during the sales process. This phase is all about reinforcing your new customer’s decision, making sure she’s satisfied, and encouraging loyalty. Providing helpful resources, staying in touch, and offering incentives for referrals build long-term success and turn customers into advocates.
Post-purchase phase content ideas
- Onboarding guides: Step-by-step instructions to ensure the customer gets the most out of your product.
- Follow-up emails: Check-in messages to ensure satisfaction and encourage feedback.
- Customer success stories: Highlighting how your product/service continues to add value after purchase.
- Referral programs: Encouraging happy customers to refer others with incentives.
- Loyalty programs: Offering rewards for repeat purchases or long-term use.
Content marketing isn’t a linear journey
In a dream marketer’s world, buyers would transition like obedient sheep from awareness to consideration to decision. But that’s not always the case, especially in B2B content marketing, where most people switch between stages.
That’s why you need to create a content ecosystem that flows seamlessly from one stage to the next. If someone is in the decision phase, it’s not unheard of for him to suddenly jump back to research mode. Your content needs to be there for the yoyo.
Key takeaway: focus on value, not just stages
So, what does all of this mean for your content marketing customer journey? It’s simple: create content that people can use, when they need it, to make decisions faster. Focus on solutions, skip the fluff, and be ready to meet them with content at every step of the journey.
And if you’re wondering where the perfect spot for content marketing really is? It’s always where you’re giving value—whether that’s in the middle, the end, or even somewhere they didn’t expect.
Let us know if this blog took you to the consideration phase. If not (yet), please follow us on social media or explore our blog posts for more content marketing tips.
