IDENTIFY YOUR BUYING CYCLE
Content plays a critical role in every stage of the inbound marketing process, from generating awareness about your company to helping convert leads into customers. But the types of content you should use to achieve each of those goals are often very different from each other, which means you need to ensure that you’re creating content for every stage of the buying cycle:
AWARENESS - The prospect gets acquainted with your brand or realizes they have a need for your product/service.
RESEARCH/EDUCATION - The prospect identifies the problem and researches potential solutions, including your product or service.
COMPARISON/VALIDATION - The prospect examines the options and begins narrowing the list of vendors down.
PURCHASE - The prospect decides who to buy from.
Next, identify the types of content and channels that work best for each stage of the buying cycle. Of course, your prospects may engage with certain channels throughout the entire buying process, such as reading blog posts or following your brand on social media. However, marketing studies have shown that certain types of content play particularly important roles at specific stages of the decision-making process.