In Digital marketing, the content displayed always have role playing in engaging and convincing the visitors on the website page and converting them into your customer. Content showed to the visitor act like a salesperson who gives information orally, that content directly gives.
The kind of content you create always depend on your target visitor’s requirements at different that lead them to buy your product. You should start by collecting buyer’s information to recognize about your audience’s goals and challenges related to your business. On ground level, your online content should aim to help the visitors meet these goals, and conquer their challenges.
Then, you’ll have to cover about when they’re most likely to be available to consume this content in relation to what stage they’re at in their path to buy a product. This called content mapping.
With content mapping, the goal is to target content with reference to:
· The behavior of the person who will be consuming it.
· How close that person is in buying a product.
In reference to the design of the content, there are a lot of different things to try. Below are some recommended options for using at every stage of the buyer’s journey.
At Awareness Stage
· Blog posts: These are great for increasing your natural traffic when combined with a strong SEO and keyword strategy.
· Info graphics: These are much more shareable, that results in increasing your chances of being found via social media platforms when others recommend and share your content.
· Short videos: Also, these are very shareable and can help your brand get identified by new audiences by posting them on mediums like YouTube.
At Consideration Stage
· Research reports: Again, this is a content piece with a high value which is great for lead generation. Some research reports and comparing data for your industry can also work for the awareness stage as these are often picked-up by the media or industry press.
· EBooks: these are good options for lead generation as they’re generally more inclusive than a blog post or info graphic, which means someone is more likely to share its contact information to receive it.
· Webinars: Webinars are an effective consideration stage content format as they are a more detailed, interactive form of video content, and offer more comprehensive content than short video or a blog post
At Decision Stage
· Testimonials: If case studies are a misfit for your business, then, having short testimonials around your website is also a good option. For a B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
· Case studies: Having a detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.