Inspire the Buyer: Content Creation and Your Customer’s Journey

woman sitting on top of green hill looking out at road below

Newsflash: Content isn’t one and done.

We’ll say it louder for the people in the back: You can’t create one piece of content and expect to inspire your audience.

Although it does happen, a potential customer will rarely read just one of your blog posts and decide to call you immediately. Instead, the majority of your customers follow several steps before making a decision. You must be there for your buyer with every step.

To connect with and convert your audience into customers, you need to harness the power of your customer’s journey. You can do this by creating content that inspires your audience in every stage.

What Does Your Customer’s Journey Look Like?

Let’s break this down. Most customer journeys follow three easy-as-pie stages, including:

  • Awareness: During this stage, your customer is looking for answers to their questions or a solution to their problem. They may do this by reading educational content, looking for data, etc. It’s in this stage they come across your business and services, becoming “aware” of you.
  • Evaluation: Now, your customer will start to “evaluate” your services by learning more about you. For example, they may read your testimonials or click around your website.
  • Decision: Finally, it’s time for your customer to hit that contact button. If your funnel works as it should, they’re champing at the bit to get ahold of you.

Your funnel and your customer’s journey may look a bit different based on the services you offer and the customers you serve. That’s totally cool. Simply start here and make changes as you go.

Meet Attorney Jasmine

Let’s take a look at an attorney, for example. We’ll call her Jasmine. During the awareness stage, a customer might start searching online for tips on how to create a will. Lucky for them, they land on Jasmine’s blog where she has a helpful blog post on that topic.

After reading the post, the customer may then begin clicking around the website, reading Jasmine’s service pages and downloading her free “What to Include in Your Will” guide. After feeling a connection with Jasmine’s approach to will creation, the customer might then visit her Contact page and send her an email.

Did you notice anything here? Web content made all the difference from the moment the customer found Jasmine online to the moment they sent the email. It’s magical, isn’t it?

Examples of Inspiring Content for Each Stage

Ready to inspire your audience in the same way? It’s time to create content for each stage of your customer’s journey. Here are some specific content examples to get you started.

Awareness

Awareness content should be educational and helpful to your audience. It should fill an immediate need by answering their questions or providing solutions to their problems.

  • Blog posts
  • Videos
  • Social media posts
  • Infographics

Evaluation

Evaluation content should start to solidify in your customer’s mind that you’re the right choice. It should continue to answer their questions while leaning towards you as a solution. Remember, they’re still weighing their options.

  • Lead magnets or freebies
  • eBooks
  • Long-form articles
  • Testimonials and online reviews
  • Email newsletters

Decision

Decision-stage content is for those ready to purchase. Now’s the time to truly shine as a business and remind your customer why they chose you over your competition.

  • Case studies
  • Webinars
  • Special offers

Remember: You Must Know Your Customers

As mentioned before, your customer’s journey will differ depending on your business. You must do your due diligence and get to know your customers first. As you dive into what makes your customers tick, you’ll start to see which content means the most to them in each stage. Armed with that magic, you’ll create a funnel that’s simply irresistible.

Want to get to know your customers fast? Check out our blog post: All About Personas: Why and How to Create Them.

Struggling With Inspiring Your Potential Customers to Act?

We know that “customer journey” and “sales funnel” are mucky, jargon-y words that can make your head spin. We also know the importance of understanding how your customers find you online and using that understanding to your advantage.

If you’re struggling with your content, send us a message. We’re here to help.

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