Question

The content that you put out as part of your digital marketing content strategy is a critical piece of a successful digital marketing plan. What are 3 major considerations when deciding on what type of content to publish?

Answer 1

As competition continues to grow for online customers, content marketing is more important than ever before for any growing brand. However, many businesses are still failing to engage with prospects at appropriate times in the sales cycle.

To gain the competitive advantage, brands need to develop a content strategy that is aligned with the buyer’s journey, to attract and engage content-hungry consumers with the right content at the right time.

1. Awareness- At this stage, potential customers are realizing some kind of problem or need and are open to solutions. They often perform research to understand the issue better and to define it in more precise terms. Content types found at this stage in the buyer’s journey include:

• Blog posts
• Social posts
• Research studies
• Analyst reports
• eBooks and eGuides
• White papers
• Educational content

2. Consideration- Buyers have now clearly defined their need and are considering available options. Although they may be aware that your business offers a solution, they’re not yet ready to commit. They are still evaluating potential opportunities, comparing prices and determining which are most likely to be able to fulfill their need. In this stage, the most relevant types of content include:

• Comparison papers and articles
• Expert guides
• Case studies
• Podcasts
• Videos

3. Decision- This is the point at which buyers will choose which product to purchase. As they may gather information to reinforce their preferred option, content can now be more brand-specific, highlighting your unique value proposition and competitive advantages. Typical content at this stage includes:

• Vendor and product comparisons
• Product literature and demonstrations
• Case studies
• Testimonials
• Product reviews