7 Content to Use During the Awareness Stage of the Buyer's Journey

In our earlier blog post on the Buyer's Journey, we delved into the types of content needed by potential customers during the awareness stage. This stage marks the moment when a prospect identifies symptoms of a problem or opportunity. The content essential for prospects at this stage includes analyst reports, research reports, eBooks, editorial content, expert content, whitepapers, and educational materials. In this blog, we will provide a detailed explanation of these content categories.

Remember, you do not need to have all of these forms of content to create value for your prospects, but you should have some depending on the industry in which your business operates. Let's dive into it. 

• An analyst report helps prospects quickly gather industry information, validate internal research, and make informed decisions about investing in specific companies or industry sectors, while also providing a holistic view of the market using objective data to strengthen credibility and reputation.

• A research report is a meticulously prepared document that details the procedures, data, and results of a methodical inquiry. It shares knowledge, showcases its findings, assesses the reliability of generalizations, and encourages additional research opportunities.

• Ebooks are digital publications containing text, images, or both, designed to be read on the flat-panel display of computers or other electronic devices. They are portable, simple to update, cost-effective to produce, and easily shareable. 

• Editorial content showcases your expertise, experience, and credibility without directly promoting products or services. It fosters trust with potential customers, solidifies business authority, expands content repository, leverages cross-channel promotions, attracts new leads, enhances inbound lead generation, and strengthens brand presence.

• Expert Content contains comprehensive and detailed information that showcases genuine expertise. It provides valuable insights, highlights the depth and breadth of knowledge, addresses the prospect's pain points effectively, and is easy to comprehend.

• White Papers are persuasive and authoritative reports that focus on a specific issue by presenting a problem and offering a solution. They are effective in generating leads, showcasing expertise, establishing thought leadership, expanding mailing lists, and facilitating original research.

• Educational Content refers to any content designed to provide value to an audience by imparting new knowledge. Such content enhances customer engagement, boosts lead generation, enhances brand visibility, creates more sales prospects, and fosters customer loyalty.

The process of selecting and creating content for your business is a strategic endeavor that requires careful planning and consideration. By choosing content that aligns with your business models and captivates your prospects, you can effectively communicate your brand's message, build meaningful relationships with your audience, and drive your business towards success.

Author: Emmanuel Wreh CRM Consultant | Inbound Expert