"You've seen the light. You don't need a higher power. You need a decent content marketing strategy. It's natural to be fearful of taking risks when budgets are tight. But rather than fret about being struck down by a lightning bolt, focus instead on how you can turn your buyers into followers with faith in a grounded, insight-led approach. Enter a euphoric state of content marketing - contentphoria , if you will."
"This is your buyer at the start of their journey. They are on a search for something, perhaps without even realizing it yet, and a guiding light and a persuasive hand is enough to nudge them in the right direction and listen to what you have to say. Two-thirds of the buyer journey is navigated online . Is your content marketing digital-first and mobile-optimized, or are you stuck in the Dark Ages?"
Buyers pass through four stages of enlightenment that require tailored content at each phase. The first stage, the Finder, seeks discovery and responds to generous, digital-first, mobile-optimized content such as podcasts, research, and guides. The Thinker evaluates options and needs explanatory and instructional formats, with video playing a major role. An insight-led, grounded approach builds trust and nudges prospects toward decisions without risky or flashy tactics. Consistent, stage-appropriate content converts curious prospects into loyal followers by opening minds to new possibilities and supporting decision-making across the buyer journey.
Read at The Drum
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