How to Develop Content for Every Stage of the Customer Journey
Source | ducttapemarketing.com | John Jantsch
For marketers, it’s nearly impossible to get through a day without hearing about or discussing content in one way or another. As the core of your strategy, you can not view content as a bunch of one-off projects. The creation of it needs to come out of one comprehensive strategy.
Because it is such an important piece of the marketing puzzle these days, it needs to be incorporated in every phase of the customer journey. While people often split this journey into three phases, Awareness, Consideration, and Content, I believe there is a bit more to it than that, which is why I’ve developed the Marketing Hourglass which consists of seven stages: Know, Like, Trust, Try, Buy, Repeat, and Refer. These phases will get a person from their first encounter with your business and then past your point of purchase where they not only turn into a customer but a loyal fan and advocate for your business.
As a person moves through the customer journey, you must hit them with content throughout the process to keep them engaged with your business, and the best way to do this is to match the content you’d like to develop with the various phases of the Marketing Hourglass.
Mapping the Customer Journey
When it comes to the customer journey, it’s important that you don’t get ahead of yourself. I often see small businesses trying to convince prospects that they can solve their problems before they even know they have one.