Lesson 3: Creating Content for the Buyer’s Journey

Question 1

What are the stages of the buyer’s journey?

Answer 1

awareness, consideration, and decision.

Question 2

What questions will help you define each stage of your buyer’s journey?

Answer 2

awareness stage: How do buyers describe their challenges or goals? What symptoms are your buyers experiencing? How do buyers consume content or conduct research?

consideration stage: What are possible solutions to address their challenge or goal? How do buyers perceive the pros and cons of each solution? How do buyers decide on the right solution?

decision stage: What criteria do buyers use to evaluate the available offers? What do buyers like or dislike about your solution compared to alternatives? Who needs to be involved in the purchasing decision?

Question 3

What are the most common content formats?

Answer 3

Written content can include blog posts, guides, e-Books, pillar pages, case studies, or newsletters

Visual content includes things, like videos, infographics, images, or webinars

Audio content can include podcasts, audiobooks, or audio advertisements.

Question 4

How do you ensure your written content drives action?

Answer 4

Include a CTA (call-to-action) in your blog posts, white papers, or case studies that prompts leads to do something… Put a variation of cta’s in your content (2 to 3 max)

Question 5

How do you ensure your visual content drives action?

Answer 5

make your video CTAs stand out, or choose colors and fonts that contrast with your image content.

Question 6

How do you ensure your audio content drives action?

Answer 6

consider mid-roll CTAs and include links if the podcast platform allows.

Question 7

How do you ensure your interactive content drives action?

Answer 7

Consider your audience needs and offer intentional next steps with a tailored CTA at the end