How to Create and Distribute Content Across the Entire Buyer Journey

It’s easy for content marketers to brainstorm a list of topics to create content about and get busy, but to produce a really effective campaign, you need to take a more considered approach that recognizes the immense importance of the buyer’s journey.

The buyer’s journey is a simple framework that explains the following three steps a customer takes when making a purchase decision:

Awareness – Where the buyer first becomes aware of your brand while looking for answers, resources and potential solutions to a problem.
Consideration – At this point, the buyer evaluates potential solutions.
Decision – Finally, the buyer decides whether or not to buy what you’re offering
When the buyer’s journey works in your favor, from the marketer’s perspective it’s helpful to view the buyer as progressing through the stages of knowing, then liking, then trusting your brand.
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