The purpose of any inbound marketing strategy is to attract unique visitors and convert them into customers (preferably satisfied). As we saw in a previous article, one of the essential pillars of this strategy is content marketing. Thanks to a successful content strategy, you will attract new visitors, increase your credibility, show your expertise and generate sales.

Each visitor is looking for an answer to a specific need. It is, therefore, essential to create content that meets their expectations. But what content should be offered? For which purpose? 14 content professionals have been working on the subject. Discover their tips and tricks in our ebook, written by Qualifio, in collaboration with BigKids and FastTrack.

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What is the Buyer’s Cycle or Buyer’s Journey?

Whether in B2C or B2B, we hear a lot about the Buyer’s Journey. It is often divided into three distinct stages: the discovery, the consideration and the decision.

It is important to produce content for each level of your marketing and sales funnel. You should be able to clearly match each piece of content to a customer’s buying stage. One way to do this is to think about the goal of each stage of the funnel. Will it answer your visitor’s needs?

Put it this way: every visitor who comes to your website is at a different stage of the buying cycle. One of the biggest mistakes is to try to please everyone. Good content may have the ability to attract, convert, close, or delight customers. However, one piece of content cannot do it all at the same time!

Which content for which stage of the Buyer’s Journey?

No matter which stages your visitors are in, they will not be looking for the same type of content. Meet their expectations every time they’re interacting with your content and you should be able to convert them.

As announced above, there are three stages to consider when creating content…

The discovery stage

At this stage, your visitor is simply looking for an answer to one of his many questions. You’ll have to deliver the answer on a silver tray, clearly and simply.

The goal is to make your brand known through quality content that provides specific and informed solutions to a problem that your visitors do not yet know they have. You can also trade their data in exchange for downloadable content such as a checklist, white paper or ebook.

Some additional content ideas might be:

  • a blog post;
  • a webinar;
  • a video;
  • a press release;
  • a quiz;
  • a guide;
  • a detailed report on one of their issues;
  • etc.
Pro Tip: if sharing content on social networks is a good first approach, it is on search engines that your prospects will find it easier to find the answer to their problems. Make sure you have the best positioning thanks to a successful SEO strategy.

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The consideration stage

Your visitors now have a better idea of the problem they are trying to solve, and of the different solutions.

Your goal is to position yourself as a leader and build your credibility in the eyes of the prospects. It involves creating and promoting advanced content, such as:

  • ebooks;
  • case studies;
  • podcasts;
  • demonstration videos;
  • etc.

This advanced content will have to answer specific and detailed questions, which will probably not attract the largest number of visitors but will allow you to acquire more qualified prospects. Invite them to subscribe to your newsletter for more quality content, and they might very well convert in the coming weeks or months.

The decision stage

The dice have almost been cast. In the last stage of the purchase process, your visitors have compared several solutions adapted to their problem and are ready to choose. Your content must now convince them that you are the best solution.

To help them in their decision, do not hesitate to share testimonials from your existing customers, or comments (preferably positive) highlighting your product or service. Your visitors will not remain indifferent.

And to make it easier for them, why not offer:

  • a comparative table with your main competitors;
  • an infographic explaining your product’s functionalities;
  • simple and detailed documentation on what you offer;
  • a promotion;
  • a free consultation;
  • etc.

The objective is for them to click on the demo request button or send you an email requesting additional information. Your sales team will then take over to close the sale and start a more personal relationship with the prospects.

The loyalty stage

Let’s add an additional stage to the original three levels of the Buyer’s Journey: the loyalty stage. That’s because you shouldn’t forget your customers in your inbound marketing strategy. These are valuable assets in the battle for visibility. They are your best allies.

Create quality content on your blog regularly, answering questions from your customers. Then invite them to share your articles, which may then help to convert new prospects with the same interests as the person who shared your content.

And to pamper your customers even more, why not offer them exclusive content such as:

  • special offers;
  • tutorials;
  • inspirations;
  • ebooks, a couple of days before publishing to a larger audience;
  • etc.

You will remain in their memories, and they will recommend your brand to their acquaintances.

If you’d like to read more about content marketing, our ebook is for you. Written by 14 content professionals, it is packed with additional information and advice for your marketing strategy, creating your content but also on trends to keep an eye on. Don’t wait any longer and discover our ebook now!