Content Marketing to support various stages of the customer buying cycle. Build awareness through education, establish interest, help them make a selection as they look to build their business case, and then keep them on as loyal customers so they not only return to buy but become some of your best ambassadors. Content includes blogs, white papers, videos, brochures, infographics and more.
When time and budget is always at a premium, make sure the content you are creating has the greatest impact. Here are some tips on what content to create during the various stages of a buying cycle.
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Content Strategies for Buying Stages
1. CONTENT CREATION
BUYING STAGES
• Sales • Marketing • Public Relations
www.lauradunkley.com
Building content to support various stages of the buying cycle
2. Who are you?
What do you do?
Is there a problem?
How can you help?
Website Content
Photos
Blogs (written + graphic)
Videos (Corporate story)
White Papers
Articles on Industry News / Trends
Infographics
Presentation Slides (Slideshare)
Public Relations
Customer Stories
Press Releases
CSR Stories
Advertising
Print Brochure (Corporate Overview)
Ads
Web Banners
AWARENESS & EDUCATION
3. Who needs it?
What problem
will it solve?
Who is using
this & what
results have
they had?
Blogs (written + graphic)
Videos (How To’s & Best Practices)
White Papers
ebook buyers guides
Podcasts
Webinars
Independent (3rd Party) articles
Infographics
Presentation Slides (Slideshare)
Public Relations
Case Studies
Testimonials
Events
Advertising
Print Brochures (solutions)
Ads
Web Banners
INTEREST ESTABLISHED
Awareness&Education
4. Blogs (written + graphic)
Demos
White Papers (Checklist)
Technical Data (Analyst Reports)
Product & Service Comparisons
Podcasts
Webinars
Infographics
Presentation Slides (Slideshare)
Newsletters
Public Relations
Case Studies
Testimonials
Seminars
Advertising
Print Brochures
(fact sheets)
Building a Business
Case
What are the
consequences of
NOT having this?
What are my
options?
Technical
Details?
Cost? ROI?
InterestEstablished
Awareness&Education
5. InterestEstablished
BuildingaBusinessCase
Topic Sheets
White Papers (Product)
Manuals / User Guides
Installation Guides
Competitive Intelligence
Tutorials (Video)
ROI Measurements
Presentations (Slides, Video, Hand-outs)
Price Lists
RFP Template
Newsletters
Public Relations
Case Studies
Testimonials
Corporate Marketing (Fact Sheet, Profile,
References, Backgrounder)
DECISION to BUY
Why are you
better than the
competition?
History of
customer
satisfaction?
Match all
requirements?
Awareness&Education
6. DecisiontoBuy
Unaware
InterestEstablished
ProblemAcknowledged
Blog
Newsletters
New Product / Feature Releases
Implementation Best Practices
User Guides / Manuals
Online Forum
Tutorials (Video)
Loyalty Club
Public Relations
Case Studies
Events
Seminars
User Conferences
Returning Customer
How can you
make this an
amazing
customer
experience?
(purchase + user)
Will your
customers
become your
best sales
people?
Ambassador, Loyalty
7. PURCHASE
Vendor & Product
Comparison
Expert & Peer
Validation
INTEREST ESTABLISHED
Industry & Product
Neutral information
EDUCATION
Buying Stages >
Content Creation >
Awareness&
Education
InterestEstablished
ProblemAcknowledged
DecisiontoBuy
ReturningCustomer
8. CONTENT CREATION STRATEGIES
SUPPORT YOUR CUSTOMER THROUGH
VARIOUS STAGES of the BUYING CYCLE
www.lauradunkley.com
• Know your Customer - Present & Future
• Know their Needs
• Solve their Problems
• Be a resource beyond selling
• Build relationships
9. Strategic Communications to Build your Business in a Modern Digital Age
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