Understanding your customers and where they are in the user journey will help to tailor unique content to capture your audience.
With increased competition and touchpoints, it’s now more important than ever to ensure your content reaches your audience at the right time.
This is part of the Fuelius inbound marketing methodology, taking this approach from the awareness stage to conversion and beyond to deliver relevant messaging to the right person at the right time.
What is the user journey?
The user journey is the route that a prospect takes to become a customer. There are a range of actions and interactions that they will have with a brand on the route to conversion. It resembles a complete cycle and a person’s personal experience in trying to achieve a goal and becoming a customer.
Why is content marketing key?
Content marketing is key in this scenario because if done correctly it can be the difference in converting a customer or having them go to a competitor. Content marketing helps to engage and retain a prospective customer and guide them through their decision making process. Everyone’s journey is different, some know exactly what they want, others are lost partway through the journey and 60% want to connect with the sales team after they have completed research. Content marketing is the way an audience can be reached, guiding them throughout the journey without them completely realising.
Stages of the user journey
The type of content that a person sees will depend on what stage of the user journey they are at. There are three main stages of the user journey, these are…
Awareness
The first stage of the user journey is the awareness stage and this should make a great first impression on an individual to grab their attention and make them want to know more about a brand. The majority of people consume a large amount of content each day, so it’s important to stand out from the crowd and find ways to truly engage people.
People no longer consume content or discover advertisements on just one device, they are often taking in stimuli from a range of sources, such as social media and TV adverts. So it’s crucial to entice them within the first second or two to make them watch to continue reading, listening or watching. In this stage, content should inform or engage the target audience, often visual and interactive content is the most successful. The best content to use in this stage is;
- Short form blog posts
- Competitions
- Live events
- Quizzes
- Media coverage
- Instagram posts
- Youtube and Facebook videos
Consideration
In the consideration stage, customers are searching for a solution to their problem. At this point, audiences should be persuaded to move to the next step, so the content will be more persuasive, informative and entertaining in comparison to the awareness stage. This is where questions should be answered and obstacles overcome, making it easier for the audience to make a decision when it comes to purchasing from your business. Content in this stage includes:
- Long form blog posts
- Case studies
- Industry news
- E-books
- Demo videos
- Q&A
- Vlogs
- Product reviews
- Free samples
Decision
This is the last opportunity to move a prospect all the way through the user journey to purchasing from your brand. Once a buyer has been educated on a product or service, it is then time to convince them you’re the right solution out of all of your competitors. It is clear they are interested as they have come this far but getting rid of any final objections or doubt is a must to finalise a sale. Content in this stage includes:
- In depth blog posts
- Consultations
- Customer testimonials
- Webinars
- Influencer endorsements
- Instructional videos
- Product comparisons
Content is crucial in capturing audiences along the user journey. Each piece of content should be tailored to suit the target audience in their specific buying stage. High value and engaging content that intentionally appeals to customers along the user journey will help move them effectively through the decision funnel to the end goal.