Building an audience online is all the rage.
Individuals and organizations alike are building platforms by creating content.
And rightfully so.
Content is the new marketing currency. It is what will help you project your message to people and help people find your message.
You see, from blog posts, videos, and podcasts, the proliferation of content has forever changed consumer behavior. People no longer wait passively for someone to approach them with a solution. They search for answers online, they poll their friends on social media and read reviews on Yelp, Amazon, or a retailer’s website. Consumers are now taking the steps to educate themselves about you, your organization, and your product.
Whether you’re an author, small business owner, or represent a large corporation, you cannot rely exclusively upon paid media to reach customers. You need to help customers find you and to decide whether or not to buy from you. In the words of Brian Halligan and Dharmesh Shah, cofounders of Hubspot, “you need to match the way you market your products to the way your prospects learn about and shop for your products.”
In order to do this well, you must understand the basic journey that every buyer takes—including yourself—when it comes to purchasing a product. There are three basic steps to the buyer’s journey:
From creating awareness of your product to make a decision, the content you create for every stage a buyer goes through needs to help them along the way. It needs to serve as the ground they walk upon. To do this well, you need to develop three distinct types of content you must create for your audience.