Did you know your social media content needs to be a mix of educational, entertaining, and promotional?
If you didn’t that is totally okay!
Here’s the thing friend, content marketing is all about meeting people where they’re at! Your content should be a mix that appeals to people at every stage.
What is the customer journey?
The customer journey is a map of where, why, and how customers land on your websites or social media feeds. HubSpot defines the customer journey, as “the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.”
Here’s the customer journey:
- Awareness stage: This is when your customers search for topics related to a challenge, goal or opportunity to educate themselves. As a marketer, you can dig into the data related to this step to discover common concerns and how potential buyers prioritize their needs.
- Consideration stage: In the second phase of interaction with your brand, the customer is armed with clearly defined goals and are ready to address them head-on. They are looking for targeted solutions.
- Decision stage: In this final touchpoint before making a sale, your customer is ready to commit. They’re weighing their options and choices before pressing the Buy Now button. As a marketer, you can discover how buyers evaluate your solutions, what concerns/expectations they may have and who was involved in the decision-making process.
What type of content should you create?
Before creating content, I recommend doing some message mining and getting to the root of your audience’s common challenges or needs. This will help you create content that provides value for them.
All of your content doesn’t have to directly tie back to one of your products or services. Your audience will appreciate the helpful information, and look to you as an authority in your space. Let’s look at this customer journey progression through a content-lens:
Take a look at these Content Examples:
- Awareness: “What are the best road trip games to play with kids?”
- Consideration: “Best New Technology Features in 2018 SUVS”
- Decision: “Why the C-Class XYX is the Safest Vehicle for Your Family”
Bad Content Examples:
- Awareness: “What are the Best New Features from the Latest XYZ Vehicle”
- Consideration: “Why Car Model A is Better than Model B”
- Decision: “Top 5 Reasons Customers Are Happy With Our XYZ Vehicle”
Depending on your industry or mapped customer journey, the time it takes to get your audience from the awareness stage to the advocate stage may vary.