On Words and Business

How does your content marketing campaign fit with the 3 stages of buying?

A few thoughts:

1. Identifying the problem

• Whitepaper discussing the nature of the issue and a resolution
• Case study showing what challenges previous customers faced
• Ebook sharing thought leadership about the industry and common challenges

2. Identifying the solution

• Enewsletter with brief case studies showing how customers have resolved the problem
• Webcast answering typical customer questions
• Whitepaper discussing the nature of the issue and a resolution

3. Identifying the right solution

• Podcast with one of your subject matter experts talking about the benefits of your solution
• Online video showing your product in action
• Case study of customer who tried many solutions before finding yours

The 3 basic stages before buying a product or service:

1. Do I have a problem?

The goal of content marketing at this point is to share materials that educate your customers about the issue or problem, including the consequences of ignoring it.

2. If I do have a problem, what solutions are out there to help me solve it?

This is when your content needs to provide details about the features and benefits of your product/service, so your customers can figure out what the differences are between offerings and why yours might be best.

3. Is this the right solution for me?

This is when your marketing materials should discuss things like the return on investment in your solution and any additional information (like service and support options) to help customers evaluate your product and compare against any competitors.