All users go through a decision-making process before any online purchase. We detect a need, we look for possible solutions and we choose the one that inspires us the most confidence. From a digital marketing perspective, it is essential to be aware of this journey when it comes to optimize our content strategy. For this reason, in Seocom Agency we want to dive into what is the buyer’s journey and how to create content that adapts to its different stages.
What will I find in this article?
What is the buyer’s journey: key to creating valuable content
The concept of buyer’s trip refers to active research process by a potential consumer, from your initial inquiry to the final purchase or rental. But not only that, but the buyer’s journey is also one of the fundamental pillars when it comes to segment and personalize your content strategy.
Defining your strategy according to the different stages of the buyer’s journey will allow you personalize the experience of each user or buyer, regardless of the stage at which he begins his journey, and thus strategically guide him to your product or service.
If anything has been shown in recent years, it’s that beyond the content itself, interaction and education is a safe bet for attract and convert your target audience. In addition to meeting their needs, sharing relevant content will allow you to position yourself as an expert in your sector.
Now, How to integrate the buyer’s journey into your content strategy? Let’s start by reviewing some previous notions.
Basics of planning your content strategy
the content marketing It is a technique based on the creation of relevant content for the user and its subsequent distribution through different channels. This is the foundation upon which the rest of the marketing actions are built, which is why you should make sure that your content always conforms to the following. conditions:
- To be contextualized.
- To respond to research intention of the user.
- Meet you format and string that suits.
- To be optimized to position you in the search engines.
Comply with these requirements and be aware the 6 questions you need to answer before posting content will ensure that your content can drive organic traffic to your website. But, to build really strong relationships with your target audience, you will need to combine different types of content. In this regard, a particularly useful division is according to its exclusivity, being able to differentiate two types of general content:
- Open content (promotional): does not force users to leave their personal data. For example, blog posts or videos.
- Closed content (transactional): users must provide personal data to access content. For example, via a form.
While the first will allow you to attract your potential audience, the second will facilitate the possibility of collecting data of interest in order to fully personalize the content offered to them and turn anonymous users into customers.
Thematic clusters and SEO optimization
the theme cluster or content cluster is a perfect example of the relationship of SEO with inbound marketing. It’s a structuring content based on keywords that allow you to link a generic main topic relevant to your brand with different subtopics more specific. It is made up of the following elements:
- Main subject: a generic topic, with a high number of searches and key importance to your brand.
- Pillar page: web page that you want to position and which displays all the content related to the main subject.
- Sub-themes: shorter child subjects, linked to the main subject but responding to a specific research intention.
What will you achieve with the implementation of the content cluster? Defining how your content is structured and associated will allow you to:
- Improve your visibility in search engines with main and strategic themes.
- Improve the structure of the content of our website.
- Therefore, improve the navigation experience users.
- Propagate the Success of your content. If any of your content is successful, it will generate a chain effect.
- Strengthen it backlinking.
Moreover, defining a content cluster will also help you with regard to create an editorial calendar for your blog, since thanks to it, you will be able to concentrate on really interesting proposals for your strategy.
How to create content for the 3 stages of the buyer’s journey
Once the above guidelines have been applied, you can continue to explore your goal: to attract traffic that faithfully represents your target audience In order to solve your problems, exceeding all your expectations. Not in vain, the quality of the traffic is more important than the quantity.
To ensure this quality, you must create content adapted to the different stages of the buyer’s journey or the buyer’s trip. We analyze them below.
At the recognition stage the user is aware that he has an unmet need. More or less defined, at this stage he undertakes a journey in search of an answer to his problem.
To define your content strategy for this phase, you must understand the user’s need and thus be able to offer you the appropriate content, help you better understand your problem or make you aware of it.
But your content should not only describe and highlight the problem, but also demonstrate your experience, professionalism and knowledge in the area.
Blog posts are the go-to format for this stage, and are typically raised from the following perspectives:
- How to analyze …?
- How do you know if …?
- How to solve…?
- To prevent…
- Risks of…
At this point, the user is already aware of his need and the next step will be know and detect the different solutions offered by the market. This is the perfect opportunity to make the anonymous user a contact in your database (for example, asking you for your email in exchange for content) and collecting personal information that allows you to provide a personalized experience.
So you will achieve it move forward on the path of conversion and prepare it for purchase. And at the same time you will be strengthen the customer cycle and the image of your company.
Today, content such as ebooks, white papers, testimonials are generally working very well. Your content must provide the solution to your buyer persona problem. You can take inspiration from these approaches:
- Tools for …
- Solutions for …
- Process …
- Suppliers of …
Once there, the user has already been able to learn about the different options on the market. Your content should now focus on help you choose the best solution: yours. To complete the purchasing cycle, you must answer specific questions about your product or service.
To boost their confidence in your brand, we recommend that you facilitate the experience of other users and their high level of satisfaction. Social confirmation through reviews and reviews will give you security when choosing you.
The content included in this last stage of the buyer’s journey meets the following structures:
- Comparison of …
- Pros and cons…
Understand the buyer’s journey as a cycle, not a funnel
If you can create truly effective content at each of these stages of the buyer’s journey, you position itself as a benchmark both in the market and in the trust and loyalty of your users.
But remember, the buyer’s journey doesn’t end with buying or leasing your service. The buyer’s journey, more than a funnel or a conversion funnel, is about a feedback loop. You have to make your clients fall in love so that they become your greatest promoters. But how to achieve it, we leave it for a next time. 🙂