Finding an idea for your content can be hard enough. But deciding which content format you should choose to maximize the effects of the idea is even harder.
Each customer is different in their way of receiving information.
And there is no single method or content format that you can use to satisfy all of them by following their way of taking in information.
However, if we look at this from another perspective, there is one method that could help you to select the best format for your content:
Deciding based on the position of the content in the customer’s buying journey.
There are 3 stages in the buying journey, and each stage has a set of content formats that tend to perform better in that particular stage.
And since they only express some minor symptoms of a problem, an exact solution is not needed.
Therefore, it is best to provide only educational content to help those potential customers educate themselves about the underlying issue or root problems at this stage.
Don’t focus on your solutions just yet. Put the limelight on the customer’s need & problem only.
Some content formats that work well at this stage are:
- Analyst reports
- Research reports
- Editorial content
- Expert content
- Other educational content
The potential customer now knows that they have a problem that needs to be addressed.
It is clearly defined and they have probably given a name to their problem too. This is why it is appropriate to provide educational content to help them learn more about the solution to their problem or issue at this stage.
Your content at this stage should speak directly about options that helps solve their needs. It bridges the gap between educational assets and product/service information, without involving your brand.
Some content formats that can perform well are:
- Expert Guides
- Live Interactions
- Comparison whitepapers
This is the last stage before the purchase. Your potential customer has now decided on their solution strategy, method, or approach, and is ready to make a purchase for their problem.
At this stage, and only at this stage, should you start to show them why you are the best of the best at solving their problem. Content at this stage should be focusing on your product & service.
You can so that with:
- Vendor comparison
- Product comparison
- Case Studies
- Trial Download
- Product Literature
- Live demo
Always remember to start with a topic for your content first, not the format.
Choose the topic, analyse it to see where it fits in the buying process, and then select a format accordingly.
If you need help with your business website, contact us at Hotpink Websites now!