Adapting your marketing content to the stages of the customer journey

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If you want to turn internet users into loyal customers, you need one key skill: content marketing .

You need it for:

Write eye-catching social media posts,

Write relevant and well-structured blog posts,

Create compelling sales pages that drive action,

Send newsletters that people want to read and share…

In short, writing quality content is more important than ever, regardless of the medium used or the target audience. It is even said that content is KING : without it, there are no results! It is a pillar of your digital marketing strategy.

This is a challenge that many companies have integrated today, particularly with the implementation of an Inbound Marketing strategy . Gone are the days when an advertisement was enough to attract customers. Today, the purchasing process has become more complex, communication channels have multiplied, as have consumer expectations. To attract customers israel telegram you have to redouble your efforts... and content.

Yet many companies make a critical mistake that undermines the results of their content marketing: they neglect a large part of the customer journey. Often, they focus on:

either at the beginning (top of the sales funnel): they offer poorly targeted informative content to gain notoriety, without seeking to qualify visitors subsequently;

either at the end (bottom of the sales funnel): they only offer commercial content, with promotions, discounts, special offers to guide the Internet user towards conversion... without knowing if they are really interested or if they have sufficient knowledge to take action.

Why is this a mistake? Because they systematically put aside all other potential leads. This unbalanced content strategy therefore leads to lost sales !

That's why today we're going to explain how to adapt your marketing content to the stages of the customer journey: a fundamental element to improve conversions, from acquisition to loyalty.

Summary :
What is the customer journey?
What are the stages of the customer journey?
Step 1: Awareness
Step 2: Consideration
Step 3: Decision Making
And what about loyalty in all this?
The content to prioritize at different stages of the customer journey
Attract attention
Help with thinking and converting
Nurturing your lead to influence decision making
customer journey from visibility to purchase
What is the customer journey?
The customer journey refers to all the stages that a customer goes through during their relationship with a company, from becoming aware of a problem to making a purchase (and beyond).

The customer journey therefore includes several key phases, such as:

Searching for information,

Comparison of products or services,

The act of purchasing,

After-sales service,

The re-purchase…

These phases are grouped into 3 main stages: discovery, consideration and decision.

The goal of your content marketing strategy is then to offer relevant content at each phase. This requires a good understanding of your audience profile, their needs, and their expectations.

This also involves tracking the lead’s evolution . Your audience’s expectations evolve between the discovery phase and the decision phase. Therefore, you need to be able to collect the necessary information to identify at which stage of the customer journey your buyer is.

In this respect, it is interesting to use a CRM : such software allows you to centralize all your customer data to optimize the effectiveness of your marketing actions, including your web content.

What are the stages of the customer journey?
The customer journey is divided into 3 stages: