Content Tips to Help You Nurture Potential Buyers

Understanding your audience and their needs at each stage of their journey is the key to establishing trust and increasing conversions. Whether you’re an experienced marketer or just starting out in content marketing, this blog post will walk you through new content ideas for each stage of the buyer’s journey.

Get ready to take some notes and walk away with fresh content ideas.

Content to Help In The Awareness Stage

At this stage, potential customers are becoming aware of a problem they want to solve. Your role is to attract them with content that educates and engages without a hard sell. Think of this as the “first impression” stage. First impressions matter both online and offline, and in this case, think about this as your opportunity to create a lasting first impression online.

The goals in this stage should be to build awareness, provide value, and establish credibility.

Content Examples:

1. Write articles answering common questions related to your industry. For example, “5 Common Myths About Organic Skincare Products.”
2. Create explainer videos. For example, a real estate agency could make a video on the topic: “Understanding the Basics of Mortgage Rates.”
3. Use graphics to simplify complex topics, like “The Lifecycle of a Zero-Waste Product.” This could be an infographic that showcases the lifecycle of such a product.
4. Interactive content like “What’s Your Ideal Productivity Style?” engages and informs simultaneously.
5. Post shareable tips, fun facts, or short videos. For example, a fitness brand could post “3 Surprising Benefits of Stretching.”

In order to help your content have a longer shelf-life, always think about doing keyword research to find keywords and terms that your potential buyers could be searching for.

Content to Help In The Consideration Stage

Here, your audience knows what they’re looking for, but they are still researching the best solution and comparing their options. This is your time to shine with content that will help your potential buyers get one step closer to choosing you and your brand as the solution they are looking for.

The goal of this content is to educate them on your solution and position yourself as the perfect solution for their needs.

Content Examples:

1. Create side-by-side comparisons of your product versus competitors. Example: “Email Marketing Tools: How We Stack Up Against XYZ tools.” Us vs them content is always a great idea for comparison content.
2. Share real-life stories of customers who’ve solved their problems with your offerings. Graphic and video testimonials with case studies are perfect for this.
3. Dive deep into topics. For example, a SaaS company could write “The Complete Guide to Cloud-Based Team Collaboration.”
4. Host sessions that go beyond surface-level content. A career coach might offer “Top 5 Strategies to Land Your Dream Remote Job.” Notice the specific focus on remote job.
5. Build a mini email series that breaks down a complex topic over several days. Each email acts as a mini-lesson, leaving your readers excited to see what’s to come in the next email.

Content to Help In The Decision Stage

At this stage, your audience is ready to choose their product or service. Your job is to convince then with persuasive content to help them take that final step. With this type of content, it’s time to address objections and motivate purchase.

Content Examples:

1. Showcase authentic reviews from happy customers. Video testimonials are great for this.
2. Offer limited-time discounts or free trials. For example, 15% off the first month.
3. Let potential buyers see your product in action with detailed demo videos.
4. Address common questions and concerns in a straightforward way. Always remember to keep industry jargon at bay since while many of your customers may be familiar with industry jargon, not everyone is.
5. Use data to create personalized content, such as “Here’s the Perfect Coffee Subscription Plan for You.”Here’s the perfect plan for you based on XYZ.”
6. Create a “Why Choose Us?” landing page with interactive features like clickable customer stories, comparison charts, and even a chatbot to answer questions in real time.

Content Help for The Retention Stage

Your work is far from over after the sale. Loyal customers are your best advocates and repeat buyers. Create content that deepens your relationship with them. And yes, this applies to them whether or not they purchased a product or a service.

The goal is to delight your customers, make them feel seen and heard, and create a sense of community.

Content Examples:

1. Offer behind-the-scenes previews and sneak peeks or VIP-only resources.
2. Keep your community engaged with useful tips, updates, and special offers.
3. Encourage customers to join your community platforms such as Slack or even Facebook Groups.
4. Celebrate your customers by sharing their photos, reviews, or success stories; you can also collaborate with them to create UGC content (User Generated Content.)
5. Offer extra incentives to current customers to encourage them to sign up for upgrades or discover new complementary products.
6. Host virtual meetups or workshops tailored to your customers. For example, a nursery could host a monthly “Ask Our Expert Gardener” webinar to share tips and tricks.

Creating content for each stage of the buyer’s journey will help you meet your audience where they are and gently guide them to purchase, in addition to helping you create an effective retention strategy.

Remember, all of your content is a step towards developing a long-term relationship with your audience.