Why Content is at the Core of Customer Journeys

Tony Moncini

Tony Moncini About The Author

Apr 4, 2022 10:43:00 AM


Why Content is at the Core of Customer Journeys

Content is among the most essential items to consider when moving customers along the buyer's journey. Before making a purchase, customers will conduct research around specific products and the specific problems they're facing and potential solutions. By developing and pushing content that addresses people's pain points and leads them toward the solution you offer, you can improve your brand image and establish trust. 

If you want to learn more about how content helps your business, the following are some of the main benefits of content marketing strategies. 

Learn more about Brand Strategy!

How Customers Research Products 

Screen Shot 2021-10-18 at 10.06.55 AMBefore buying any product or service, customers want to ensure it's right for them. In the process, they'll begin their journeys online by reading and researching. Specifically, they may identify a particular problem that they're experiencing and learn more about it. From there, they may begin to look for recommended solutions. Eventually, they may be ready to decide and purchase a particular product or service. 

Content generally increases the chances that people will find you as you develop your online presence. Having plenty of high-quality, fresh content gets your brand out there early in the research process. Keep in mind that people conduct research for as long as a year or longer. If people find you long before they're ready to buy, they'll be more likely to purchase from you. 

Get Found Through SEO 

Rich and well-optimized content will help establish an online presence through higher rankings on search engines. When people see brands appear at the top of Google results, they'll be more inclined to trust them. By optimizing for specific keywords that people enter to research your offerings, you'll help more prospects find your content. 

While you can increase the visibility of your content by aligning it with industry-relevant keywords on your website, there are other ways to optimize content. For example, you can boost the rankings of pages through backlinks on guest posts in industry-relevant blogs or magazines. In these cases, you could submit a guest post to a reputable online publication, which would link back to the webpage you want to help rank better. That sends a signal to Google that your page is worth ranking, seeing as another authoritative website trusts it enough to link to it. In turn, your on-site content can rank better while you further establish yourself as an industry leader on other platforms. 

Guide Customers by Informing Them  

Screen Shot 2021-11-02 at 9.24.54 AMYour website is crucial when connecting with prospects and converting them into leads and customers. Putting information on your website guides customers through your sales funnel and the buyer's journey by teaching them about your offerings. As people conduct research, they'll spend longer times on pages with ample information. It will not only educate your audiences, but you'll also more effectively gain their trust as you provide actual value to them. Instead of simply attempting to make a sale, you'll appear to genuinely want to help your customers make the right decision. At the same time, you'll exhibit more transparency as you let people know what your offerings can do. 

In addition to your website, you can share blogs through social media and email marketing campaigns to help boost traffic and further extend your online presence. 

Build Trust by Helping to Problem-Solve 

You can develop all types of content to help your audiences solve specific problems. For example, blogs and video content could illustrate how your services help them. Other content could address common issues that people face in your industry, which people may resolve on their own at home.   

This type of content lets you help customers and win them over. It will also help get your face out there as the most reliable solution to overshadow your competitors.  

You don't have to spend a lot of money on content, either. There are plenty of ways to use low-cost video and other cost-effective content to establish a connection with audiences. The more helpful content you produce, the more people will find you and perceive your brand as a guiding beacon in your industry. 

Develop a Winning Content Strategy with a Media Partner 

Screen Shot 2021-09-16 at 8.57.33 AMThere are many benefits of developing a large amount of high-quality content that reaches your audiences. Having great on- and off-site content will build your online presence, guide your audiences, and build more trust in the long term. However, you need to ensure your content strategies get ample attention to get the best results. If you're unable to focus on building a content strategy sufficiently, you're more likely to underperform.  

Having a helpful media partner by your side can help ensure your content strategy performs at its best. As a result, you can focus on growing your business as your content thrives. 

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Topics: Content Development & Production