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Four Tips on Creating Content for the Stages

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Four Tips on Creating Content for the Stages

Perhaps every business owner dreams about selling a product in the most simplified way. As easy as the potential customers find products on the web, click the website and buy them.

Unfortunately, the buyer’s journey is not that easy.

Practice shows that the first thing people tend to do is explore information on the product or service they want to buy. They read different blog posts, reviews, videos, etc.

It helps them understand if they need the product or not.

Therefore, it is critically important to create content for the early stages of the buyer’s journey to influence potential customers’ decision-making.

In this guide, you will find out everything about the buyer’s journey and how to create content for every stage of it.

The Essence of the Buyer’s Journey

The buyer’s journey is the process that every potential customer goes through right before buying anything. It consists of three stages:

  • Awareness (when the person faces the problem and searches the ways how to resolve it)
  • Consideration (when the person has a few alternatives that can help solve the issues / the person compares these alternatives to make the right choice)
  • Decision (when the person makes a purchase)

For instance, you need to present some data in a more visually appealing way. You come to the conclusion that it would be better to create a presentation on this occasion. You start searching for presentation tools to choose from.

Finally, you stumble upon a few tools that look promising. Eventually, you read a couple of reviews, blog posts about these tools and choose one of them to work with.

This is the entire buyer’s journey the consumer takes.

Four Tips on Creating Content for the Buyer’s Journey

As you already might guess, every stage of the buyer’s journey has its specifications. Thus, due to these specifications, you should create content accordingly.

But before you start working on content creation, think about your ideal buyer’s persona first.

1. Come up with creating a buyer’s persona

A buyer persona is a collective term that represents your ideal customer. It is not something that you can create following your own desires. Creating a buyer’s persona is an in-depth process that takes time to make certain observations regarding your customers.

Adrienne Barnes (Founder of Best Buyer Persona) suggests three steps create your buyer’s persona:

  • Try to know your customers better (ask your best customers about their likes/dislikes, what they think about your product, how would they improve it, etc.)
  • Collect and organize the data (analyze the replies and look for the similarities)
  • Segment your audience (pay attention to the audiences that popping out of the data and get to know your buyer personas)

2. Explore topic ideas that would match every stage of the buyer’s journey

To get you a clear idea of how to explore topic ideas for every stage of the buyer’s journey, review the suggested example below.

Imagine that your buyer’s persona is Jon Jones. Jon wants to create a blog that would bring income. It will allow Jon to leave the full-time job. And here is Jon’s buyer journey.

● Awareness

The very first stage of the journey is when Jon faces his problem. And the problem is that Jon’s website doesn’t drive any traffic.

Jon starts exploring the ways and methods to get traffic to his site. Finally, he realizes that the best way to solve the issue is by applying SEO. He wants to get more information about SEO.

If you happened to create content for this stage, you would cover topics related to SEO and how to drive traffic to one’s site and blog.

To cover more specific topics, you should figure out what would be interesting to learn about for Jon. How to do this?

You can use the Keywords Explorer tool from Ahrefs. Enter these terms and go to the “Matching terms” report. Make sure you click the “Questions” tab (because the awareness stage is all about informational keywords):

The report suggests 4K+ keyword ideas. Not all of them would satisfy Jon’s needs. Hence, review the suggestions and pick up those that would work.

● Consideration

The second stage of the buyer’s journey. Jon has already realized that he needs an SEO tool. He starts exploring available alternatives, reads reviews, tests free tools.

At this stage, you should create content around SEO tools. Cover tools for each SEO aspect. Write comparisons. To find topics for your content, do the same keywords research as for the first stage of the journey. The only thing you should change is to apply comparison modifiers (versus, best, review, etc.) and place them in the “Include” box:

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Again, skim through the suggestions and choose the most promising ones.

Decision

The third stage of the buyer’s journey. Jon has a desire to buy a specific tool. He is aware of the features, price, and everything in between. He needs the final nudge to purchase the product.

Here you will need to cover topics related to the brand of your product. Don’t shy away from pitching your business proposal. Your goal is to assure Jon to buy your tool.

3. Work on creating content

Once you have topics for every stage of the buyer’s journey, it is time to work on creating content.

Whether you choose to create the content yourself, assemble a team of freelancers, or partner with a specialist content writing agency, keep in mind that you’ll need to create various types of content for each stage. For the first stage (awareness) you should focus on blog posts, videos, and other types of content that would have an informational structure.

The stage of consideration requires you to create comparison content. People might look for comparison or category pages. The last stage is all about branded content. When you reveal everything about your product.

If you don’t want to bother yourself with guessing what kind of content you should create, Google will help you out. Analyze the top-ranking pages following the three Cs of search intent.

● Type of content

There are five main types of content – blog posts, video, product, landing, or category pages. For instance, if you review the results for the search request “how to make an infographic”, you will see that the top-ranking pages are blog posts, landing pages, and videos.

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Format of content

This applies to blog posts mostly. Here are the main formats – listicles, how-to guides, reviews, opinion pieces, or news posts. For example, the request “off-page SEO techniques” will suggest to you the top-pages results with detailed guides and listicles.

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● Angle of content

Content angle refers to the selling points of the content. Let’s say your potential customers search for “best infographic maker” and they want to get the freshest suggestions.

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4. Don’t forget to add a call-to-action within your content

First and foremost, don’t add a call to action at the first stage (awareness). Potential buyers are not ready to buy from you. You should implement calls to action starting from the consideration stage.

But don’t force people to come to your pricing page or buy a paid trial version of the product.  Instead, suggest testing your free version of the tool. Moreover, nudge people to sign up for the newsletter. The latter is a great content marketing tactic which you can potentially use.

To Conclude

The truth is that the buyer’s journey doesn’t work perfectly in real life. You can never predict a potential customer’s behavior.

The person can go through each stage of the journey and drop out. Or the person can avoid reading information about the product and buy it in a rush.

Anyway, it doesn’t mean that you shouldn’t take this buying model seriously. Instead, follow the pieces of advice suggested in this guide and create content for every stage of the buyer’s journey.

If you think this post lacks some details, feel free to share your thoughts in the comments.


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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

Elevate Your YouTube Channel Top 4 Video Editing Tools

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

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Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

  • AI background remover: Replaces backgrounds without a green screen
  • AI motion tracker: Sticks effects and images on moving objects
  • Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
  • Color correction: Boosts colors so viewers can stay glued to your YouTube channel
  • Overlay effect: Offers 13 blending modes to create professional-looking videos
  • 4k resolution: Saves videos in ultra-high quality form
  • YouTube Integration: Saves you time by sharing videos directly to YouTube

Pricing

Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

  • Free
  • Video Editor: $49.95/year
  • Video Editor + Effect Packs: $155.95/year
  • Video Suite + Effect Packs: $94.95/year
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Usability

Easy to use

Tool Level

Beginner/Intermediate

2. Adobe Premiere Pro

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If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

  • Text-based editing: Removes pauses with ease
  • Project templates: Retains assets, colors, and branding across multiple projects
  • Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
  • Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
  • Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video

Pricing

Adobe Premier Pro offers two paid plans. Here are the details:

  • Premiere Pro: $29.99/month
  • Creative Cloud All Apps: $59.99/month
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Usability

Has a steep learning curve

Tool Level

Intermediate/Advanced

3. Shotcut

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Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

  • Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
  • Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
  • Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
  • Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
  • Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast

Pricing

 Shotcut is completely free to use as it’s an open-source software solution

Usability

It has a steep learning curve

Tool Level

Intermediate

4. Lightworks

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If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

  • Universal timeline: Accommodates video footage of any quality, size, or frame rate
  • Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
  • Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
  • Easy export and share: Allows you to share videos on YouTube directly from the platform

Pricing

Here are the pricing plans offered by Lightworks.

  • Free
  • Create: $9.99/month
  • Pro: $23.99/month
1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginners/Intermediate/Advanced

Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.


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