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.
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.
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.
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:
Again, skim through the suggestions and choose the most promising ones.
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.
● 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.
● 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.
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.
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.
Top Strategies to Promote Your Writers’ Conference
If you’re hosting an upcoming writers’ conference, you need to make it stand out so that you get a large audience at the event. But for that, you’ll need to promote it with the right marketing mix. Here’s what that entails.
A writers’ conference is an event where aspiring writers come together and learn from successful authors, editors, and literary agents. For most, it’s a once-in-a-lifetime event that can offer them invaluable lessons on becoming a renowned author. You can only instill this fear of missing out (FOMO) if you’ve invited already-established and well-renowned authors. But more importantly, you need to have a marketing plan in place to expand your reach before the event. Here are our top hand-picked strategies.
Email marketing is more powerful than you think
Most people think email campaigns have become obsolete, but that’s not true. It’s certainly challenging to pull off since you only get one shot to convince the reader to open your email, let alone attend the conference. A great consists of a catchy and relevant subject line that piques a reader’s interest and compels them to open your email.
Next, avoid writing walls of paragraphs — no one reads paragraphs in emails anymore. Instead, use an online tool like PosterMyWall to pick a pre-built email template so that you don’t have to structure the email from scratch. And lastly, don’t forget to segment your target audience because you can’t send one email to everyone without personalizing it to their preferences.
A website and blog are instrumental
You can’t really promote your writers’ conference without a strong digital presence. The first step of creating that is having a stunning website and a blog. Make sure the website has an in-built form so that people interested in attending the conference can buy their tickets directly from your site or contact you if need be.
On the other hand, a website blog is a prerequisite to getting high traffic on your website. This is where you post articles that add value for aspiring writers. You could share tips and tricks for fiction writers or recommend a YouTube documentary on writing. Just make sure the content you put out is adding value to your readers.
Take advantage of social media
Social media marketing has become the core of all things digital marketing. That’s because almost everyone uses social media. Therefore, the first step is to identify which social platforms you should promote your conference on. We recommend Facebook, Instagram, and LinkedIn. They’re the most widely-used platforms and would help you promote the conference to a sizable audience.
Keep in mind that social media marketing takes consistency. You need to put up catchy posts regularly to increase traction. Insert URLs of your blog articles or YouTube videos, followed by a relevant caption. Make sure your captions don’t exceed more than a line because people don’t bother reading long posts on social media.
Runs ads on social media
Once you’ve built a large following on your social media channels, you could run ads to accelerate ticket sales to your conference. Social media platforms track user interests and preferences, so it shows your ads to users who will most likely attend your writers’ conferences.
When you’re making an online video ad, make sure it’s not longer than 30 seconds and conveys the message at first glance. You could take the help of an online editor who has experience making video ads. There’s no one right way to craft an ad, so be sure to experiment with a number of things to make it stand out and memorable. You could take help of an online editor who has experience making video ads.
Don’t forget about SEO
Search engine optimization (SEO) is the most critical thing you can do to expand your conference’s digital outreach. It makes your website, YouTube videos, and social media pages rank higher on Google’s SERPs. The higher you rank on Google, the more traffic you’ll get, and the better your chances are to increase the number of attendees at your conference.
For starters, use Google Keyword Planner to hunt for the most-searched keywords on Google relevant to writing conferences. Then, incorporate those keywords in your blog articles, social media posts, YouTube video transcripts, and titles. It’s also important to include backlinks in your articles, which is another way of beating Google’s algorithms.
A final piece of advice
The above strategies have been tried and tested, but every writing conference is different. Maybe you’re hosting a conference just for fiction writers — in that case, your entire campaign should revolve around that specific target audience.
Also, the renowned writers you invite to the conference will build your credibility and attract more aspiring writers. Just make sure you tailor each strategy to satisfy the audience’s preferences. Don’t be afraid to throw more strategies into the mix — maybe promoting your conference via a local newspaper ad would work better than social media marketing.
Top Strategies to Promote Your Writers’ Conference
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