How to Align Your Content Marketing with the Buyer Journey

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Understanding the buyer's journey is essential if you want your content to help boost conversion rates for your business.

So how exactly can you do that?

Here are some tips for each step of the buyer journey.

The search and discovery phase:

The first step of the buyer journey is the discovery phase, when they're still shopping for products or services.

Your content should help build awareness for a certain problem and offer a solution that your business can provide.

The contemplation phase:

At this point, your customers are aware of their problem and now have to be convinced that your products are the answer. You can use research reports and whitepapers.

This is when you can start highlighting the features of your products and/or services.

Video demonstrations and case studies would be very helpful at this stage.

The decision phase:

Hopefully, by this time your content has helped bring your customers to this point. If so, it will be much easier to convince them to buy from your business.

Focus your content on why your product is the best and how it will add value – such as to boost productivity or reduce expenses.

Trials, live demos, comparison content and in-depth research reports can be used here.

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