This is an excerpt from The Customer Journey Map Is Imperative For Content Marketing Strategy
When climbing Mount Everest, alpinists don’t just randomly pick the starting point they are going to use to reach the summit – they stick to the map. Look at me, talking about climbing Mount Everest as if I did it myself… Anyways…
It’s the same with your content marketing strategy – you stick to the Customer Journey Map. That map, as we already discussed, has several customer journey stages.
And how do you purposefully and masterfully build the story road for your Users?
By designing a unique, valuable, effective content for every customer journey stage your User is going through. Starting from the first one – Awareness.
Awareness Stage
At the beginning the Users are not aware that they have a problem, they don’t know your brand or both. This is the ‘Awareness Stage’.
Being too direct at this point may cost you your business. It’s like a man walking into a bar, meeting a woman and immediately proposing marriage to her.
You’ll scare your customers, and they’ll run away.
Brands shouldn’t demand anything from their Users at this get-to-know-you stage. Instead, they should focus their energy, resources, and knowledge for creating content that would imply warm welcome, not give us your money.
To achieve this warm welcome, brands should focus on free content:
- Free E-books
- Free Guides
- Free Kits
At this stage, your Users are discovering your product and brand. They are in a research mode, eager to collect more information. And free information will make them into returning visitors.
Also, make sure to use social media.
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