THE ART OF CREATING VALUABLE CONTENT FOR EVERY STAGE OF USER JOURNEY

In some ways, your customers’ journey is like your journey through life. Just like life, the customer journey can be visualized through different stages. Depending on the stage you are at, your interests and needs may change, and your demand for information may alter.

Mapping out a user journey can help you find that harmony between value and incentive. The golden rule to remember is to provide useful info that can help solve your customers’ challenges at every stage of their journey.

The million-dollar question is: “What type of effective, immersive, relevant content do you create for each stage?” As performance marketing experts, that’s the question we’d love to answer. Let the content games begin!

1. Awareness Stage

In short, people need to be aware of your brand; they need to know why they should care. When diving into the depths of the web, your customers will be looking for much more general solutions like “wedding planner,” for instance.

Are you wondering how to build trust at this stage? The first impression is everything. In general, try sparking interest and grabbing the attention of potential customers by serving content that’s more visually appealing and makes your brand stand out.

\When creating content for the awareness stage, put extra effort into content pieces like infographics, blog posts that answer client challenges, podcasts, and don’t disregard social media.

Check out a bunch of content examples our tech content creators found to be very effective at this stage:

This social media post puts many troubling questions to the top of users’ minds, making them aware of the child safety issues in the digital age. It redirects to a very neat article about a general survey that, among all, offers a few handy tips parents can take to ensure their kids are safe.

When it comes to your content pieces, ask yourself:

  • Are customers viewing or interacting with the content?
  • What do they do after interacting with it?

Luckily, you can always rely on customer behavior statistics. Check the kind of pages your customers visit, the keywords they use to find your brand or website. Google Analytics is one of the best tools you can use to gain some valuable insights. The answers usually lie in metrics like “time on page,” “number of views,” or “bounce rate.”

2. Consideration/Interest Stage

At this stage, users are taking their time to research to get more info about products and evaluate all their options. Your customers are close to making their final decision, which means you have a critical mission to motivate them to act and win their hearts.

Every piece of content you produce at this stage should help your potential customers compare your offers against their problems and other similar products. Plus, it wouldn’t hurt if your content would be more educational and empower users to become more informed about your industry.

As far as content goes, opt for educational videos, product reviews, brand comparisons, checklists, tips sheets, eBooks, and so on.

With product reviews, keep in mind that the more details you provide about a product, the better. There’s an e-commerce study that proves that as much as 20% of purchases are left incomplete because of the lack of information. Here’s an example of our product review:

A very educational video that lists a few powerful statistics on cybersecurity attacks, helping users become more informed. Aside from this, it provides detailed tips on the features of effective antivirus software, pushing users to make the right decision.

Are they looking for more ideas for educational content? Surveys will do a fantastic job, like this one prepared by our personal finance content experts. The highlight? Millennials are unsatisfied with their finances but remain ever optimistic.

When creating content, keep your finger on the pulse by asking yourself these questions:

  • Does this content motivate people to convert?
  • Is this content successful in generating leads or increasing sales?
  • Can I reach my end goal with this content?

If your content is effective, the answer to all the above questions will be positive.

However, don’t beat yourself up if one piece of content you created doesn’t help you get the job done. It’s always a good idea to create a bunch of different content pieces and test them as you go.

3. Decision Stage

“Why should I choose this specific wedding planner?” “Why should I apply for this credit card?” – These are the kind of questions your prospects ask at the decision stage.

You guessed it! In the decision stage, users are ready to seal the deal. Your relationship with your customers is already deep: they have been to your website; they’ve read your emails and have met your brand on social. So, it’s safe to say that you know your audience well.

This is the time for you to go all-in and show the benefits of your product or service. Concentrate on content that makes your customers see how valuable your product is, show them how it helped others solve their problems and meet their needs; explain how users’ life could change if they purchase your product. You can also try to use a sense of urgency to motivate users to act faster. In short, back up your claim that your product or service is the best out there!

How does the conversion stage content look? Here’s what our finance and tech content managers have created:

This testimonial video explains to users exactly how a VPN service has helped others to solve their problems. It goes into detail about the product and shows how this VPN service could change users’ lives.

The following questions should always be at the top of your mind:

  • Can users understand what to do to convert?
  • Is my conversion process hard or easy?

4. Customer Retention

Your customers converted. Congratulations! However, it’s not the time to close up shop and forget about content. Their conversion is a valuable piece of the data puzzle, which you can use to create immersive content and boost your customers’ user experience.

At this stage, you know your customers’ preferences. Focus on creating content that complements their conversion. Have a look at a personal finance article about credit repair that we offer users to read once they’ve applied for a credit card but have a low credit score.

As more and more conversions are made, you can improve at predicting your customers’ actions and leverage your content to re-target your high-value audience to ensure more future conversions. Here’s a summary of the kind of content you might need for each stage of the user journey:

Content creation process

Organizations that excel at creating relevant, valuable content for their users and account for customer journeys make the most impression on their audiences and drive high-value customers successfully. Are you one of those?

We can help you get there! Leverage our exclusively owned and operated personal finance and tech product review websites, cross-channel analysis, and professional know-how to connect with customers that are ready to decide. Contact Webpals Finance or Webpals Tech for more details!