Your content’s target persona is only half the equation for content mapping. In addition to knowing who the target person is, you need to know where they are in the buying process —how close they are Consider the persona’s buying to making a purchase decision. This stage in the buying process is called the lifecycle stage.
Our content mapping template divides the buying process into three lifecycle phases :
- Awareness : In the awareness phase, a person recognizes and expresses initial signs of a potential problem or opportunity.
- Consideration : In the consideration phase, the person has clearly defined the problem or opportunity and is looking for a solution.
- Decision : In the decision phase, the person has defined their solution strategy and is now looking for a suitable provider.
By combining buyer personas and lifecycle stages, you can target specific segments of your audience and create content that is engaging and relevant at every stage.
4. Consider what questions the personas have in the awareness phaseConsider the persona’s buying
Your awareness-phase content should target potential customers who are still at the beginning of the buying process . People in this segment are c level executive list just beginning to realize they have a problem.
During this phase, it’s helpful to provide content that helps them understand the problem at its core . This (ideally) brings them closer to a purchase decision.
Important questions you can ask yourself:
- What problem are they likely trying to solve and what symptoms are causing this problem?
- What information will help them identify their problem and understand that your product or service was designed to address it?
- How can I build trust at this early stage and offer more value than my competitors?
5. Create content for the awareness phase
Consider your buyer personas’ questions and transform them into topics for awareness-stage content. This content should address their current needs without focusing cdn shield: dual protection of acceleration and security too heavily and immediately on your product or service.
Suitable formats include informative blog posts , webinars , e-books or social media posts that address initial concerns and slowly familiarize potential customers with the benefits of your product.
My tip : Put yourself in your customer’s shoes and think about the questions you would ask if you were in their shoes. What information would they be looking for? The good news: You probably already know these questions because you answer them every day.
6. Consider how to position your solution for the consideration phase
By this point, you have given your potential customers enough information to clearly understand their problem and know that there is a solution .
Now is the right time to bring text services them closer to a purchase decision and increase their interest in your product with targeted content for the consideration phase .
7. Define content for the consideration phase
During this phase, you can more clearly explain how your product or service could solve your customer’s problem. Potential customers are still weighing up their options .
Your goal now is to help them find the best solution – the one that offers them the greatest value.
Suitable content formats for the consideration phase are: