According to Hubspot, 47% of buyers engage with 3-5 pieces of content before directly engaging with a company.
What does this mean? It means that content is key to any digital marketing strategy. By having a clear approach to all aspects of your content creation, your business will be in a much stronger position when it comes to engaging and converting leads to customers. Content can be used to engage with your prospects at every step of the buying process, which can be categorised as the following:
1. The awareness stage: when a buyer identifies that they have a problem they need help solving
2. The consideration stage: when a buyer conducts research to solve the problem they are facing
3. The decision stage: when a buyer choosing the right solution for them
Here are different types of content you should be including in your digital marketing strategy in order to engage with buyers at every step of the buying process. Keyword researched blogs Blogs are an important tool when it comes to generating awareness-stage content. This audience may not be ready to buy from you yet, but when they are you will be front of mind. Understand your audience’s pain points and then conduct some keyword research to identify what terms they are searching for online. The key is to create topics and generate content around searcher intent.