Types of Content to Use at Each Stage of the Buyer Journey Virtually all of your content will need to focus on educating your buyers in some way, either about a problem they face, possible solutions to that problem, or why your solution is the best option. Consequently, not all of your content should be about your com- pany or your solution. You also need to produce thought leadership about the issues your buyers are facing within your industry. At this stage... Your goal is to... So try to... Unaware Raise awareness Educate your target audience about the problem they are facing and that there is a better way of doing things. Try using shorter pieces of content that can quickly and easily be digested and that are as enter- Aware Demonstrate the taining as they are educational. value of solving the Some types of content to consider include: problem » Blog posts » Infographics » Viral videos » Articles » Industry data » Podcasts As you move into the aware stage, these types of content also work; however, your goal becomes demonstrating the value of solving the problem by educating your target audience about the existing solutions. At both of these stages of the buying process, your content shouldn’t be about your company or your products and services. Instead, focus on the problem your target buyer faces and the fact that there are solu- tions. This is your opportunity to become an industry thought leader. It Takes a Content Factory! | 64