Formulate Your Content Strategy, Then Create The Content
After mapping out the journey, you’ll need to determine what content will exist throughout this journey to educate your buyer. Start with your customer pain points. They have problems that you help them solve. What are they, and why do they exist?
It’s rarely helpful to start with products and services without first addressing their problems. Take a doctor, for instance: they never advertise or approach people inquiring about whether or not they would like knee surgery.
- They start with the pain point: someone is having trouble walking because of knee pain
- Next, the doctor will seek to discover why that pain exists, and educate the patient about the problem. You can do the same by helping your buyers understand why they haven’t been able to accomplish their goals.
- Finally, the doctor will suggest the appropriate surgery to repair the damaged knee, just like you will be able to pitch your products once the buyer understands how your product solves their problems.
Once you understand what buyers need to hear at various points along their journey, you need to determine how this content will take shape. Is this native content for your website? Is this a blog post? Is it email correspondence? Is it a social media post? Should some of this content be video vs. written?