Creating a Content Strategy – How To Drive Content Conversions

  In Content Marketing, Inbound Marketing

Content Strategy For More Customers

This blog post is part of a 2-part series, The Buyer’s Journey. Click here to check out part 1, The Sales Funnel – Understanding the Buyer’s Journey.

After mapping out the buyer’s journey, the next step in the content marketing process is to create a content strategy for each stage in the journey.

There are two things you need to know about this:

  • What keywords best represent different stages in the journey?
  • What content-type works best for each stage?

We’ll answer both these questions below.

Mapping the Buyer’s Journey by Keywords

84% of buyers research online before making a purchase decision. Among B2B buyers, this number is as high as 94%.

Since your customers are looking for solutions on search engines, it’s crucial to understand what keywords they use in different stages of the buyer’s journey. Knowing this will help you map out the journey better and create highly targeted content.

The right way to do this is to get a list of keywords for your niche, then segregate them into different buyer’s journey stages. As a quick refresh, the three stages of the buyers journey include:

  1. Awareness: In this stage, the buyer first becomes aware of the a problem and starts the process of understanding it.
  2. Consideration: In the consideration stage, the buyer starts evaluating different solutions and gains an in-depth understanding of the problem.
  3. Decision: In the final decision stage, the buyer decides what to buy from a shortlist of solutions.

Now that we’re on the same page,  let’s discuss ways to incorporate the right keywords into each stage:

mike@marccx.com
Michael Peggs is the founder of Marccx Media, a digital marketing agency specializing in Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships in the United States and Asia. He is also a contributor to The Huffington Post, FastCompany and Business Insider as well as and podcaster, hosting the iTunes Top 10 New & Noteworthy Podcast You University.
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