Align with the customer journey
Posted: Wed Jan 22, 2025 9:10 am
Not every piece of content you produce needs to align with all members of your target audience across the sales funnel. Instead, shift your focus to create content specific to where your campaign audience is in their buying journey.
A graphic listing the stages of the marketing funnel with example goals.
For example, in the awareness stage, your goal is to italy b2b leads increase the number of people who know about your brand, services and offerings. The content you produce within this stage needs to be eye-catching, but doesn’t necessarily have to speak directly to what your brand has to offer. The focus here is to grab your audience’s attention. “Edutainment” content—social posts that entertain and educate—is perfect for this journey stage. Think infographics and how-to videos.
Share user-generated content
About 41% of consumers want to see customers and followers on brands’ social content, according to The 2024 Content Benchmarks Report.
By reposting user-generated content (UGC), you fulfill your audience’s expectations while saving your team time and creative resources. And your brand advocates are delighted to be featured by your brand and have a chance to grow their following. So, tapping into UGC is a win-win-win.
Post content formats your audience wants to engage with
Short-form video has been king for a while, and that remains true. The 2024 Content Benchmarks Report found that short-form video was the content format consumers want brands to focus on, followed by static images and influencer content.
A graphic ranking the content formats that consumers want brands to focus on in 2024. The top three are short-form video, static images and influencer content.
But remember that your audience’s preferences might differ slightly from the general population, so it’s important to factor in your most successful content types and themes using your organization’s own benchmark or historical data.
A graphic listing the stages of the marketing funnel with example goals.
For example, in the awareness stage, your goal is to italy b2b leads increase the number of people who know about your brand, services and offerings. The content you produce within this stage needs to be eye-catching, but doesn’t necessarily have to speak directly to what your brand has to offer. The focus here is to grab your audience’s attention. “Edutainment” content—social posts that entertain and educate—is perfect for this journey stage. Think infographics and how-to videos.
Share user-generated content
About 41% of consumers want to see customers and followers on brands’ social content, according to The 2024 Content Benchmarks Report.
By reposting user-generated content (UGC), you fulfill your audience’s expectations while saving your team time and creative resources. And your brand advocates are delighted to be featured by your brand and have a chance to grow their following. So, tapping into UGC is a win-win-win.
Post content formats your audience wants to engage with
Short-form video has been king for a while, and that remains true. The 2024 Content Benchmarks Report found that short-form video was the content format consumers want brands to focus on, followed by static images and influencer content.
A graphic ranking the content formats that consumers want brands to focus on in 2024. The top three are short-form video, static images and influencer content.
But remember that your audience’s preferences might differ slightly from the general population, so it’s important to factor in your most successful content types and themes using your organization’s own benchmark or historical data.