Converting customer from a prospect to an actual buyer is a multistep process. Today’s trends are such that customers expect interaction through each step of this process and focusing on final conversion is no longer sufficient. Content marketers, therefore, need to create content appropriate for every stage of this journey. This content has to be engaging and intriguing enough to push the prospective customer towards the next stage and there is no single stage that is more important than others.
- Content needs to be part of an overall comprehensive strategy focusing on the entire customer journey.
- A customer needs to be hit with content at every stage of the journey.
- This podcast discusses the marketing hourglass and how to create a content road map.
“As discussed in part one of this three-part series, I’ve developed the Marketing Hourglass which consists of seven stages: Know, Like, Trust, Try, Buy, Repeat, and Refer.”