The Content Marketing Institute (CMI) developed a tool for content marketing on the buyer’s journey. The Buyer’s Journey is a framework that recognizes a buyer’s progression through a research and decision process that ultimately culminates in a purchase. Buyer’s journey The purpose of the WCC tool, which crosses this journey with content marketing, is simply to align your brand content with the needs of your audience at each stage. Jordan Phone Number List It consists of 12 steps and in addition to showing them, it indicates the actions carried out in each one; the example they used is Maggi, the condiments brand (click to enlarge). Content marketing on the buyer’s journey This trip is a tool to obtain information about the needs of your audience. Your audience decides what content they will consume, when they want to consume it and where. Your brand needs to be ready for that with the right content at the right time and in the right place. Example of content marketing on the buyer’s journey. Maggi case. The diagram shows the step by step of how a brand like Maggi could do content marketing on the buyer’s journey. Maggi produces condiments, sauces and instant noodles in a highly competitive segment, since there is content, from television channels dedicated to the subject to websites, as well as countless bloggers and vloggers. The WCC selected Maggi because she has already incorporated some of these steps with her audience. The brand focuses on content that “helps”; For example, he created a digital food app to plan your week, it comes with a to-do list, a pantry summary, and a bingo card for purchases. Its content mission is simple: help-related information, including planning, cooking, and eating.
How to lead a healthier life Let’s take a look at the 12 steps of content marketing on the buyer’s journey: Describe the ordinary world of your audience Adapt your brand to the thinking of your audience. Get into the mindset of your audience. Describe the problem from your user’s perspective. In this way, you can identify what type of content will help your audience on their journey and fit the story of your brand. This is the most difficult step. Right now, they don’t need you yet (or don’t know they need you), so you have to work hard to convince them. Audience thought: I have a busy family life. I want to create tasty and nutritious meals fast and easy. Brand Response: Create content that focuses on how to prepare healthy meals in a short time. It is essential to obtain information about what makes your audience search for content related to your business. You might consider presenting them with research that says that children are not eating healthy enough, which is a fundamental issue in the lives of moms. This is a clear example of how, by identifying triggers, (this can be through qualitative and / or keyword research), you can create a list of relevant and useful content topics for your audience. Audience thinking: I saw a report on how children’s success in school is linked to their eating habits.
I have to find the time to make sure my children eat better. Brand response: Create an interactive meal planner for the public to use to plan meals for the week. Plan your weekly menus content marketing on the buyer’s journey Menu planner content marketing step on the buyer’s journey Another way to get information about your audience is to identify resistance. What is preventing them from taking the action you want them to take? Jordan Phone List Why are people not meeting their information needs with the content you offer? To discover the resistance factors, you have to analyze when they stop reading, what topics or titles do not engage them enough for them to click, etc.) You can also ask the audience in person or using an online survey. Once you have identified the resistance points, focus your content and formats to solve this problem. Audience thought: I don’t think packaged food seasonings are wholesome. Brand Response: Collaborate with an influential expert, perhaps a chef seen on TV, to cook with the packaged meal helpers and explain the benefits of these low-salt, low-sugar versions of these products.
