Learn the most common stages present in a content focused buying process and why it is important to vary the content you are serving to customers at each stage.
- It's wrong to think that a person will read your content…and then immediately go and make a purchase.…In reality, a customer goes through a lengthy…multi-stage buying process,…and has multiple interactions with content…before taking action.…The buying process is best defined as the…overall path a person takes as they…build familiarity and trust with your organization…through content, ideally leading to a…conversion at the end.…Each path a person takes consists of three…overall stages with different touch points,…represented by the content they're interacting with.…
The content and how it is presented…should be chosen based on a person's…connection with your brand at that particular…stage in the buying process.…In the awareness stage, the customer…probably doesn't know who your company is.…They're looking for answers, research, data,…and original expertise to solve a problem they're facing.…They'll likely have their first interaction…with your content by finding it on search…or social media.…This first stage typically involves providing…
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.
Skill Level Intermediate
1. Why Measure
Challenges to address3m 24s
2. Create a Campaign
3. Choose Content Format and Channel
4. Pair Metrics
5. Set Up a Reporting System
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