Content Marketing Blog

Are you targeting consumers during each stage of the customer journey?

The marketing industry has changed dramatically over the past few years – with the focus moving from traditional marketing methods that simply broadcast products to consumers, to brands that connect with consumers on a personal level.

Like many things, this switch was largely brought on by the internet, which has given consumers freedom to research information about products and brands for themselves. This has led to a rise in content marketing, which has become effective at communicating with consumers.

Producing content in itself is not going to get you far, though. According to the Content Marketing Institute, 93 per cent of Australian marketers are producing content.  This means marketers need to be a lot savvier in their approach if they want to reach consumers.

Conductor’s Director of Research, Nathan Safran, recently interviewed 187 B2B, B2C and agency marketers, and released the results in a study entitled ‘the buyers journey’, that can be found on MarketingLand.

In the study, Safran asked participants about their attitudes towards creating content specifically for each  stage of the path to purchase.

The study found this is something on the marketer’s mind, with 87 per cent of marketers saying they are on their way to producing content specifically targeted towards the buyer’s position in the purchase funnel.

There is also an increased interest in measuring the impact of content, with 92 per cent of interviewees believing it’s important to measure the success of each stage of ‘the buyers journey’.

Safran came up with his own model for ‘the buyers journey’ – first the consumer develops a want or need for a product and seeks a fulfill this desire.

Secondly the buyer gathers information about the product in order to make an informed decision, then they start exploring the different options to purchase the product.

The final stage, of course, is where the consumers goes ahead with the purchase.

This model isn’t anything new. Google has their own model with a similar structure.

 

Google path to purchase

The point Safran is trying to make is that now marketers need to meet consumers at each stage of their journey.

For instance, a blog or post on social media could be great for capturing their attention, but a case study is a much better option for a consumer looking for more information.

Posted by Dylan Brown

8 Content Marketing Fails
Click for free download