Content Chaos: Are You Aiming in the Dark?
Your audience isn’t a monolith.
They go through different stages of awareness about their problems and your solutions.
Content that misses the mark by not taking into account the stages of awareness.
The Awareness Stages: Meeting Them Where They Are
The awareness stages are your roadmap to content success.
Craft targeted content that educates, engages, and positions you as the experience guide.🗺️
Unaware Stage
The Problem They Don’t Know They Have
Many potential customers don’t even realize they have a problem.
Content that exposes hidden issues and their impact sparks a “lightbulb moment.”💡
Also, learning of what aspects of their personal lives or career can highlight consequences.
Content here looks like
- Social Media Posts
- Viral videos
- Poll about a problem
Aware Stage
Acknowledging the Problem
Now they know they have a problem, but they need solutions.
By creating content that can get them quick wins for the problem they have, they will start to trust you.
Still, the problem is not small enough to be resolved by quick wins alone. They need more help dealing with this urgent problem.
Content here looks like
- How to Videos
- Deep explanation of problem
- Quick solutions to mitigate problem
Solution Aware Stage
Seeking Answers
They’re actively researching solutions.
They are trying different quick fix solutions and are beginning to consider buying solutions.
Present your solution in the content as the missing piece to their puzzle.🧩
Content here looks like
- Comparing solutions
- Best practices with solutions
- Webinar or workshop
Brand Aware Stage
Standing Out From the Crowd: Why They Should Choose You
They have decided on a specific solution and are now willing to buy.
Still there are but different brands that offer the same solution as you do.
In this stage, you should highlight your unique selling angle that differentiates you from the competition.
Content here looks like
- Case Studies
- Testimonials clients
- Brand unique features or demo
The Power of Awareness Stage Content
Content that can help them in the conversion stage.
Targeted content for each awareness stage builds relationships, positions you as an expert, and ultimately drives sales.
You will have an easier time selling your product because the prospect has been well-informed before they get to a product transaction page or sales call.
Main Takeaways
- The client could jump from stages based on their own knowledge
- To create content for every stage of the awareness journey of the client
- Have a good understanding of what the client needs to know in every stage that influences the conversion
- Have ready or automated processes that interact with the client in every stage
