Anyone in marketing knows that the key to driving conversions is understanding the customer journey. The problem is, this journey is constantly evolving. In order to keep up, you need to be able to identify the different stages of the journey and understand how your content can help move your audience from one stage to the next.
One framework that can be helpful in understanding the cognitive buying journey is AIDA: awareness, interest, desire, and action. By creating content that speaks to each of these stages, you can help guide your audience through the journey and inspire them to take action.
The first stage of the cognitive buying journey is awareness. At this stage, potential customers are becoming aware of a problem or need that they have. It’s important for your content to address this problem head-on and explain how your product or service can help solve it. For example, if you sell skincare products, your content should focus on helping people understand their skin type and what kind of products they need to use in order to achieve healthy, glowing skin.
Once potential customers are aware of a problem or need, they will start to express interest in solutions. This is where your content can really start to shine. By providing potential customers with valuable information—such as blog posts, infographics, e-books, etc.—you can help them further understand their problem and learn more about potential solutions. For example, if someone is interested in solving their acne problem, your content could provide tips on how to choose the right skincare products, how to properly wash their face, etc.
At this stage, potential customers are starting to develop a preference for a particular solution—aka your product or service. Your content should focus on showing why your product or service is the best option for them. Be sure to highlight the unique features and benefits of your offering and explain how it’s different from other options on the market.
Finally, we’ve reached the action stage! This is where potential customers are ready to make a purchase. Your content should provide a clear call-to-action (CTA) that tells people exactly what they need to do next in order to buy your product or service. For example, if you’re selling skincare products online, your CTA could be something like “Buy now” or “Add to cart.”
Content plays a critical role in every stage of the customer journey—from raising awareness of a problem or need all the way through to inspiring people to take action and make a purchase. By creating targeted content for each stage of the cognitive buying journey, you can ensure that you’re always providing value for your audience and helping them move one step closer to becoming paying customers.