Awareness Stage
Blog posts.
Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
Info graphics.
Very shareable, meaning they increase your chances of being found via social media when others share your content. Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.
Consideration Stage
E books. Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
Research reports.
Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked-up by the media or industry press.
Webinars. As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.
Decision Stage
Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
Testimonials. If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B 2 C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
