22 Types of Content To Create To Engage Audiences

In today’s digital world, creating high-quality and engaging content is crucial to your business to reach and connect with your target audience. Whether you’re looking to increase brand awareness, nurture leads, or retain existing customers, there are various types of content that can help you achieve your goals.

In this blog post, we look at 22 types of content to create at each stage of the customer journey. 

The Marketing Funnel

Each of the stages of the customer journey are traditonally represented by the marketing funnel as shown below:

Image courtesy of  WordStream

Awareness Stage

In content marketing the awareness stage refers to the initial phase of a customer's journey where they first encounter your brand or product. At this stage they are usually not yet fully aware of their problem or potential solutions, and the primary goal is to educate them about the issue/problem and introduce your brand as a potential solution. This helps build brand recognition and trust through informative content. Content for the awarness stage can include:

Blog posts:

Well-written and informative blog posts can help you establish your brand as a thought leader in your industry. Create content consistently that addresses common pain points, offers valuable insights or solutions and engages your target audience. Here at WORD EMPIRE^® we love our blogs.

Infographics:

Visual content like infographics when done well can convey complex information in a highly visual appealing and easy-to-digest format. Use infographics to present statistics, data, or step-by-step processes relevant to your audience’s interests.

Podcasts:

Podcasts have gained huge popularity in recent years and continue to grow in popularity. Hosting a podcast allows you to share your expertise, interview industry experts, and provide valuable insights to your target audience. Don't forget you can also be a guest on podcasts if you don't want to host your own podcast.

Ebooks:

Long-form content like ebooks allows you to delve deeper into a subject and provide comprehensive knowledge to your audience. Ebooks can be incorporated with  a lead capture form, which enables you to collect valuable contact information.

Checklists:

Checklists give you a step-by-step repeatable process on a given topic and in recent times have skyrocketed in popularity. Don't forget to download WORD EMPIRE's checklist on building a business empire in this digital age. 

White papers:

White papers are industry reports or guides that dive into a specific problem/issue or industry trend. They are usually longer and more detailed than blog posts or ebooks, providing in-depth analysis and insights to your audience.

Consideration Stage

In content marketing the consideration stage refers to the phase in the buyer's journey where your potential customers are researching and comparing different solutions to their problem/s. At this stage they are analysing various options to decide which product or service best fits their needs, and so are looking for detailed information to make an informed decision, often comparing your offering to others. Content for the consideration stage can include:

Case studies:

Case studies showcase how your product or service has benefited existing customers. You are essentially showing them the before and after providing real-life examples and demonstrating the value you offer. 

Demo videos:

Create videos that showcase the features, benefits, and overall functionality of your service or product. Demo videos allow your audience to see your offering in action, helping them understand how it can meet their needs. Check out some Nike demo videos on YouTube.

Quizzes:

Quizzes like this one on How Effective Is Your Website? are a highly interactive and engaging type of content piece that allow your audience to test their knowledge, personality traits, or preferences. They can be entertaining whilst providing valuable insights into your audience’s interests and preferences.

Product & Service webinars:

Webinars are live or recorded online presentations that educate your audience about your product, service or even overall industry. They enable real-time interaction, question-and-answer sessions, and help build trust with your audience.

White papers:

As mentioned earlier, white papers can also be valuable at the consideration stage. They allow you to dive deeper into industry trends, research findings, or solutions to specific problems which help showcase your expertise and thought leadership.

Decision Stage

In content marketing, the decision stage refers to the final phase of the buyer's journey where a potential customer/client is now ready to make a purchase decision. They are comparing products or services to choose the one that best meets their needs. Content at this stage should focus on purely persuading them to select you over the compeition. Content for the decision stage can include:

Free trials:

Offering free trials of both products or services eg: one month FREE social media management will allow potential customers to experience your product or service firsthand without risk. It  helps build trust and confidence in your offering.

Live demos:

Similar to demo videos, live demos give your potential customers the opportunity to see your product or service in action. Live demos enable immediate interaction, allowing you to address specific questions or concerns.

Consultations:

Providing one-on-one consultations or personalizsed advice to prospects who are considering your product or service. This tailored approach demonstrates your commitment to helping them find the best solution for their needs. Book your FREE 20- minute consultation (roadmap call) with WORD EMPIRE® today.

Coupons & Gift Cards:

Offering incentives like discounts, coupons and even gift cards can inspire potential customers to buy from you. Coupons and sometimes even gift cards can create a sense of urgency (FOMO) which is a well-known marketing tactic to get people to buy.

Testimonials:

Showcasing testimonials from happy and satisfied customers to build trust and credibility. Testimonials provide social proof and so help potential customers feel more confident about choosing your product or service.

Comparison sheets:

Create detailed comparison sheets even as a PDF or in Canva that highlight the features, pricing, and benefits of your product or service compared to your competitors. These can further assist potential customers in making an informed decision.

Retention Stage

In content marketing, the retention stage refers to the phase where a business focuses on keeping existing customers engaged and coming back for more repeat business through providing valuable and relevant content. This is all about building long-term loyalty and encouraging repeat purchases. Content for the retention stage can include:

Ongoing support:

Providing ongoing support is crucial for retaining existing customers. Offer various channels for customer support, such as live chat, email, or phone. Usually a combination of all three is best. But please ensure prompt and helpful answers to their queries.

Online chat:

Implementing a high-quality online chat feature on your website will enable customers to receive immediate assistance. It will help improve customer satisfaction and allows you to address concerns or questions in real-time.

Discounts:

Continuing to offer exclusive discounts and even coupons to existing customers can encourage repeat purchases and build loyalty. It helps them feel special and acknowledged which then helps them be engaged more with your brand. 

Loyalty rewards:

Implementing a type of loyalty program that offers rewards, points, or special perks to customers based on their continued engagement and purchases. This encourages repeat business and further strengthens the relationship with your audience.

Email follow-ups:

Engage with your existing customers through email follow-ups. Don't spam them daily. This is an instant turn-off and will repeal not attract them. Keep your emails to once to twice a month. Share valuable content, product updates, and exclusive offers to keep them informed and connected with your brand. Have you signed up to WORD EMPIRE's monthly newsletter yet?

In conclusion, creating content at each stage of the customer journey is essential for reaching your target audience effectively. For help with your content Book a Time to Speak with WORD EMPIRE , the content experts.