How to Choose the Right Content Types for Every Stage of Your Customer Journey Content Strategy
The Marketing Funnel: A Quick Refresher
- Awareness: When potential customers first discover your brand
- Consideration: When they're actively researching solutions
- Decision: When they're ready to make a purchase
Top of Funnel: Casting a Wide Net with Awareness Content
- Podcasts (85% effectiveness)
- Blogs (80% effectiveness)
- Infographics (80% effectiveness)
Why This Matters for Your Business: These formats work well for awareness because they’re easily digestible and shareable. If you’re a small business looking to increase brand visibility, these content types give you the most bang for your buck at the awareness stage.
Quick Tip: Start with a blog if you’re resource-constrained. It’s typically the most cost-effective to produce and can serve as source material for both podcasts and infographics later.
Middle of Funnel: Nurturing Interest During Consideration
- Short videos (75% awareness, 20% consideration)
- Images (70% awareness, 25% consideration)
- Long-form videos (50% awareness, 30% consideration)
Making It Work for You: This is where you begin educating your audience about solutions. For small businesses, short videos and images can be particularly effective as they don’t require the same resource investment as long-form videos but still drive engagement.
Pro Tip: Use your smartphone to create short, authentic videos explaining your products or services. Today’s audiences often prefer genuine content over high-production value.
Bottom of Funnel: Converting Interest into Action
- Case studies (50% decision stage effectiveness)
- Webinars (30% decision stage effectiveness)
- White papers (35% decision stage effectiveness)
Strategic Implementation: For small businesses, case studies should be your priority at this stage. They’re relatively straightforward to create—simply document your success stories with existing clients. They also show the highest effectiveness for driving decisions.
Building Your Customer Journey Content Strategy: A Practical Approach
Braveheart Digital Marketing is an award-winning marketing agency based in Manchester NH. We specialize in SEO, PPC and Social Media.
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