These days, it’s relationships that define and sustain a brand. Countless research studies have proven that businesses who connect with their customers on a more personal level are much more successful than competitors that don’t. And one of the most effective ways to make those connections at scale is through content. That being said, not everyone is in the same point in their journey. Here are some ideas to help you meet your prospects and customers where they are at each stage of the funnel.

Stage 1: Awareness

The initial stage of the sales funnel is the point at which prospects are first learning about your brand. They know they have a problem or need and they’re in the process of figuring out the best solution to meet that need or concern. A few ways to introduce your brand into the mix include:

  • Blog posts
  • Social media publishing
  • Guest articles
  • Infographics

Remember, when creating content for this stage of the buyer journey, it’s not about a heavy sale. It’s about throwing your hat into the ring. Focus on content that answers your prospects’ most pressing questions, educates them on something relevant and helps them address their concerns on a high level. Think of the awareness stage as sort of a meet and greet – an opportunity to gain trust and start building a relationship.

Stage 2: Consideration

The next step in the process is the consideration stage. At this point, your prospects are aware that your business, product or service exists. Now, they’re beginning to ponder whether or not what you’ve got to offer is worth investing in. Your goal during this stage is to delve deeper and demonstrate why your brand is the one they should ultimately choose. You can do this through a number of different content mediums, including:

  • Dynamic product descriptions
  • Case studies
  • White papers
  • Demos or tutorial videos

Stage 3: Conversion

Now that you’ve got the attention of your prospects and have effectively positioned your product or service front and center as their ideal solution, the next stage is to convince them to buy. There are lots of ways you can sway someone who is on the fence and get them to pull the trigger. Here are a few ideas to get you started:

  • Customer testimonials
  • Influencer reviews
  • Product/Service comparisons

Remember – the goal here is to give the prospect a gentle but firm nudge toward conversion. Think of what it would take to get them onboard and then focus your efforts in those areas.

Stage 4: Loyalty

The last, but often neglected stage of the sales funnel is that of loyalty. This is important, because we already know that it costs far more to acquire a new customer than it does to keep an existing one. Once you’ve successfully won over a lead, your content strategy shouldn’t stop there. To the contrary, you should dedicate a good deal of your effort toward keeping them loyal and engaged. Here are a few ways to do this:

  • FAQs
  • Special offers
  • Referral programs
  • Customer showcases
  • User-generated content

Today’s consumers are looking for more from the companies they choose to do business with. By providing a variety of ways to connect and engage with your brand at every stage of the journey, you’ll end up with a group of loyal customers who will stick with your business for the long haul.