How to Create Content for Lifecycle Marketing
Your content is more likely drive engagement when it is targeted to a particular stage of the customer journey. By making sure each piece of content has a particular customer in mind and contains guidance on a problem they are likely facing, you can ensure that your marketing is relevant and effective. Your audience is going to be more inclined to engage with content that matches their needs at that particular moment in time.
So how do you create content to match your customer’s needs? The first thing you should do is start with each stage of the customer journey. For starter’s there are typically four stages in lifecycle marketing: awareness, consideration, decision/purchase, and retention/advocacy. From there, figure out what types of questions or help a customer needs at each stage of their journey. Here is a quick overview:
Awareness Stage: This is when customers are just becoming aware of your brand, product, or service. They're probably also starting to realize they have a need or problem that must be solved. Content for this stage should aim to educate and create awareness about your brand and the problem it solves.
Content types: Blog posts, social media posts, explainer videos, infographics, ebooks, podcasts, free resources (like tools, templates, and guides), webinars, and press releases.
Consideration Stage: At this stage, customers are evaluating different products or services to find the best one for their needs. Your goal is to show them why your product or service is the best choice.
Content types: Case studies, product comparison charts, demo videos, detailed product descriptions, FAQs, whitepapers, webinars, customer testimonials, and reviews.
Decision Stage: This is the stage where customers are ready to make a purchase. Your content should aim to make the decision process as easy as possible and reassure them that they're making the right choice.
Content types: Special offers, discounts, free trials, product demos, consultations, guarantees, return policies, customer testimonials, and final comparisons.
Retention/Advocacy Stage: After the purchase, your focus shifts to retaining these customers, ensuring they get the most out of your product or service, and turning them into advocates for your brand.
Content types: User guides, how-to videos, tutorials, exclusive content or deals for existing customers, customer appreciation events, loyalty programs, referral programs, customer surveys, newsletters, and community forums.
Once you have your content built out, the next step is deciding how to deliver each piece of content. Ideally you should take a multi-channel approach, but start small and build over time if necessary. Here are some guidelines for promotion based on stage of the customer journey:
Promoting content for each stage of lifecycle marketing requires understanding the needs of your audience at each phase and identifying the channels and methods where they are most likely to engage.
Awareness Stage: Your goal is to reach as many potential customers as possible, build brand recognition, and position your company as a thought leader.
Promotion Methods: Social media promotion (Facebook, Instagram, LinkedIn, Twitter), search engine optimization (SEO) for blogs and website content, pay-per-click (PPC) advertising, guest blogging on relevant websites, public relations and press releases, influencer marketing, podcast appearances, and content partnerships.
Consideration Stage: Here, your target audience is smaller, consisting of people who've shown interest in your brand. You're trying to demonstrate why your solution is the best option.
Promotion Methods: Email marketing (segmented and personalized), retargeting ads, advanced content promotion through LinkedIn or industry-specific forums, webinars, virtual events or workshops, and influencer collaborations that offer in-depth discussions about your product.
Decision Stage: At this point, your audience is ready to buy. Your promotion should make it easy for them to purchase and reassure them about the value they're getting.
Promotion Methods: Direct sales outreach, personalized emails, shopping cart reminders, product demo invites, remarketing campaigns that focus on the product's benefits, features, and customer testimonials, and offering trials, discounts, or exclusive deals.
Retention/Advocacy Stage: The focus here is on keeping customers engaged, satisfied, and willing to advocate for your brand.
Promotion Methods: Email marketing (newsletters, product updates), user groups or online forums, exclusive events for customers, loyalty or referral programs, social media groups, personalized re-engagement campaigns, and customer satisfaction surveys to get feedback and improve.
It’s also important to deliver your content at the appropriate time. Doing so will not only help address your audience’s needs, it will help them progress to the next stage.