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What type of digital content should you make?

What type of digital content should you make? | The type of content you make depends on the needs of the audience at different stages of the buyer's journey. You have to start from creating a customer person, or in another sense your target audience profile. (use this free template, or try (makemypersona.com) to find out what are the Goals / Challenges and Challenges facing your target audience. The purpose of your online content should be to help fulfill their goals / desires, and overcome their challenges.

Then, you also need to think about when your target audience is ready to receive the content you make related to their stages in their customer journey. This is usually referred to as content mapping.

With content mapping, the goal is to target content according to:
  • Characteristics of someone who will consume it (that's where the customer person comes)
  • How close is the person to make a purchase (their position in the customer journey).
The following are 3 types of Market and Assets that can be used at each stage of their buyer's journey:
Content Types

Awareness Stage (Cold Market)

In short, Cold markets are people who don't know the offer you offer. You can collect cold markets through assets:
  1. Blog post. - Good for increasing organic traffic when paired with strong SEO and key strategies.
  2. Infographics. - Because it's very easy to share, infographics works to increase your chances through social media when other people share your content. (Insert sample infographic image).
Short video.
Again, this is very easy to share and can help your brand / brand be found by new audiences by uploading it on platforms like YouTube.

Warmer Market

Audiences who don't know you yet, know the people who are related to you. You can attract this warmer market through endorsement of you from the people they know.

Stage of Consideration (Warm Market)

Warm Market is an audience that already knows you (has already entered your e-mail list, subscriber) but hasn't bought your offer / offer.

You can collect warm markets through assets:
  1. Ebooks Very good for generating prospects because they are generally more comprehensive than blog posts or infographics, which means someone is more likely to exchange their contact information to receive it.
  2. Research report. This is a high-value, data-content section that is good for generating prospects. New research reports and data for your industry can also work for the Awareness stage, because it is often taken by the media or the industry press.
  3. Webinars. Because they are a more detailed and interactive form of video content, webinars are an effective format for content consideration because they offer more comprehensive content than short blog posts or videos.

Hot Market Stage

Hot Market is an audience that already knows you and has bought your offer / offer. You can collect hot markets through assets:
  1. Case study. - Having detailed case studies on your website can be a form of content that is effective for audiences in the warm-up phase who are ready to make purchasing decisions, because this helps influence their decisions positively.
  2. Testimonials. - If case studies are not suitable for your business, having a brief testimonial around your website is a good alternative. For B2C brands, think about testimonials a little more loosely. For example, if you sell fashion clothing, testimonials can be photos of how other people arrange clothes or dresses that they buy from you with your branded hashtag (hashtag).

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