Content needs to support every stage of your funnel. It helps educate your prospects and help them make decisions. Here are the metrics and content types that I believe can support the various stages of the buyer's journey (or customer journey, as the cycle really never ends).
1. Awareness
Goals: Thought leadership and engagement
Content types: Blog posts, infographics, educational videos, online ads, press releases
Metrics: Referral traffic, social shares, channel engagement, downloads
2. Investigation
Goals: Lead acquisition, lead qualification
Content types: Whitepapers, eBooks, webinar, landing pages, events
Metrics: Registrations, downloads, new leads, lead attribution
3. Comparison
Goals: Lead qualification, lead flow
Content types: Emails, case studies, video testimonials
Metrics: Opens, click-throughs, downloads, conversion attribution
4. Consideration
Goals: Equip sales team, build consensus
Content types: Brochures, fact sheets, demo videos, presentations
Metrics: Content usage, downloads, open, conversion attribution
5. Purchase
Goals: Confirm value, define next steps
Content types: Onboarding materials, presentations, emails
Metrics: Content usage, downloads, revenue attribution
6. Ownership
Goals: Onboard, ensure success
Content types: Blog posts, infographics, educational videos, online ads, press releases
Metrics: Downloads, opens, content usage, online engagement
