How to Create Cornerstone Content for Every Stage of the Buyer’s Journey

By on April 22, 2020


Source: Pexels

To convince people to do business with you, you need to provide them with sufficient information that is easily accessible.

At different stages of their journey, potential customers will need different information and you’ll need to create a lot of content.

Cornerstone content pages are effective for aggregating that information. To create content that appeals to customers at various stages, you need to know what cornerstone content is, what content is suitable for which stage, and what keywords to use at each level 안드로이드 스튜디오 3.0.1.

What Is Cornerstone Content?

Cornerstone content (or a hub page) is a collection or directory of the most important content on your site. Your cornerstone content page will contain links directing the audience to different cornerstone content pieces.

Cornerstone content can be in-depth articles, ebooks, a library, video, audio recording, or a series of podcasts. What matters is the relevancy of your content and its strategic benefits for your readers and potential customers.

A cornerstone content page is comprehensive, so it helps build authority and trust 승부사. When your audience can answer all their questions through your site, they are much more likely to do business with you.

Pro tips:

  • link back to this page when guest posting on other blogs. High-quality backlinks will make your cornerstone content page’s authority skyrocket, helping you with SEO.
  • structure cornerstone content around specific topics so readers can easily navigate around different cornerstone content pages and get a better feel for what your brand is all about 유튜브 동영상 음악.
  • put a suitable call-to-action at the bottom of your hub page. Ask your audience to reach out to you with any inquiries or encourage them to subscribe to your mailing list.
  • The investment you make into creating hub pages will keep on paying off in the future, so include relevant and evergreen content.

Cornerstone Content For The Buyer’s Journey

When people talk about the buyer’s journey, they refer to a sales funnel Assassin's Creed 3. A buyer’s journey consists of three phases: awareness, consideration, and decision. Each phase comes with its unique behaviors.

Your objectives should be different at each stage, so you need to tailor your content to your audience’s current needs.

The cornerstone content of each stage will differ according to the following factors:

  1. the type of content you put on your page
  2. the keywords you aim for

The keywords you should focus on for your cornerstone content will differ according to your industry, your target audience, and the stage at which your lead is at.

Let’s look at what type of content and what keywords work best at each stage.

#1 Awareness Phase

The awareness phase (Top of The Funnel or TOFU) is when potential customers are facing a problem and are looking for potential solutions computer tekken.

At this stage, you want to educate the customer and offer helpful content. If the lead finds your content useful, it might prompt them to move to the next phase of the funnel.


Source: Pexels

Fill your cornerstone content page with informative blog posts, educational videos, and colorful infographics. This content should not be overly promotional, as this may be off-putting at this early stage.

The top of the funnel will be your widest audience but also your least qualified 체리보드. Leads at this stage aren’t aware that you exist, and their only concern is to resolve their issues.

Aim for keywords that your customers are most likely to use when looking for ways to solve their problems. These keywords include:

  • How to
  • When is
  • What is
  • Best way to
  • Troubleshoot

#2 Consideration Phase

The consideration phase (Middle of The Funnel or MOFU) is when a potential customer has realized that your product or service could solve their problems and are researching whether or not you are their best option.

They should have enough information to make an informed decision, and they are trying to figure out which brand to go with Download the movie Haeundae.

You can be a little more promotional here because your leads are better informed than those above them in the funnel and are considering all their options now.

This is where you need to build trust with your audience and a strong relationship that will make retention easier later on.

Try filling your cornerstone content page with comparison videos and blog posts that show why your product or service is a better fit than that of the competition 갱스터 리오 성자의 도시 다운로드.

Stay authentic and refrain from overpromising and making false assertions. Otherwise, you risk losing your customers once they try the product and realize it doesn’t deliver on the hype you’ve built around it.

At this stage, you want to aim for keywords that would apply to someone sifting the internet for different ideas. Consider the following keywords:

  • Product
  • Service
  • Companies
  • Solution
  • Provider
  • Comparison
  • Versus
  • Supplier

#3 Decision Phase

At the decision phase (Bottom of the Funnel or BOFU), your customer has already decided to buy; it is just a matter of who they will buy from. Your job here is to minimize the amount of friction when it comes to choosing your brand.

Leads at this stage are the most qualified leads, and you are likely to experience the highest conversion rate here avr studio 5.1 다운로드.

It comes down to finding the right nudge that will compel the desired action from the lead. It can be in the form of a call-to-action, a freemium strategy, or a free trial period.

Talk about the benefits of your product while also addressing concerns the customers might have. You can recount use cases, exhibit case studies, and publish white papers.

Take advantage of social proof. Link to peer reviews, testimonials, and reports of how your product helped other customers all-in-one parting. This can go a long way towards helping you close the sale. Supplement it with phenomenal user experience and outstanding customer support.

Most of the relevant keywords at this stage will revolve around your product or service. These are some of them:

  • Benefits
  • Pros and Cons
  • Reviews
  • Features

Add a few action keywords, which will target those who know they want to do business with you but are trying to find out how. Some of these keywords are:

  • Buy
  • Purchase
  • Deals
  • Offer
  • Subscribe

Final Thoughts

Different companies have different funnels based on their business model and industry. Some companies invest more in educating customers at the awareness stage, while others spend more time building relationships with leads lingering at the consideration stage.

Also, different businesses will have different needs from their content. Some businesses, like SaaS companies that depend on SEO to maximize their revenues, will rely more on content to reach out to their customers as opposed to other businesses, like media service providers that work through subscriptions.

Lastly, true conversion happens in the mind of your lead. If they aren’t motivated to make the purchase, then there is nothing you can do to convince them otherwise.

But, if they are looking to buy, then you have to offer them a compelling value proposition, give them a strong incentive to take action, reduce any friction during the sales process, and address any anxieties they might have.

About Eric Gordon

Eric Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenue. You can find Eric on Twitter.
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