Different types of content are required to answer the questions and meet many needs. When developing topic ideas from the subject areas identified in the research, it is important to understand that in the different customer journey phases on the user side, different interests/needs and different proximity to the product are required in the content.
Once the subject areas and topic complexes have kuwait phone number data been defined, the concrete development of content ideas begins.
Content & Interests in the Customer Journey (© Olaf Kopp)
In the first two phases, pre-awareness and awareness, “around-the-user content” makes sense. This is content that does not deal with the offer or product, but with the user’s issues beyond that.
From the consideration phase onwards, the user's interest in solutions and products increases. In the consideration phase, the user is often still undecided as to which solution is best for him. This is where he needs to get an objective overview of possible solutions.
In the preference phase, he is already one step further. He has focused on one or more solutions and created a relevant set of potential providers for the solution(s).
In the purchase phase, he has decided on a provider and wants to reach a conclusion quickly and easily.
In the after-sales phase, the customer has his first positive and negative experiences with the product and may need support with commissioning, optimal use or returns.
In the loyalty phase, the game starts again from the beginning and the customer may want further information on topics and offers.