Developing Content That Supports Customer Decision Making

Got a leaky funnel? Patch it up with a customer insight-led content engine. You can cover every stage of your purchase funnel with content that speaks to the questions and concerns your customers are experiencing. 🔬 Research phase: Use jobs to be done content to address search intent related to *and surrounding* your product. Think outside the box and consider the problems your product might help solve, even indirectly. ⚖ Comparison phase: Acknowledge your competitors' strengths and weaknesses and focus on differentiation. Maybe a competitor's product is better for certain scenarios — that's okay! Your content should address *your* ideal customer. 💸 Conversion phase: Smooth the path to purchase and retention by proactively answering FAQs. Don't leave the troubleshooting up to your customer team; remove barriers to product usage up front with easily accessible and detailed help guides. Strapped for content ideas? Set a meeting with your customer and sales teams. Learn about the leaks in your funnel and how you can patch them with a thoughtful content strategy.

"But James, how do I create audience-first content?" "Content that converts?" Here's how you do it 👇 P.S. Just joining my B2B mini series? Quick recap for you ❌ The Problem:  Product-first content that pushes features, not solutions. ✅ The Solution: Audience-first content that builds trust and demonstrates value. 📌 Here's your 5-step playbook: 1. Know Your Audience → Create detailed buyer personas → Understand their challenges and goals Make these feel REALLY real folks. Not some corporate "John Smith" personas. Map out their social and emotional goals / values. What content do they watch? Why do they like it? You need to be part-time psychologists here. Study the WHY behind what they like. Study the channels they watch. Study their habit loops. 2. Map the Buyer's Journey → Awareness: They realize they have a problem → Consideration: They're exploring solutions → Decision: They're ready to buy A great way to start? Find your friends. Whoever is CLOSE to your real personas. Get them to break down their last 3 purchases. Your goal here = reverse engineer the WHY behind how they buy. It's a powerful exercise that helps way more than whiteboarding. 3. Create Value-First Content → Awareness: Educational blog posts, infographics → Consideration: Case studies, comparison guides → Decision: Product demos, free trials Newsflash, most "awareness" B2B content is booooring. It's AI content churned out for blog posts. Don't be that brand. Invest in your media. Your media engine grows your followers. Followers you can then nurture into CUSTOMERS. 4. Showcase Your Expertise → Share insights from your team → Highlight customer success stories Your content is how you build trust at scale. Build there fav corner of the internet. Not just commodity content for SEO. Create for VALUE and ENJOYMENT. Not for Google rankings. 5. Nurture, Don't Push → Use email sequences to provide ongoing value → Invite engagement and feedback It's called SOCIAL media. Don't be anti-social. Talk WITH your audience. Not AT them. Your content should answer "What's in it for me?" If it doesn't? It's probably about you. Not about them ✌️

I've analyzed countless B2B buyer journeys. There's a clear pattern in how decision makers consume content before buying. Most follow this progression: 1- Define the problem 2- Research solutions 3- Compare vendors 4- Calculate ROI (not always) 6- Plan implementation Then they buy. Which means your content needs to match their current buyer journey stage and guide them to the next stage. Focus on helping them articulate their challenges before pitching solutions. With the pace of technology disruption, their challenges are constantly changing. And that's why consistently publishing content is your best bet to build brand leadership. Here are a few topics you can write about: ↳ How AI is disrupting your industry ↳ What will be different in 2025 ↳ Trends they shouldn't miss ↳ Threats to their business ↳ Customer stories P.S. What content gaps exist in your current buyer journey? *** ♻️ Like this? Please repost. ➡️ Follow me for daily coaching.