how to select the best content format
TRANSCRIPT
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How To Select The Best
Content Format
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Choosing A Format
Finding out an idea for your
content is hard, but deciding
which format you should choose
to maximize the effects of the
idea is even harder
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Choosing A Format
Each customer is different in
their way of receiving information
impossible to please everyone
by following their way of taking
in information
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Choosing A Format
Deciding a format based on
the position of the content in
the customer’s buying journey
can help you to pick the best
format for your content
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The Buying Journey
Awareness
Stage
Consideration
Stage
Decision
Stage
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Awareness Stage
The potential customer has
only started experiencing &
finding out some expressions
or symptoms of their problems
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Awareness Stage
It is best to provide only
educational content to
help potential customers
educate themselves about
the underlying issue or
root problems at this stage
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Awareness Stage
Analyst reports
Research reports
eBooks
Editorial content
Expert content
Other educational content
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Consideration Stage
The potential customer has
now clearly defined and
has probably given a name
to their problem
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Consideration Stage
It is appropriate to provide
educational content to help
them learn more about the
solution to their problem or
issue at this stage
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Consideration Stage
Expert Guides
Live Interactions
Webcast
Podcast
Video
Comparison whitepapers
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Decision Stage
The potential customer
has now decided on their
solution strategy, method,
or approach, and is ready
to make a purchase for
their problem
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Decision Stage
At this stage, you should
start to show them why you
are the best of the best at
solving their problem
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Decision Stage
Vendor comparison
Product comparison
Case Studies
Trial Download
Product Literature
Live demo
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Want more tips about
content creation?
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