The Evolution of Buyer Habits: Using Content Marketing to Create a Path to Purchase

Let’s face it… technology has completely changed consumer habits. Today, more and more of the buyer's journey takes place online.

From the Internet to social media, blogs and mobile apps, consumers have the ability to find an immense amount of information about a product and its competitors, customer reviews, and so on.

Armed with this information, the consumer has now become the expert on the product.

So, how does a brand begin creating the customer’s journey that leads to the purchase of your product or service?

Content marketing: (noun)
a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services: social media of content marketing | [as modifier] an effective content marketing strategy.

Over the last couple of years, “content marketing” has put the buzz in buzzwords, and it makes sense considering the evolution of consumer behavior.

As marketers, it is our job to map out the customer’s journey and provide value at every touch point. By offering up content that engages, convinces and excites, customers become connected to your brand.

Why content marketing?

• Meaningful content elevates a brand’s credibility and legitimacy to maintain the interest of your customers, engage other audiences and gain new customers.
• Content marketing allows you to tell your brand’s story to your audience.
• Content helps to develop a connection between your product and the consumer. 

One of the largest driving forces behind consumer behavior is the ability for the buyer to make a genuine connection to a product or service, and here are a few things to keep in mind when creating your content.

15 Mind Hacks to Consider When Planning Your Content Marketing

1. Brand your content to be easily recognizable anywhere it shows up.
2. Use color that connects with the emotions you want your readers to feel when they interact with your content.
3. Use fonts that help the reader to focus on your message rather than the design.
4. Lay out your content so scanners can easily understand everything without reading it.
5. Suggest action with images.
6. Show you’re confident, and your readers will be confident in your content and products.
7. Publish positive content to gain positive readers.
8. Help your readers easily understand what they don’t know.
9. Make your content so easy to read that it’s a no-brainer to check out your stuff.
10. Write awesome headlines that inspire action.
11. Draw on emotion to make a lasting impression.
12. Build awareness with lots of touch points.
13. Use social influence to inspire engagement.
14. Confirm what your readers want to hear.
15. Be excellent by association with other familiar and established brands.

For an overview of our philosophy and approach to fundamental marketing techniques and best practices we invite you to explore the following BRIGHT+CO Playbook.