According to HubSpot, potential clients go through three major phases before making a final purchase. Each phase of the buyer's journey speaks to the different thought processes of the potential buyer.
This means that the content you produce on your website, blog, etc. needs to provide value to your potential customer in each phase of their buying journey.
The three phases of the buyer's journey are awareness, consideration, and decision.
In the awareness phase, the potential buyer realizes they have a problem.
However, they may not have a name for it just yet.
The potential buyer will begin researching topics around their questions in hopes of finding solutions.
They are looking for content that speaks directly to their pain points.
This is an opportunity for your company to write content that shows empathy.
Write content that speaks to their pain points while showing your authority in that field.
If you own a broom company, you want to write about problems that brooms solve.
For example, you could write, "10 ways to keep your kitchen floors cleaner than ever".