Every communication campaign that a company develops and executes should be based on insightful, actionable, and relevant content for the target audience.

If the target audience has something interesting or valuable to talk about, a business can grow and increase its customer base.

That’s because through content companies are able to connect with their current and potential consumers, learn more about them, and give them something of value so that they’ll keep coming back.

Aside from creating valuable content, companies also have to take into account the different stages of the buying journey that consumers are going through when they’re deciding to make a purchase.

Companies should create content for each stage of that journey.  

Content Types 

According to marketers, there are five different types of content that companies can utilize in their communication campaigns to drive action with their consumers.

There’s written content, which is also the most common type of content and includes white papers, articles, blog posts, press releases, case studies, and eBooks.

Then there’s visual content such as photos, graphics, gifs, illustrations, and infographics. There’s video content, which can be short or long-form, or in the form of live video delivered on various video streaming platforms.

Through podcasts, interviews, and even recorded speeches, companies create audio content to reach audiences, and this type of content has become quite popular lately. Lastly, there’s experiential content, such as webinars or in-person experiences. With this type of content, companies can easily repurpose the entire thing into any of the aforementioned types of content too. 

Buying Journey Stages 

Similar to how there are five different types of content that companies can use to connect with their consumers, there are five different stages of the buying journey that require specific types of content for consumers.

The content for each stage should target consumers who are unaware of the company or its products, and guide them on the journey to becoming aware. It should also teach consumers about a problem they have and how the company provides solutions for it, and, in the end, convince them to make a purchase.

Every type of content can be used at any stage of the buying journey, but it’s important to remember that each piece of content should be working to convince the potential consumers to take the next step in that journey.

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Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.

With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.