How To Select The Best

Content Format

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

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

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

The Buying Journey

Awareness

Stage

Consideration

Stage

Decision

Stage

Awareness Stage

The potential customer has

only started experiencing &

finding out some expressions

or symptoms of their problems

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

Awareness Stage

Analyst reports

Research reports

eBooks

Editorial content

Expert content

Other educational content

Consideration Stage

The potential customer has

now clearly defined and

has probably given a name

to their problem

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

Consideration Stage

Expert Guides

Live Interactions

Webcast

Podcast

Video

Comparison whitepapers

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

Decision Stage

At this stage, you should

start to show them why you

are the best of the best at

solving their problem

Decision Stage

Vendor comparison

Product comparison

Case Studies

Trial Download

Product Literature

Live demo

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