Discover, Consume, Act: The Three Soldiers Of Content Marketing

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It’s essential to understand (or at least hypothesize) how your target customer Discovers information when seeking solutions everywhere from first Awareness to Consideration to Purchase. What language do they use to describe their pain? Their perceived objective? What do they search for and talk about on the social web that leads them to discovery of solutions information?

Additionally, it means understanding your target audience preferences for Consuming information, whether it’s video, long form text, tips or case studies. Information consumption preferences matter with devices too – desktop, tablet, mobile or internet “things” like Google Glass.  From first discovery to the nurturing phase to transaction, knowing your target audience information consumption preferences will help you optimize their experience.Lastly, the information journey should lead the target customer through the sales cycle by taking Action. From a Facebook follower to an email subscriber to a demo webinar attendee to an initial sales conversation – each of these types of experiences with your target audience along the buying cycle can be forecast and planned to help prospects lead themselves to the next logical step in their journey.