Content Marketing and the Customer

In every phase of a customer’s buying cycle, they constantly look for, as well as need relevant content to enable them to trust their potential purchases.

In as much as some are of the opinion that the content shared with customers is important in acquisition, others are of the opinion that the latter stages of the customer’s buying cycle is of utmost importance. Either way, the truth is; companies involved in content marketing are continuously acquiring, engaging and keeping customers.

With a clear understanding of the importance of content marketing, showing that value creation through content is also important to getting the big bucks.

Having content at the top of the funnel in a buying cycle closes the deal.

The importance of content marketing is such that search engines exist for the sole purpose of content discovery.

Engaging customers is made possible on the social web via content. And by content we mean, information, resources, knowledge materials that are useable in advertorials as well as entertainment.

The right content brings about the right audience.

From customer acquisition to engagement and then to keeping them, it is important to include content in all levels of the sales cycle. This includes research before purchase as well as education and then support after purchase. This is the full customer experience.

However, in online marketing there are many different touch-points and these includes; creating awareness, considerations, the purchase, services and loyalty, this you can call the “buying cycle”.

With this cycle marketers are advised to work up content. What this invariably means is that at different levels of the customer engagement, your content has to be in accordance with the level of your relation with the customer basing it on their needs at that specific moment.

For clarity purposes, here is what the buying cycle model entails:


  • Public relations
  • Advertising
  • Word of Mouth
  • Social Media


  • Search Marketing
  • Advertising
  • Social Media
  • Webinars
  • Product/Service Reviews
  • Blogs
  • Direct Response


  • Website
  • Social Commerce


  • Social Media
  • Social CRM
  • Online Messaging
  • Email
  • Search – After the sale queries on FAQ, Knowledge-base content


  • Email Newsletter
  • Webinars
  • Blog
  • Social Network, Forum – community

With this, it is plain to see that your marketing strategy should be dependent on the level your customers are on the buying cycle; this makes your content more relevant to their immediate needs as it streamlines your content creation.

When you consider their needs as well as utilize SEO and social media, you are not only able to acquire customers but also engage and keep them.

Cover Image Credit: Search Engine People Blog