When it comes to marketing, there are a few major phases of the customer experience that we need to keep in mind when we’re creating content: Awareness, Conversion, and Loyalty. These phases guide everything we do, whether it’s writing for social media, crafting a blog post, or sending out a newsletter. So, let’s break them down and see how they fit into your content strategy.
What Are the Major Marketing Phases We Need to Be Aware Of?
Let’s talk about the big three: Awareness, Conversion, and Loyalty.
Awareness is all about letting people know you exist. It’s your chance to share who you are, what you stand for, and why you’re helpful. Think of it as your introduction to the world.
Conversion is where you’re encouraging people to take action—whether that’s signing up for your mailing list, booking a consult, or even making a purchase. While the big-ticket conversions like sales are less likely to happen on social media or blogs, it’s still worth going for them sometimes. Just try to make your focus be getting people to convert to join your mailing list, text list, or community group. This will give you an inside advantage where you can grow your relationship with them.
Loyalty is all about showing off the love your past customers have for your brand and building on that. It’s about keeping the relationship strong by continuing to engage with them.
Why Most of Your Content Should Be Focused on Awareness
Here’s the thing—most of your content should be focused on awareness. We’re talking 60% of your content. Why? Because if people don’t know you exist, they’re not going to care about converting or staying loyal. Awareness is the foundation, the starting point for everything else.
After that, put 25% of your efforts into conversion—getting people to opt in, sign up, or buy. But remember, this isn’t the hard sell. Conversion content is more about guiding people toward that next step in their relationship with you.
And then there’s loyalty. You want to dedicate 10% of your content to keeping that connection alive with your existing customers. This is where you remind them why they love you and give them reasons to stick around.
What Kinds of Content Build Awareness?
When you’re building awareness, think about content that introduces people to your brand in a way that feels natural and engaging. Here are a few ideas:
Storytelling: Share your brand’s story, your mission, or what drives you. People connect with stories.
Educational content: Help people understand something in your industry or solve a problem. Show them you know your stuff.
Behind-the-scenes: Give them a peek behind the curtain. Show them what goes into making your product or service.
What Kinds of Content Help Create Conversion?
Conversion content is where you’re inviting people to take the next step. Here’s what that might look like:
Calls to Action: Whether it’s signing up for a freebie, joining your mailing list, or booking a call, make sure you’re clear about what you want them to do.
Testimonials and case studies: Show them how you’ve helped others. This builds trust and gives them a reason to take action.
Limited-time offers: Create a sense of urgency. Sometimes, people need a little nudge to take that step.
What Kinds of Content Are Good for Building (and Displaying) Loyalty?
For loyalty, you want to keep things personal and keep the conversation going. Here are some ways to do that:
Customer spotlights: Showcase your customers’ successes. This makes them feel appreciated and shows others the value you bring.
Exclusive content: Offer something special just for your existing customers. This could be a sneak peek at a new product or early access to a sale.
Engagement-focused content: Ask for feedback, run a poll, or host a Q&A. Keep the dialogue open and ongoing.
How Do These Forms of Content Overlap?
Here’s the beauty of it—sometimes, your content can do double duty. For example, a blog post designed to build awareness can also help reinforce loyalty if you share it with your existing customers. A testimonial can boost conversions while also reminding your past clients of the great experience they had with you. It’s all about finding that balance and making sure your content serves multiple purposes when it can.
In the end, it’s all about creating content that guides people through the journey from discovering your brand to becoming loyal advocates. Keep these phases in mind, and you’ll be well on your way to building a strong, engaged audience.
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