When it comes to marketing to your prospective customers, content is key. However, distributing the same content to anyone and everyone is not an effective method. Each consumer you target is at a different stage in their Buyer's Journey with your brand. How you communicate with those who haven't even heard of you yet and those who are already a loyal, paying customer, along with everyone else in between, should be very different.
In general, there are five stages of the buyer's journey:
According to the Pardot State of Demand Generation, 76% of customers prefer to receive content unique to their stage in the buyer's journey.
So, if you're not sure what sort of content your potential buyer requires throughout each stage in the buyer's journey, then this infographic is here to help: