A content strategy is an essential aspect of digital marketing as it helps to guide the creation, publication, and management of content across various channels. One key aspect of a content strategy is identifying where the reader is in the sales cycle. This is important because it helps to ensure that the content is tailored to the reader’s needs and preferences, and that it is delivered at the right time.

The sales cycle is the process that a potential customer goes through from the time they first become aware of a product or service until they make a purchase. This process typically includes several stages, including awareness, interest, consideration, and decision. By identifying where the reader is in the sales cycle, a content strategy can ensure that the content is tailored to the reader’s needs and preferences at each stage yet, many businesses don’t align their content with their goals.

Pain

One of the most important aspects of a content strategy is writing about the reader’s pain. This refers to the problems or challenges that the reader is facing. For example, a reader may be experiencing pain related to a leaking water pipe, difficulty in closing sales, or problems managing their finances. By identifying and writing about these pain points, the content can connect with the reader on a deeper level and provide them with valuable insights on why they are facing these problems.

Desire

Another important aspect of a content strategy is connecting with the reader’s desire. This refers to the goals or aspirations that the reader has related to the problem they’re facing. For example, a reader may have a desire to increase their revenue, to improve their customer service, or to expand their business. By identifying and writing about these desires, the content can provide the reader with valuable information and resources that can help them achieve their goals.

Solution

Finally, the content strategy should provide the reader with a solution. This refers to the product or service that can solve the pain points or help the reader achieve their desires. For example, if the reader is experiencing pain related to a leaking water pipe, the solution may be your 24 hour plumbing service. If the reader has a desire to improve their customer service, the solution may be your customer service training program. By providing the reader with a solution, the content can help to move the reader closer to making a purchase.

Summary

Your content strategy should identify where the reader is in the sales cycle which will, in turn, enable you to create effective and engaging content.

However, try not to fall into the trap of writing about the pain, desire and solution all in one piece of content. It’s very rare for a reader to be ready to take on board and connect with your business if you’re giving them all three steps at the same time, in fact, it could be seen as disingenuous.

As a side benefit, writing about each of these stages separately will give you more content pieces to post and promote. With a well-crafted content strategy, a you can effectively reach and engage your target audience, and ultimately drive more sales