Content marketing feeds social media, especially when it comes to shopping. Regardless of where they buy, most consumers start their purchase process online with research, whether it’s finding out more about the product or getting the best deal. Social media’s combination of multi-formatcontent and social connections willing to give their feedback make it the ideal starting point for buyers especially since consumerstrust other consumers.
Content Marketing Meets Purchase Process
When it comes to shopping, marketers want to get consumers to buy their products and consumers want to get the best product to fulfill their need for the best price. As a result, at each step of the purchase process different types of information are needed that can use a variety of formats. (For details, check out the Content Marketing Meets the Purchase Processchart.)
Phase 1: Research
Marketer’s goal: Enter consideration set.
Customer’s objective: Collect product information.
Content needed: While prospects and customers may ask their social network for recommendations, everyone researches their purchases online. Therefore, supply information about your products and company. Bear in mind that consumers’ information needs vary. Fiskars’ blog supports a variety of steps in the shopping cycle by giving customers information about how to use the product in the post! Note there are links to the actual product! They also have a customer gallery.
Phase 2: Engage
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