Semrush Organic Research, Competitors

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Create your content funnel
Before you begin the content creation process, think about the goal of each piece of content you want to produce. Make sure your content covers each part of the customer journey, as your audience’s needs will be significantly different at each stage.

Start by defining your content marketing funnel . Consider creating content for each stage:

Customer journey
Awareness: Center this content around questions your leads may have at the top of the funnel when they become aware of their problem or need; this content can also tell your brand story, educate, inform, or entertain your audience. Thought leadership content, for example, is very useful at this stage.
Consideration: As they move through the consideration phase, prospects job seekers data will want to know more about how to solve their problem. Help them understand why they need help overcoming the issue at hand; guide them to learn how others have solved similar problems in the past; and discuss the steps needed to follow up.
Decision: These pieces of content are designed to help potential leads determine why you’re the best choice to help them. Case studies, client reviews, and any other content that highlights past work you’ve done can be helpful at this stage, as users are directly comparing you to other providers.
Retention: Highlight ways to get the most out of your product or service, ways to solve common problems, and new features. Anticipating their questions and answering them preemptively can also prevent prospects from becoming frustrated with your offerings.
Advocacy: This is content that highlights the elements of your brand that will turn customers into evangelists; it could be content that highlights your company values, your philanthropy or volunteer efforts, or your exceptional team members.
To further excel at creating content for specific stages of the customer journey, download this free Content Mapping Template Kit .