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Use the 5 Stages of Awareness to Develop Your Content Strategy

Ariel Lim

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Photo by Felipe Furtado on Unsplash

Content should be at the heart of every digital marketing campaign. That is, if you want to achieve results.

If it isn’t on Google, it doesn’t exist.

—Jimmy Wales, Wikipedia Cofounder

Copywriter Eugene Schwartz wrote about the 5 stages of awareness in his book, Breakthrough Advertising, in 1966. Today, it’s still one of the most effective frameworks for creating content. If you’re not already familiar, here are the different stages of awareness buyers go through:

  1. Unaware — those who aren’t aware they have a problem, and therefore, don’t need anything
  2. Pain Aware — people who are experiencing problems or issues but not any solutions
  3. Solution Aware — those who know they have a problem and potential solutions available
  4. Product Aware — people who know you offer the solutions they may need but have yet to choose your offer
  5. Most Aware — those who know you and trust you

I wrote more about it here. But the main idea behind the different stages is this: at any point in time, your prospects are in any one of those stages. It is your job…

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Ariel Lim
Ariel Lim

Written by Ariel Lim

Marketer, freelancer, husband | The Startup, Better Marketing, The Ascent, PGSG | Find out how I grew my organic traffic by 110% in 5 mo: https://bit.ly/3fpilkW

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Hey Ariel, this is one of the clearest and easiest to understand examples of how to apply the 5 stages in practice. The example makes understanding SO much easier - very well done.

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