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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:
- Unaware — those who aren’t aware they have a problem, and therefore, don’t need anything
- Pain Aware — people who are experiencing problems or issues but not any solutions
- Solution Aware — those who know they have a problem and potential solutions available
- Product Aware — people who know you offer the solutions they may need but have yet to choose your offer
- 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…
