The linear buyers’ journey is dead, but humans still need to go through the steps of discovering a problem exists, learning about potential solutions and selecting the solution that works best for them. So how can marketers address these fundamental needs in a world where information overload means messaging can easily get lost and buyers may happen upon the wrong content at the wrong time? Robust, targeted middle and late-stage content – something most marketers struggle to produce – is key.
In this discussion, we’ll talk through these challenges, focusing on getting the right vehicles into the right channels with audience-focused middle- and late-stage content. With solutions based in psychology as well as content strategy, you’ll walk away with a better understanding of:
- What exactly constitutes middle-stage content and how it differs from late-stage;
- How to overcome the pressure from certain stakeholders to sell their solutions; and
- The best content formats for middle and late stages (with examples).