Finally the customer will make a decision to either buy or not buy from you. Important to note here is that the one making the decision does not allows have to be the same person as the one purchasing the product or using the product. Think for example of a child who wants a Nintendo console from the toy store. Even though the child might become the user, it is the father who might decide whether he will get one, whereas the mother might be the one who will have to go to the store and purchase it. It is crucial to keep that in mind when targeting your marketing efforts to certain groups of people. The child for example should be targeted with news about the amazing games you can play on the Nintendo, whereas the father should be informed about the relatively cheap price and the durability of the Nintendo console.

Rather than initially send your prospect a huge case study once you’ve peaked their interest, perhaps it might be better to send them a single page containing a bullet point list of the results you’ve achieved for others. Yes, it might just take 30 seconds to digest, but it gives them what they want to know (not what you want them to know) and if they like what they read then they can start to evaluate you.


Now that you have the consumers’ attention, you want to create some interest. The goal of this stage is to show who you are and what your brand stands for. You are trying to build a relationship with your potential customers and gain trust. Give people valuable information, but don’t focus too much on selling your product yet. Throughout this stage potential customers begin to develop attittudes, opinions and hopefully interest in your company. Content creation is often used for this stage. Think about blogs, webinars, infographics, free e-books, newsletters et cetera. Keep in mind that customers can also develop negative feelings towards your brand, so be careful with what kind of messages you convey to potential customers.
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Interest: Once leads are generated, they move on to the interest stage, where they learn more about the company, its products, and any helpful information and research it provides. Here is an opportunity for brands to develop a relationship with the people in its lead database and introduce its positioning. Marketers can nurture leads through emails, content that is more targeted around industries and brands, classes, newsletters, and more.
The intent stage is a ringing bell for a possible conversion. The evaluation stage is the final stage before the purchase decision. This stage involves customer to evaluate the product, price, and offer provided by the brand and makes his decision upon them. The sales team is more involved than the marketing team in this stage of the marketing funnel.

Typically in your content marketing, to generate traffic, you will use a website, blogging, SEO, landing or squeeze pages, Google Adwords or PPC, Social Media Marketing, perhaps influencer marketing(see more below) and the old fashioned mediums of TV, Radio and Newspapers or Magazines. It involves creating engaging and useful or interesting content to promote through the various mediums, videos, guest posts etc. Likewise you want to get the technical aspects right, any transaction pages need to be as simple as possible, contact forms, shopping carts and search filters. If you lose people during the process, you can remarket through Facebook and Google, to draw them back.
Interest: Once leads are generated, they move on to the interest stage, where they learn more about the company, its products, and any helpful information and research it provides. Here is an opportunity for brands to develop a relationship with the people in its lead database and introduce its positioning. Marketers can nurture leads through emails, content that is more targeted around industries and brands, classes, newsletters, and more.
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