18. "What Does It Have to Do With Marketing?"
Blog posts should be aligned with a stage of the buyer journey, which basically goes like this: Awareness During the awareness phase, a (future) customer just realized that there’s a problem he or she needs to solve. This early research involves figuring out exactly what the problem is and what jargon is needed to learn more about it. Consideration In this phase, the customer understands the problem and wants to figure out what the options are. That means developing buying criteria and putting together a list of possible solutions to choose from. Decision Customers have narrowed down the possibilities to just a few options at this point. Now, it’s time to take those and figure out which one is right for them personally. Any one of the solutions could be effective, but only one will be the best solution for that individual. This is true in B2B too. Ideally, your site will have sophisticated, high-value content throughout the buyer journey.
