The key to creating content that sells products and services
In theory, inbound marketing always sounds so simple and logical:

Create content that answers and solves your audience's questions and problems... and then they'll find you and buy what you're offering. In droves, of course! ?

In practice, however, things look quite different.

Because although you regularly publish content, optimize it for the search engine and actively market it, not only too few visitors come to your content hub . No, you also convert too few leads or even customers from these. So they are the wrong ones.

Your problem: You just publish some content without a real strategy behind it.

However, the key to success is delivering content that is truly useful and gives your prospect exactly the answers they need in the moment .

Let's take a closer look.

Accompany your potential customers along their customer journey
As Vladi describes in detail in his article on the customer journey, the customer's journey maps all of his touchpoints with a provider. It shows what a prospect actually needs from you and when in order to ultimately become a satisfied customer.

Ultimately, the customer journey mapping creates a table in which every step of your future customer is recorded from the first touch to the purchase and can be optimized by you.

So logical, but also so abstract and not easy to put into practice, is it?

This is exactly why I sat down and summarized the usual customer journey in inbound marketing (including the appropriate content formats) in this table:

customer journey tabelle
Because even if no customer journey corresponds exactly to another in reality, there are still certain steps that every potential customer roughly goes through on every topic:

Your prospect perceives a problem for the first time and looks for a solution or answer.

Your prospect has recognized their actual problem (or realized that they were initially looking for the wrong solution) and are now looking for a suitable solution.

Your prospect recognizes his actual problem and the solution, but is not yet at the point of being able to make a decision .

Your prospect has clearly defined their problem and is comparing the different solutions.

Your prospect is convinced of your solution, but another problem keeps him from actually buying.

Your prospect has found a suitable solution. He wants to buy from you .

Important to know: At every touchpoint along the customer journey, you can influence a potential customer in their purchase decision by using the right content to help them solve their problems and ultimately make the purchase decision.
When I imagine that we will lose all our customers , it is of course a scary thought. Nevertheless, thanks to inbound marketing, I would still have security.

As long as I still have content and an audience, no matter how small, I don't have to start from scratch, I have something to build on.

I have a stepping stone to get the ball rolling again.

Of course, that would take years again . Nevertheless, it would work again and at some point we would have the same number of customers as before.

And now please tell me which other marketing methods can do the same? ?

(Even without the content and audience, I would still have the ability to go back to creating content, monetizing it, and doing all the other things inbound marketing involves .)

Lesson:

Inbound marketing gives you a solid foundation to start over at any time.