4. Content marketing

Decision Stage For Content Marketing

This is your favorite part of the buying process.

Namely, it’s the part where people actually buy.

They already trust your business, and they’re familiar with your products and what your business represents.

Now, it’s the time to make or break, push or shove, buy or ditch.

The person is either going to become a paying customer or fall into eternal obscurity.

This is the place where your opportunity pipeline, average size of orders, order frequency, and sales come into play.

content marketing stage metrics

To put it another way, it’s conversion optimization time in terms of your content marketing efforts.

And as that happens, you will want to target even longer keywords. Generally speaking, the longer the keyword, the more interested someone is in buying from you.

If the long-tail keyword includes your brand name, then people likely want to buy something specific from you.

Just consider this keyword: “how to start an e-commerce store.”

And what’s the first result?

It’s from Shopify.

SERP example content marketing

For Shopify, then, they do well to appear for that search.

The people who type in that keyword are most likely ready to take the next step in their buying journey.

You just need to convince them that your business offers the best solution.

Shopify doesn’t let up when they try to convince visitors that they are that best option.

I clicked on that result and glanced through their blog post.

The first thing I noticed is that they have CTAs throughout the content to try and push people toward the buying line.

Here’s one of the those CTAs for a webinar in the middle of the content.

webinar example content marketing

And then there’s another one in the middle of the content that encourages visitors to start their 14-day trial right away.

free trial content marketing

Would that CTA work for all types of content?

It probably wouldn’t.

In content that caters to people who are simply in the awareness or consideration stages of the buying journey, for instance, those CTAs would probably come off as too pushy.

But in this content that is supposed to cater to people who are ready to buy, the CTAs are perfect.

You want to strike the same chord that Shopify does.

Use your blog to create content that caters to long-tail, high-commitment keywords and then include compelling CTAs within that content.

Remember: these people are ready to buy. You just have to give them a little push.

Consider offering a discount, free trial, or special offer to do that.

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