Startups invest significant time and resources into content marketing, only to see minimal returns due to a lack of strategic focus. But, there's a smarter way to approach content marketing—one that aligns with the customer’s journey and maximizes impact.
Without a clear strategy, content marketing efforts can become scattered and ineffective. Targeting broad topics without a focused approach often leads to wasted resources and limited results. To achieve success, it is essential to create content that resonates with the audience at every stage of their buying journey.
One of the most effective frameworks for content marketing is based on the Five Levels of Awareness. These level: Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware — provide a structured way to create content that meets the audience’s needs at each stage of their decision-making process.
Let's see how you can apply these levels to a content marketing strategy:
Unaware: The audience may not realize they have a problem. Start with broad content that introduces relevant concepts, such as "How to Improve Your Project Management Skills."
Problem Aware: At this stage, the audience recognizes a problem but is unsure how to solve it. Develop content that addresses these challenges, like "How to Organize Your Project Tasks for Better Results."
Solution Aware: The audience knows that solutions exist but hasn't settled on one. Offer comparative content, such as "Top 5 Project Management Tools for Small Businesses," to help guide their decision.
Product Aware: The audience is familiar with the product but needs more details to make a decision. Create content that compares the product to others, like "HubSpot vs. SalesForce: Which works for your Business?"
Most Aware: These are industry experts or potential partners who are well-versed in available options. Focus on in-depth content that highlights the product’s unique value, such as "Power user techniques with Monday.com"
For Startups just beginning their content marketing journey, go with the Solution Aware and Product Aware stages. These audiences are actively seeking solutions and are more likely to convert. As the brand gains recognition, content can be expanded to cover the other stages.
For early-stage startups who don't even have their first few customers, focus should be on first sales. Introducing content marketing in the mix will just muddle your efforts. Instead go with faster methods like cold outreach or participating in industry forums can yield quicker results.
Content marketing is a powerful tool, but it is most effective when approached strategically. By aligning content with the Five Levels of Awareness, companies can create targeted, impactful content that drives real results. Starting with audiences who are already searching for solutions and expanding efforts as the brand grows is key to success.