From general awareness about your business to advocating it to others, it’s important that you make the right content available to prospective clients at each stage of the buying cycle.

Here’s the cinch method for achieving this:

Conscious

First and foremost, your target audience must become conscious of your existence. Draw the right kind of attention to yourself through your social media presence, blog posts and infographics.

Informed

They know about you, what next? If they are intrigued, they’ll try to find out more about you, so make sure that your website is full of up-to-date informative content. Keep drawing them in through white papers, research papers, and webinars which demonstrate your expertise.

Narrowing

They’re almost ready to buy but need a final nudge. Convince them through case studies demonstrating your success. Videos in which you or your customers describe and discuss your product are also a handy piece of content they could well be forwarding to more senior partners.

Committed

They’re in, but will they stay? Ensure their commitment by drawing them in through training webinars and regular newsletters. This is where social media becomes important as a periodic reminder that they have invested in you. Use these media to keep them updated and make them feel in the loop of your latest activities.

Helping

This is where the content goes out of your hands. When your customers become a brand advocate they are likely to use the same methods you employed at the top of the cinch: social media and blog posts in particular.

Use these to help you create content for the C-I-N-C steps.

And so the loop repeats itself.