We hear some people talk about content marketing as if it’s a new, unusual technique. But one of the top goals of every business should be to deliver content that is relevant at every stage of the customer journey.

The prospective customer who is having their first encounter with your brand has different needs than a customer on the cusp of making their first purchase, and a smart strategy will create content that is designed to appeal to each — not to mention the other five stages.

Many consumers don’t trust traditional advertisements much. So it might be surprising to realize that they want to trust brands. They want to pick their favorites and be satisfied and loyal. It’s fun to buy things when you’re treated right. The right content at the right time is one factor in guiding the customer to that point.

Focus on creating content that wins customers over by focusing every piece within one of the following seven stages of the customer journey.

1. Awareness

This one is crucial. Create content that gives a viewer or reader just a first impression, quickly mentioning what you offer and showing your brand identity. Create:

• Informative website copy
• Short videos

2. Evaluation

Next, your prospect will decide whether to spend more time getting to know you or to jump to a competitor. Catch her attention, make her curious, and show how to satisfy her needs, using:

• Short, engaging videos explaining products
• Single-page explanatory copy
• Brief guides showing how to solve a problem

A collection of user-generated reviews in Trustpilot can also show you’re worth the prospect’s time.

3. Consideration

This stage is different from the previous one, even if it sounds similar. Your prospect is now focused on you and needs more reasons to trust you. Create ongoing engagement through:

• Guides of varying lengths
• Consistent blog content
• Infographics

4. Examination

This stage traditionally involves testing a product or previewing a service, which can be difficult online. But try to give a prospect more ways to make an informed decision. If it’s impossible for him to physically interact with a product, give him:

• Guides to using your product
• White papers
• Case studies
• Comprehensive videos

5. Buying

Your prospect may be interrupted during the buying process, or a competitor may send a competing offer. Keep her engaged, and build trust with her using:

• User-generated content describing customer experiences
• Lists of compelling testimonials
• Third-party mentions in the media
• Reviews on Trustpilot and elsewhere

6. Repeat Purchases

Maintaining a long-term relationship with customers is crucial to your success. How much does it cost to win a customer, and what is the lifetime value of each? Improve your profits by always doing more than your customers expect. And maintain a disciplined schedule of posting:

• Social media content, including informative content and reviews
• Positive customer testimonials
• Several kinds of user-generated content from your best customers

7. Referrals and Reviews

A happy customer won’t mind writing a quick review for you or referring you to another prospect. Send him:

• An email asking for a review — or a message using your Trustpilot dashboard
• A survey asking about his experience
• A request for a referral, with an incentive such as a discount or free shipping

Build Customer Relationships

Great relationships are satisfying. Keep learning more about what will satisfy your customers, and then deliver that. Write and film high-quality content that enhances each stage of the customer journey. You’ll be able to use your pieces over and over, and they can help you attract and keep many happy, loyal customers.