There are numerous ways to approach marketing content: content pillars vs. content buckets, Attract/Nurture/Sell strategy vs 80/20 strategy. (And TBH, we have talked about it all at some point or another.)
While marketing trends (and how people talk about them) shift, one thing that hasn’t changed: tailoring your approach to your customer’s phase of the buyer’s journey..
At Stratos, we like to talk about it in one of three stages: Curiosity, enlightenment, and commitment.
So how do those three stages relate to a concept like “content buckets?” It can be a bit confusing when you hear different marketers use these terms. We get it.
Let’s clear up the confusion on the overlap between content buckets and stages: Buckets + stages are actually a match made in heaven.
By tailoring the buckets to your customer’s stage, you add an extra layer of purpose. Let’s delve a little deeper into what that would look like.
Curiosity
This is the “I’m just realizing I have a problem” stage.
Your audience isn’t looking for a solution yet. They’re looking for clarity, validation, or language for what they’re experiencing. The goal of your content at this stage should be to attract attention and build awareness without asking for anything in return.
What this content buckets this stage should include:
- Relatable pain points
- “Is this normal?” moments
- Light education that names the problem
- Behind-the-scenes, values-driven, or personality content
- Invitations to follow you
This type of content should be very nurturing, very relational, and barely dipping its toe into education. You’ll generally want to share this kind of content in organic social posts, stories, reels, and trial reels.
Enlightenment
This is where your audience starts thinking, “Oh… I didn’t realize there was a better way to do this.”
At this point, your followers know they have a problem and are now actively learning what mistakes to avoid and what could solve it. Your marketing during this stage should be based on trust and authority while helping them self-educate.
What this content buckets this stage should include:
- Tutorials/DIY solutions to parts of their pain points
- Frameworks, checklists, and tips (these are good freebies)
- Case studies
- Myths v. facts
This content leans into nurturing education. You’ll generally want to use organic social posts and lead-generating ads during this stage.
The combination of Curiosity and Enlightenment is where about 80% of your content should live, because most people interacting with your brand are new or passively aware.
Commitment
This is the “I’m ready to choose” stage.
Your followers are warm; they already believe in what you can do for them. Your job is to help them decide if your solution is right for them and if it’s worth it. This content needs to remove the friction and invite action to purchase.
What content buckets this stage should include:
- Testimonials and social proof
- FAQs and objection handling
- Deadline-driven or urgency-based messaging
- Clear offers
This content can be educational (in the sense that you are sharing how your solution is the best one for them), but it also has to ask for a purchase. During this stage, you’ll generally use ads and emails, with some organic social shares. This content is good!
As a quick reminder, only about 20% of your content should be direct selling, because only a small portion of your audience is ready right now.
Like I said at the beginning, the three customer stages are a perfect match for content buckets. If your content feels scattered, too salesy, or inconsistent, take some time to review it through this lens. As always, if you need help deciphering where you need the most assistance, we’ve got you covered!
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