When online content marketing first blew up, brands hopped onto the newly requisite bandwagon and published whatever online content they could muster up. Blogging became an absolute mainstay in online marketing. Websites were made-over with new, richer copy. And soon enough, content truly became king.

However, these early stages of the content marketing era were just that — early, rudimentary, and simple.

Today, just about one year after Google released the industry-changing Hummingbird update, businesses have begun mastering online content marketing. Rather than working feverishly to produce as many words as possible, content marketers are now working smarter and targeting online content to engage with customers throughout the entire buying decision process, guiding them down the sales funnel.

From need recognition to the initial search, all the way to post-purchase, savvy content marketers are covering all the bases. That means those who don’t will soon be left in the dust.

How to Cover All the Bases of Content Marketing

First, make sure you’re familiar with the buying decision process. There are five key steps:

  1. Need/problem recognition: Let’s say a window in my bedroom has broken. Suddenly, I have one of two needs. Either I need a professional installer to help me replace the window, or I know More >