The Buyer Journey is the process a potential customer goes through from the initial realisation stage, to the decision stage where they make the purchase. It’s imperative for content marketers to understand the Buyer Journey as only then will they truly be able to understand their customer’s approach, needs and values. To help you appeal to your ideal customer, we take you through the step-by-step process a buyer will go through on their journey.
AWARENESS STAGE
At the awareness stage, the potential buyer will be coming to the realisation that they are in need of a certain product by experiencing and expressing symptoms of a problem or opportunity.
The customer will be undertaking educational research to more clearly understand, frame and put a name to what they need, whether they view it as a problem or opportunity.
The content types that work best during the awareness stage include educational content, such as white papers.
CONSIDERATION STAGE
At the consideration stage, the potential buyer has defined and named their problem or opportunity. They are starting to research and understand the various available approaches and methods to help solve their problem or opportunity.
The content type that works best at the consideration stage includes expert guides and videos.
DECISION STAGE
At the decision stage, the potential buyer has decided what their strategy will be and has compiled a list of all available vendors and products. They’ll be continuing to research each of these vendors and products before ultimately making the final purchase decision.
The content types that appeal at the decision stage include case studies and product literature.
To find out more about Zest’s content services, get in touch with our dedicated team.
How To: Content Marketing
At Zest we understand the importance of properly planning your content output. From the initial consideration stage, through to implementation and reporting, all are imperative to achieving your marketing goals. To help guide you through the process, we take you through the Six Pillars of Content.
Strategy
First you need to define your goals. These can range from marketing goals (i.e. establishing yourself as a thought leader), business goals (growing revenue), or others, such as simply improving the quality of your content.
Next, identify your personas. Personas are fictionalised representations of your ideal customer, and they are determined by looking at different demographics, their goals, objectives and their response to different marketing types.
After you have collected your goals and personas, it is time to brainstorm your targeted content. Map out your content using your personas and their life cycle stages, so the content is reaching your ideal audience on the right channels at the best time.
Audit
Second, take an objective look at the content you are currently creating. Thoroughly research your offline content (sales scripts), online platforms (blogs), and marketing materials (brochures) to identify patterns and trends in your output.
Then do the same with your competitors’ content; find out what they’re posting, where they’re posting and how they’re doing it. This will enable you to establish your place in the market, and help you on your way to becoming a thought leader.
Create
Next, it’s time to get cracking on the content. Whether you’re writing, designing or filming, remember to structure it so it appeals to your targeted audience.
At Zest Media, our award winning, well informed digital and print editors have experience working for national publications such as Grazia, The Times and The Guardian, and are well versed in working to a commercial brief. When we create content, we optimise its readability, boost its SEO, and speak your personas’ language.
Amplify
Push out your content on the right channels after you’ve researched the best platforms for your personas. These can be through your owned channels, i.e. a blog page or social handles, paid for media channels, i.e. social ads and PPC, or Zest’s owned media channels.
Analyse
Using detailed analysis and reporting, from sources such as Google Analytics, work out what worked well and start plotting trends. This will help you to refine and optimise your strategy to ensure you’re grabbing the attention of your ideal customer. Detailed reporting will also help you map out the next stage of content and brainstorm new features.
Repeat
Taking what you’ve learnt, refine and optimise your strategy. Its time to start the cycle again!
At Zest we understand the importance of properly planning your content output. From the initial consideration stage, through to implementation and reporting, all are imperative to achieving your marketing goals. To help guide you through the process, we take you through the Six Pillars of Content.
Strategy
First you need to define your goals. These can range from marketing goals (i.e. establishing yourself as a thought leader), business goals (growing revenue), or others, such as simply improving the quality of your content.
Next, identify your personas. Personas are fictionalised representations of your ideal customer, and they are determined by looking at different demographics, their goals, objectives and their response to different marketing types.
After you have collected your goals and personas, it is time to brainstorm your targeted content. Map out your content using your personas and their life cycle stages, so the content is reaching your ideal audience on the right channels at the best time.
Audit
Second, take an objective look at the content you are currently creating. Thoroughly research your offline content (sales scripts), online platforms (blogs), and marketing materials (brochures) to identify patterns and trends in your output.
Then do the same with your competitors’ content; find out what they’re posting, where they’re posting and how they’re doing it. This will enable you to establish your place in the market, and help you on your way to becoming a thought leader.
Create
Next, it’s time to get cracking on the content. Whether you’re writing, designing or filming, remember to structure it so it appeals to your targeted audience.
At Zest Media, our award winning, well informed digital and print editors have experience working for national publications such as Grazia, The Times and The Guardian, and are well versed in working to a commercial brief. When we create content, we optimise its readability, boost its SEO, and speak your personas’ language.
Amplify
Push out your content on the right channels after you’ve researched the best platforms for your personas. These can be through your owned channels, i.e. a blog page or social handles, paid for media channels, i.e. social ads and PPC, or Zest’s owned media channels.
Analyse
Using detailed analysis and reporting, from sources such as Google Analytics, work out what worked well and start plotting trends. This will help you to refine and optimise your strategy to ensure you’re grabbing the attention of your ideal customer. Detailed reporting will also help you map out the next stage of content and brainstorm new features.
Repeat
Taking what you’ve learnt, refine and optimise your strategy. Its time to start the cycle again!
Content Marketing and Positivity – What’s the Connection?
Content Marketing and Positivity – What’s the Connection?
Although we love what we do on an ongoing basis, the positive energy at Zest is higher than usual as we lead up to the long holiday weekend and leave work behind for a few days. But how can content marketing harness this upbeat mood? And what is the connection between positivity and content marketing?
According to Yahoo’s recent Receptivity of Emotions study, which is based on respondents from the UK, US, Germany and Canada, reaching consumers when they’re in the right mood could increase the impact of content marketing by 28%. Other key findings found that this upbeat mood kicks in around lunchtime, so it’s best to reach your audience between 11am and 12pm. Moreover, according to this study, here in the UK consumers are ‘upbeat’ 46% of the time.
Knowing your audience and providing them with relevant and valuable content to your target market is the key to delivering a successful content strategy. Is the content in your blog posts what your audience want to read about, or are they just what you want to write? Statistics show us that over its lifetime one compounding blog creates as much traffic as six decaying posts. Make your content marketing work, keep your audience happy!
Zest Media’s dedicated and happy house team produces over 250,000 unique content pieces each year. How can we help with YOURS? Contact us here.
Absolutely magazines, London’s leading fashion freemium titles from Zest Media Publishing are delighted to announce a media partnership with Pure London, the UK’s premier trade fashion event with hundreds of brands to discover over from Sunday, July 24th to Tuesday, July 26th 2016. It’s the only trade show that provides visitors with content-rich insights, buying connections and empowers retailers 365 days of the year to achieve sustainable business growth. It’s a transactional show, not just a PR showcase, you can discover the products you want and order them at the show.
With +700 brands exhibiting and a variety of show sections including menswear, accessories, premium, etc. Pure London is the place to be to discover latest trends and meet with new and international brands. A series of informative seminars will be held across all four days of the show – full timetable details here http://www.purelondon.com/fashionforum One of the most timely is What does Brexit mean for retail? The Pure Brexit Briefing which will be held on July 25th at 11am where industry leaders will explore the impact of the recent referendum on the UK fashion industry. Registration is free for this event and attendance to the show by following this link http://tinyurl.com/gllf5en
If you are attending please join us on our stand to hear about the marketing opportunities available from Absolutely and Zest Media and to meet the team, pick up a latest edition and relax!
#PureLondon
Building upon the success of Absolutely Education, Zest Media has gone global with the launch of their first international title, British Education Dubai.
British education is considered the global gold standard with a reputation for academic achievement and character development. Nowhere is this appreciated more than in Dubai, amongst Emarati nationals looking to send their children to the UK for their education and the 250,000 British expatriate community.
The magazine showcases the very best of a British boarding education with top writers and education insiders examining all the benefits as well as the issues that face parents who are considering this exciting option for their children. British Education Dubai seeks to make this crucial choice easier by providing the most up-to-date information on the UK’s top independent schools.
British Education Dubai has a multi-faceted distribution stream, including:
– Distributed at the Anderson Education Exhibition Dubai (26th and 27th February 2016)
– Distributed at the British Boarding Schools Show (18th and 19th March 2016)
– Circulated at the leading English speaking schools in Dubai
– Door-drop delivery to luxury homes in ex-pat communities and Emirati residences
– Distributed at the corporate centres of DIFC (Dubai International Financial Centre) and at other multi-national companies within the banking, technology and oil and gas sectors
For further information or to receive a copy of British Education Dubai, please contact Tracey Richards at [email protected]
Absolutely Weddings 100 Press Release
Zest Media is proud to announce the launch of Absolutely Weddings 100, a guide to the most influential social media users within the wedding industry.
This leaderboard analyses social media activity across Twitter and provides scores based on the number of interactions an account receives. The rankings will update on a weekly basis – remember to make a note to check how your company’s position has changed each Wednesday.
Victoria Hughes, Sales Director adds: “We are delighted to launch Absolutely Weddings Power 100. It’s an opportunity for the whole industry to get involved, watch their accounts rise up the leaderboard and enjoy social media success. Absolutely Weddings magazine is renowned for featuring the very best in style and luxury, and the introduction of Absolutely Weddings Power 100 gives us the perfect setting to showcase further examples of excellence within the industry.”
To view the current leaderboard and check your ranking, please visit Weddings 100.
If your company is not currently listed on Absolutely Weddings Power 100, we would encourage you to register at absolutely-weddings.co.uk so you can start climbing up the leaderboard as quickly as possible.
We’ll be using the hashtag #Weddings100 throughout social media to promote the Power 100. Please do join in the conversation using this hashtag – we’d love to hear your thoughts, questions and feedback.
– Ends –
Note to editors
Absolutely Weddings is a biannual compendium of inspiration for brides-to-be. The magazine is dedicated to producing luxurious content to inspire and inform, and with the support of many of the industry’s leaders, is en route to becoming a front- runner in the realm of wedding publishing.
The circulation of Absolutely Weddings is unique. We print 20,000 copies per issue, which is then divided amongst our distributors. You can find us on the shelves at the top 100 travel WH Smith stores, Selfridges, and at a selection of Waitrose stores in central London. The magazine is also provided to attendees at Conde Nast’s Brides the Show, the National Wedding Show, Quintessentially Wedding Atelier, the Luxury Wedding Show and the UK Wedding Show.
For further information please contact:
Over the course of three days, crowds of people poured into Kensington, Olympia for UK’s most dynamic fashion and footwear trade show of the year, Pure London Held from July 24-26, this world-class fashion event featuring independent, emerging fashion designers, brands, and many leading labels exhibited their upcoming Summer/Spring 2017 collections to the delight of fashion fanatics. Designers from all over the world—including the United States, mainland Europe, as well as the UK—arrived to discuss their products. Absolutely London as part of Zest Media was delighted to be involved with this year’s exhibition as a media partner and we enjoyed hosting clients old and new at our stand.
The high profile event captured the attention of buyers, enticing them to make journeys from thousands of miles away. The menswear collection debuted in Pure London 2016 with brands such as Ben Sherman and Bertoni The highly anticipated SS17 catwalk made a splash with its reveal of the upcoming Spring and Summer collection. Pure London’s multi-faceted nature targets all kinds of audiences, whether they are interested in the artistic side of fashion, the adrenaline of a large-scale event, or the business practices of the industry.
These exciting few days are packed with events, including catwalks, discussions of changing retail and business trends, and insights about fashion’s future. This show provides something for everybody and is constantly evolving. As this year’s events wrap up, it’s exciting to see what the show might have in store for us next year. See you soon, Pure London.
Mounika Ellanti
Absolutely magazines, London’s leading fashion freemium titles from Zest Media Publishing are delighted to announce a media partnership with Pure London, the UK’s premier trade fashion event with hundreds of brands to discover over from Sunday, July 24th to Tuesday, July 26th 2016. It’s the only trade show that provides visitors with content-rich insights, buying connections and empowers retailers 365 days of the year to achieve sustainable business growth. It’s a transactional show, not just a PR showcase, you can discover the products you want and order them at the show.
With +700 brands exhibiting and a variety of show sections including menswear, accessories, premium, etc. Pure London is the place to be to discover latest trends and meet with new and international brands. A series of informative seminars will be held across all four days of the show – full timetable details here http://www.purelondon.com/fashionforum One of the most timely is What does Brexit mean for retail? The Pure Brexit Briefing which will be held on July 25th at 11am where industry leaders will explore the impact of the recent referendum on the UK fashion industry. Registration is free for this event and attendance to the show by following this link http://tinyurl.com/gllf5en
If you are attending please join us on our stand to hear about the marketing opportunities available from Absolutely and Zest Media and to meet the team, pick up a latest edition and relax!
#PureLondon