The 3 Phases of the Customer Journey in Content Marketing

Content marketing is a game-changer for businesses offering high-ticket products or services. However, unlike impulse purchases, converting leads into customers in this space often takes time - sometimes weeks or even months.

Let’s dive into why this is the case and how you can optimize your strategy for better results.

The Three Phases of the Customer Journey

High-ticket sales typically follow a distinct customer journey, which can be divided into three main phases:

1. Discovery Phase

This is the first point of contact where potential customers encounter your brand. Whether through social media reels, blog posts, or viral content, the goal is visibility. Your content should grab attention and communicate a clear opportunity - your ability to solve a specific problem.

• Goal: Create content that piques interest and generates awareness.

• Key Metrics: Reach, impressions, and engagement.

At this stage, audiences may not even know they have a problem or they have no immediate intention to solve it. Your objective is to help them understand the problem and the potential solutions.

Best Content Channels and Tactics:

• LinkedIn posts

• YouTube Shorts and Instagram Reels

• Content syndication

Content syndication is the process of republishing or distributing your content on third-party platforms to increase visibility, drive traffic, and reach new audiences.

• Personal brand building

• Homepage/About Us sections

Triggers for the Next Stage:

• Highlighting painful problems and frustrations

• Peer influence or recommendations

2. Indoctrination Phase

In this phase, potential customers engage deeply with your content. They explore your expertise, watch videos, listen to podcasts, and read testimonials. This process builds trust and positions you as a credible authority.

• Goal: Develop trust through consistent, high-value content that addresses customer pain points and aspirations.

• Key Metrics: Time spent on site, returning visitors, and content consumption.

This phase is where trust-building content comes into play. Share better information than your competitors while maintaining an approachable tone. Your content should foster demand and show why your solution fits best.

Best Content Channels and Tactics:

• Content hubs and blogs

• Social selling

Social selling is the practice of using social media platforms to build relationships with potential customers, engage with them directly, and guide them through the buying journey by providing value and addressing their needs, ultimately driving sales.

• Partnerships

• Live events and webinars

• Gated guides

• Community-building efforts (takes many resources, and you should have a dedicated person running the community at some point!)

• Product/service pages

Triggers for the Next Stage:

• Providing checklists or guides to make buying decisions easier

• Showing clear examples of solutions

3. Conversion Phase

After weeks or months of interaction, the customer reaches a tipping point - they’re ready to act. This decision is often triggered by a combination of trust, urgency, and a clear call to action (CTA).

• Goal: Motivate action through compelling CTAs, live demos, or exclusive offers.

• Key Metrics: Conversion rate, lead-to-sale ratio, and ROI.

At this stage, the audience is problem-aware, comparing solutions, and ready to make a purchase. Your job is to remove any remaining objections and provide evidence that you’re the best fit.

Best Content Channels and Tactics:

• Google ads and ABM outbound campaigns

• Demo ad campaigns

• Case study campaigns

• Private events

• Retargeting video ads

• Pricing pages

Triggers for the Next Stage:

• Addressing concerns about pricing, features, team credibility, and processes

Why Patience is Key

The journey from discovery to conversion can take anywhere from 60 to 90 days. For some customers, the timeline may be shorter if their need is urgent, but most require time to evaluate options and feel confident in their decision.

This timeline reflects human behavior - few people invest in high-ticket items without first building trust. They need to understand your value proposition, see the proof of your results, and feel assured that you can solve their problem.

The Power of Parallel Content

One common mistake businesses make is focusing too heavily on one phase of the journey. For example:

• Overemphasis on Discovery: Producing viral content without follow-up results in fleeting attention.

• Overemphasis on Indoctrination: Deep content without visibility means no new leads.

• Overemphasis on Conversion: Aggressive CTAs without nurturing can alienate potential customers.

A successful content marketing strategy addresses all three phases simultaneously!

Building Your Strategy

To create a balanced approach, consider these tactics:

1. Discovery Content: Leverage high-reach platforms like LinkedIn, Instagram or YouTube for viral content that draws attention.

2. Indoctrination Content: Publish long-form articles, case studies, and in-depth videos to nurture leads.

3. Conversion Content: Incorporate strong CTAs in email campaigns, webinars, and targeted ads to close the deal.

Setting Realistic Expectations

When starting with content marketing, it’s crucial to understand that the process takes time. While you may see some immediate conversions, most results will come after consistent effort over several months.

• Short-Term Wins: Optimize for quick sales by leveraging existing networks and high-urgency leads.

• Long-Term Gains: Build a sustainable pipeline by continuously feeding the customer journey.