CONTENT TO SUPPORT THE CUSTOMER JOURNEY |
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Content Phase |
Awareness Phase |
Consideration Phase |
Intent Phase |
Decision Phase |
Construction Phase |
Warranty Phase |
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Buyer purpose and mission |
Education |
Identify needs and wants; Build long list of builders |
Clarify wants and needs; Reduce long list to short list |
Prioritize builder list; Buyer will select builder she wants to work with |
Get best possible value from selected builder |
Try to get as much as possible for what they are specding |
Prioritize builder list; Buyer will select builder she wants to work with |
Buyer behavior to be expected |
Buyers are seeking education; Looking for third party endorsements and referrals |
Based on the content the Buyer has studied, awareness of solutions and features available and of builders providing solutions |
Buyers have identified and are committed to solving pain points; Focused on which builder will provide best solutions |
Buyers are comparing builders and seeking validation for their short list; Ready to select a homebuilder |
Buyers have selected homebuilder and are committed to working to achieve their solutions/goals |
Demanding, suspicious, not really understanding the construction process |
Abandonment issues and concerns |
Buyer will require this type of information |
Vendor-neutral content. E-books, guides, expert content, whitepapers, educational content, curated articles of interest |
Branded checklists, branded videos, checklists, infographics, homesite amenities, latest features and technologies |
Comparison whitepapers,expert guides, checklists, live conversations, webinars, podcasts, videos |
Builder comparisons, feature comparisons, testimonials, "Why buying from XYZ Builder is a Smart Choice", validation for the choice about to be made |
Entrée into home building, processes, products, features, color choices, introductions to construction company players |
Changing specifications, reading design articles, talking to friends about products. |
Assurances, comfortable that they will be taken care of. |
Use these buzzwords and relevant terms in the content |
Issues, resolve, energy, efficiency, DOE, EnergyStar,technology, learn, study, educate |
history, reputation, troubleshoot, risks, upgrade, improve, optimize, prevent, learn, identify, diagnose |
solution, provider, service, supplier, tool, device, technology, appliance, choose, select, systems |
compare, versus, vs., comparison, pros and cons, benchmarks, review, test, product,brand name |
smart, systems, team, cooperative, effort, choices, custom, customize, personal |
trust, faith, smart, systems, team, cooperative, effort, choices, custom, customize, personal |
future value, appreciation,worth, esteem, smart, value |
First marketing piece for category |
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Second marketing piece for category |
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Third marketing piece for category |
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Fourth marketing piece for category |
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Fifth marketing piece for category |
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PRINT:Landscape, Margins=Minimum, Scale=95% |