The objective in this stage is to educate your target audience NOT about your product but raise the awareness of the target audience about the consequence of not addressing their challenge (PAIN). Or letting them visualize the benefits (GAIN) of realising their goals.
Various forms of content (articles, videos, infographics, podcasts, worksheets etc) can be presented to your target audience using various means (ads, email, messaging, social sharing, remarketing), creating different touch-points across different mediums. This process is also sometimes called lead nurturing.
Content varies along the funnel because the audience is moving from the stage of being problem unaware, to being problem aware, to being solution unaware to being solution aware.
Content helps to move the target audience from being problem aware, to solution seeking. From just starting to KNOW your brand, to LIKING your message, to TRUSTING what you tell them.
With marketing automation tools like Infusionsoft. we are able to track and record our target audience’s interaction with our content: email opens, link clicks, web-page visits, articles read, ads clicked and so on. And also track interest in specific topics and send to the audience only what they are interested in seeing.
As the target audience moves over the TRUST curve, they are ready to move to the next stage OFFER.