If you’re not optimizing your content for each stage of the buyer journey, you’re missing valuable opportunities to connect with and relate to potential customers — to meet them exactly where they are.

Someone who only knows that they’re frustrated with their lagging internet speed is going to be looking for completely different information than someone who’s trying to choose between 3 different service providers.

Put yourself in your customer’s shoes and consider what would really be helpful to them while they’re researching, looking for benefits, weighing their options, or when they’re ready to take the plunge and buy.

Giving true value through your content is just another opportunity to build trust and start a relationship with your brand.