Stage 1: Awareness

Buyer's question: Who are you? Desired outcome: Brand familiarity

Content needs to...Get a target user's attention by entertaining, piquing curiosity or helping to answer a question they're researching Key channels

Offline advertising (TV, outdoors, radio, direct mail)

Search and social (paid and organic)

Partners (sponsored emails, sponsored content, webinar participation )

Word of mouth

Common formats

video

blog posts

landing pages

guides

reports

entertaining or educational newsletters

social cards

podcasts

webinars

talks

Relevant metrics

New visitors to your website

New subscribers

Brand searches

Views/impressions/audience size

A blog post that's ranking on page one for relevant search queries and driving new visitors to the website who are likely to match your persona.

A PPC or display ad with a decent click-through rate from people who fit your target persona.

New subscribers to your (nonproduct related) newsletter that fit your persona.