SaaS Content Marketing Strategy: 5 Levels of Customer Awareness

Unlocking Content Marketing Success: A Strategy Based on Levels of Awareness

Many startups waste time and money on content marketing without a clear strategy. Often, the approach is to create content on broad topics hoping to attract customers. However, a more targeted approach, based on customer awareness, can be far more effective. This article outlines a content strategy framework based on the five levels of awareness described by Eugene Schwartz in his book Breakthrough Advertising.

The Five Levels of Awareness

This content strategy centers around aligning content with your audience's level of awareness. The five levels are:

1. Unaware: The audience is not aware they have a problem.
2. Problem Aware: The audience knows they have a problem but isn't aware of solutions.
3. Solution Aware: The audience knows about potential solutions but isn't aware of specific products.
4. Product Aware: The audience knows about your product but doesn't know its benefits or how it compares to alternatives.
5. Most Aware: The audience knows your product well and is often an expert in the space.

Applying the Levels of Awareness to Content Creation: A CRM Example

Let's consider a hypothetical CRM called "Bump" and how you might create content for each level of awareness:

Unaware

• Target broad, general keywords.

• Examples: "How to get more business," "Entrepreneurship," "How to be a better salesperson."

• Goal: Attract a wide audience and introduce them to potential problems they may not realize they have.

Problem Aware

• Target content towards the problems your product solves.

• Examples: "How to organize your sales leads," "How to close more deals by staying organized," "How to use software to help you close leads."

• Goal: Educate people about their problems and hint at potential solutions.

Solution Aware

• Target keywords related to the type of solution your product offers.

• Examples: "What are the top five CRMs?" "What are the cheapest 10 CRM systems?" "What's the best CRM for XYZ industry?"

• Goal: Position your product as a viable solution among competitors. Include Bump in these lists.

Product Aware

• Create content comparing your product to competitors.

• Examples: "Bump vs. HubSpot," "Bump vs. Close.com," "Bump vs. Salesforce."

• Alternative to articles: "Alternative to HubSpot," "Alternative to Close.com," "Alternative to Salesforce."

• Product Detail Content: "Integrating Bump with Twilio," "Building your lead list with Bump."

• Goal: Help people who know about your product understand its features, benefits, and differentiators.

Most Aware

• Focus on partnerships and industry relationships.

• Goal: Recruit agencies and consultants to recommend or implement your product for their clients.

Where to Begin: Focusing on Conversions

For early-stage startups with a few customers, the most effective content focuses on driving conversions. Start with content for solution-aware and product-aware audiences. These individuals are actively seeking solutions and are closer to making a purchase decision.

• Solution Aware: They are searching for solutions, so show them why a CRM is the best fit

• Product Aware: Once they find your solution, help them understand how your product solves their needs.

Avoid focusing on the "unaware" audience initially, as it can take a long time to convert them. While the most aware segment is valuable, it's often more effective to target them through direct outreach and partnerships.

Content as Education, Not Just Marketing

Even if you're using other marketing channels, creating product-aware and solution-aware content is still important. Prospects will likely compare your product to competitors, so provide the information they need to make an informed decision.

When to Avoid Content Marketing (Initially)

Founders who haven't yet acquired their first 10 customers may find content marketing a distraction. Focus on quicker, more direct methods like cold outreach and forum participation to prove product viability. Content marketing requires time and investment, with results typically appearing months later. Prioritize efforts that generate immediate feedback and customer acquisition.

Resources

MicroConf Remote is a resource for early-stage marketing. Check out microcomremote.com for upcoming events. You can also consult The SaaS Playbook for additional marketing strategies.