Mapping content to every stage of the buying journey

EZRA is a digital coaching platform born out of WorkLifeLabs – an innovation lab by LHH exploring ideas and technologies that will change the industry for a generation. 

As a B2B2C business, EZRA target audience was primarily senior HR and L&D professionals within large enterprises such as Nestlé, McDonalds and Kraft Heinz. 

To crack this segment, we needed to convince them to take a bet on a new innovative technology over traditional coaching or L&D solutions. Put simply, this is how we thought about the role that content played in moving our prospects down the funnel.

Awareness Stage

Our first goal was to drive traffic to EZRA’s website by publishing SEO-optimised content that addressed some of our audience’s most pressing challenges. We did this by creating educational resources and gated content, sharing best practices about leadership development, team culture, and retention.

Consideration Stage

Once we had their attention, we wanted to convince them that digital coaching was the right solution for them. To address this stage of the buying journey, we produced case studies with EZRA’s clients, hosted webinars and published articles about digital coaching.

Decision Stage

It wasn’t enough to just persuade EZRA’s prospects that coaching could solve their challenges. We needed to convince them that EZRA provides the best solution out of all providers. Now it was time to get into the details and sell the product and technology. So we created how-to tutorials, published data showcasing the ROI, and created user-generated content, with the ultimate goal of getting them to book an explorative call.

I hope this sparked some ideas for how you can use content to move prospects down the buying journey. To learn more about how you can use content to drive interest and leads, book a call.