Tips for producing and managing content for your online audience

Creating content is one of the most effective ways to build relationships with your audience, promote your products or services, and grow your brand. But with so many platforms, formats and tools available, it can be hard to know where to start – or how to stay consistent. Whether you're writing blogs, posting on social media, or creating videos, this guide will help you match the right content to each stage of the customer journey and manage your production more easily.

Match your content to the customer journey

Awareness stage: spark interest and trust

At the start of the journey, your goal is to get noticed. People aren’t ready to buy yet – they’re simply becoming aware of a challenge or exploring something new.

Create content that informs, educates, inspires or entertains to introduce your brand and build trust. This could include:

• Blog posts, guides or checklists
• Infographics or explainer videos
• Social media posts that share tips, stories or inspiration

Avoid the hard sell here – instead, include soft calls to action like “learn more” or “follow us” to guide next steps.