In the Awareness stage, I currently work with three types of content.
1. Blogs - aiming to attract new visitors to our website using SEO. The topics typically cover something new in our field, or a problem presented by some customers, and/or related to the solutions we sell.
2. Social media campaigns - The purposes vary according to the channels. On Instagram, I try to inform about the variety of solutions and inspire both existing and new customers. Meanwhile, LinkedIn is primarily used for branding purposes.
3. Articles and editorials on other well-known sites in our niche (paid content but produced by ourselves). This, actually helps in both stages (awareness and consideration).
In the Consideration stage, we offer Downloadables such as datasheets, product brochures with detailed information about the product, presentations, etc. Additionally, we publish showcases of our projects, including quotes and recommendations from clients (client interviews). For showcases, I typically use different kinds of formats—photo, video, and text.
In the Decision stage, we provide personalized solutions, which typically involve more sales-oriented actions such as sending product samples for testing and offering personalized consultancy with visits from our account manager.