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The kind of content you create depends on your audience's needs at different stages in the buyer's journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience's goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.
In stage one, the consumer is aware of their problem and need to fix it. This would be a great opportunity to use an infographic or an easy-to-follow video to capture attention and develop interest.
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