Awareness Stage Content
In one sentence
Material that helps someone recognise they have a problem, before they are ready to solve it.
Analogy Mental model
A doctor saying a symptom you had ignored is worth taking seriously. The job is recognition, not prescription.
In practice What you actually do
Informational queries, broad and unbranded. Articles, explainers, videos, industry data. Success is new visitors and shares rather than conversions, and the call to action is a next question rather than a purchase.
Where people get burned Pitfalls
Pitching at this stage repels people. The reader has only just learned they have a problem and is not yet choosing a supplier. Give the answer, and be the name they remember when the choice arrives.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →