Growth content

Plan supporting material that meets your prospects on the path and shows them the way.

If we think it through, we know there are people who match the profile for having the SnorEraser website as an entry point: they are acutely aware of the problem, and have tried at least one solution, without success. So what about people who have the problem, and have not tried noise-cancelling as a potential solution? What about people who are living with the problem, perhaps only recently, and who have not tried solutions, or who have not yet found out that there are solutions on the market?

This is where additional “growth” content comes in. This content could be in the form of on-site blog posts, off-site articles, YouTube videos, podcasts, interviews… There are all kinds of ways to publish for little or no cost. What does the content need to do? It’s simple: to meet the prospect where they are on the path and to show them the next step!

Photo by Matese Fields on Unsplash

Let’s take each relevant step back down the path of awareness, and see what the SnorEraser brand could do to increase its permanent reach out into the world.

Working back from the website’s start point, which we could describe as “aware of alternatives, but still dissatisfied”, we might have “aware of alternatives, considering trying them”, so we could have an article answering the question, “Do noise-cancelling headphones work for snoring?” That article is designed to meet the prospect where they are (considering investing in headphones) and should first head off the current intent by showing exactly why noise-cancellers don’t work for snoring. You will notice that this content already exists on the SnorEraser site, but the context is slightly different because we are dealing with one step back up the path.

While we are there, I would definitely research all the other potential solutions people might try, some of which are mentioned on the website. So I would do a similar post about earplugs, one on white noise, and so on.