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This is difficult for only one reason: You have to decide what that path will look like. You have to figure out the ideal way that a stranger becomes familiar with you, learns to trust and value you, and ends up making a purchase. Your content path — the string of experiences you create — teaches new audience members all about why your offer is special, the benefits of working with you, and the reasons they’ll want to move forward with your product or service. Don’t look for simplistic “formulas,” because each of us has a unique combination of audience, expertise, and offer. Figure out what would make sense for your people, given what you have to offer them and the content you publish.




For most of us the best way to get started is to philippines photo editor take a guess on what that path could look like — then refine it based on observation. So your content path might look like: Blog post  free ebook email subscription  smart autoresponder  relevant offer But your friend’s content path could look more like:  product  more expensive service And another person’s could be: Facebook ad > Messenger chatbot > white paper > email subscription > webinar > appointment > client contract Build your content paths one at a time, and see how they work. You may end up adding some steps, subtracting others, and adding thoughtful automation to deliver a more personalized experience.



You can also construct multiple paths for different kinds of buyers. What’s the next step closer to you? Remember the first rule of content paths (and no, it is not “do not talk about content paths”): Every step you ask for should lead the audience closer to you. Paths are simply suggestions. Your audience will move backward or forward based on what they feel like doing. And that’s great. But you don’t want to ask them to move backward. So normally, you wouldn’t include a call to action on your blog post to go “Like” your Facebook business page. That’s further away from you, given that in 2018, businesses often need to pay Facebook just to get our page “fans” to see our work at all.