Content media

How to Create Content for Different Purposes: Branding, Sales, and Loyalty

We often talk about creating content and repurposing it using different channels, like blogs and social media. What isn’t often mentioned is how to create different types of content, for different stages of the sales funnel: branding, sales, and retention.

Each end goal may require a different type of content. For example, you might need content designed to bring people closer to a sale; make you more memorable (branding) or help you retain your customers (loyalty). Usually, in your marketing funnel, your target audience is in one of these three stages:

  1. Awareness (awareness of your brand)
  2. Consideration (considering your solution)
  3. Decision (to purchase from you).

The content that the customer must consume at each stage differs. But the first hurdle, as noted by Devin Reed, Content Strategy Manager at Gong, is simply making all your marketing messages relevant to the consumer: “When it comes to creating engaging content, it has to be relevant. , insightful and actionable. This is essential if you want to attract – and keep – their attention. Unfortunately, most B2B companies focus on themselves, especially their product/service, and as a result, their content is boring and does not influence how their audience thinks or acts.”

Let’s take a closer look:

Being memorable, or staying on top, can be achieved by using humor, talking straight to your competition, or using viral content on social media. But my favorite is to use CTV, or call for value, to create content with the goal of educating. Become an authority in your space. As Reed says, “Strive to create different content. Our strategy was not to create a better sales blog, but to create a different sales blog by including research from our proprietary database.


After educating your audience, your prospects are in the thinking phase. Next, the content should evolve into the call to action (CTA); content with the intent to sell – triggering a click – moving closer to desire or further away from pain with strong copy. Reed says, “As buyers move from awareness to consideration, I begin to present our solution. Then, as buyers move towards decision, that’s where I lean heavily on the customer testimonials and social proof.The content is more focused on how our customers specifically use Gong to solve various challenges.


Your end goal shouldn’t just be to make a sale. Instead, it should be about creating long-term loyal customers. Here are three methods you can implement today for better content retention:

  1. Use storytelling in your marketing: Customer-centric stories win. Describe how your product/service provided a business with a solution that delivered results.
  2. Publish quality content regularly: Creating a blog these days is crucial. In addition to helping you rank higher on search engines, it allows you to build trust with your ideal customers and create a unique voice for your brand.
  3. Continue to educate your audience :Having a separate section for unique studies and stories (not blogs) is a way to stand out, and it’s one of the best ways to regularly introduce yourself to your audience. Try different mediums, like podcasts, vlogs, guides, and case studies.

Now let’s focus on a topic that is often overlooked. Retention marking.

Do you pleasantly wave goodbye to customers when they choose to leave, or point a sword at their back, making them walk the board while they watch the sharks below?

Even after losing the battle – when a customer cancels their membership or unsubscribes – the psychology of user relocation is paramount. Just like an aftertaste, a drink can leave you – the onboarding experience can make or break your brand reputation. An unreasonable diaper at the end of a trip can cause friction and leave a sour taste.

Making it hard for customers to leave your product is unethical and usually does more harm than good. There is a way to make someone smile even as they are about to unsubscribe. AppSumo’s message about canceling a subscription is a good example: the unsubscribe screen reads “Looks like you’ve had enough of us (hard but fair).” A little thing like that can take a stressful process and make it more enjoyable. It’s a reminder of what brands should do: let you go with a smile, remembering them in a positive way.

This is brand retention. If you still want to leave, you left smiling. If you changed your mind, you stayed smiling. You smiled anyway, and that’s important.

The opinions expressed here by columnists are their own, not those of