What is the primary goal of content during the user journey's awareness phase?

In the awareness phase of the user journey, the primary goal of content is to educate potential customers. At this stage, individuals may not yet be aware of a specific solution to their problems or may not even know they have a problem that needs addressing. The content produced in this phase should aim to inform and raise awareness about a topic, issue, or need that the target audience might have. By providing valuable, informative content, brands can capture the attention of potential customers and introduce them to their offerings in a way that aligns with their current understanding and needs.

The focus at this stage is on creating content that helps potential customers gain knowledge and insights, ultimately leading them to consider various options, including the brand's products or services, as they progress through their buyer's journey. Thus, the primary objective is educational, setting the groundwork for future engagement and consideration.