Three Type of Behavior Change: Part of the Content Strategy Basics series.
Behavior change is usually an important component of content marketing strategy. There are many types of behavior change, but you can distill these down to three that matter to brand marketers.
Behavior Change #1: Try my product.
You’re not using my product, so I will give you reasons to try it. A user may be unaware of your product or may not see it as an option. In traditional funnel terms, this is qualified lead.
The desired change is for them to try the product. This is usually bundled with awareness and/or disruption marketing that is designed to trigger an action. The action may be as simple as visiting a website or initializing a search on Google or Bing, but it is an early stage action that may benefit from activities in public relations, advertising, social media, and other related tactics. Continue reading