Here’s a quick overview—we’ll see some real life examples in the next section.

Unaware stage

· Targeted adverts that touch on a specific pain point

· Social media posts

Problem aware

· Educational content that’s findable via search engines (e.g blogs and videos)

· Social media posts + infographics

Solution aware

· Educational blogs and videos

· ‘How to’ guides and ebooks

· Planners and checklists

· White papers and reports

· Educational email campaigns

· Podcasts + webinars

· PPC/retargeting ads

Product aware

· Blogs with product guidance (‘how todo X with our product’)

· Case studies