In this episode of Awtana Amplify, we had the opportunity to speak with Mateo Folador, a recognized expert in growth and digital content. During the conversation, Mateo shared several innovative strategies that are transforming the digital marketing landscape and how brands interact with their audiences.
One of the key points discussed was the importance of creating authentic and relevant content that resonates with the target audience. Mateo emphasized that, in an information-saturated environment, brands must differentiate themselves through authentic narratives and personalized experiences that truly capture the attention of consumers.
We also analyzed how content serves not only to attract new customers, but is also essential in building long-term relationships. By providing continuous value through content, brands can foster loyalty and trust among their audiences. This includes engagement strategies aimed at driving meaningful interactions and continuous customer feedback.
Finally, the Awtana team explored examples of brands that have successfully implemented these strategies, highlighting how data analysis and content adaptation based on user preferences are crucial for sustainable growth in the digital world. The conversation made it clear that, moving forward, prioritizing the customer experience and engagement will be essential for any brand looking to stand out in the market.
From awareness to desire: the customer journey through content
Many customers are not ready to buy when they discover your brand. In fact, only 3% of them are in an active buying phase. This means that a large portion of your target audience is at various stages of the customer journey, from initial awareness of a problem to the decision to purchase a solution.
Through well-crafted content, you can guide users through each of these steps. Here is how the process works:
- Problem awareness:
- Initially, users may not even realize they have a problem. Your content should help educate them about their situation, asking thought-provoking questions.
- Solution research:
- Once they identify the problem, they begin searching for potential solutions. Here, you can offer content outlining different options and explaining how your product or service fits their needs.
- Evaluation of options:
- At this stage, users compare different alternatives. Provide reviews, testimonials, and case studies that demonstrate the effectiveness of your solution in real-world scenarios.
- Purchase decision:
- Finally, the user is ready to make a decision. Here, it is crucial to have clear, compelling calls to action that streamline their purchasing process.
Effective content strategies can include:
- Blog posts addressing common questions and audience pain points.
- Explainer videos showing how your solution works.
- Infographics summarizing key data about the problem and available solutions.
Trust and credibility are what truly sells
Creating content that answers questions, clarifies doubts, and handles objections is a key strategy for building trust with customers. When a prospect searches for information, they do so because they have a need or a concern. If the content they find provides clear answers and effective solutions, they will feel more confident and be more inclined to advance toward a purchasing decision. As Mateo puts it, "you don't sell; you offer solutions to problems." This phrase captures the essence of successful sales: it is not about forcing a purchase, but about connecting with customer needs and providing a real, valuable answer. When customers perceive that the focus is on helping them rather than simply selling something, their level of trust and engagement increases significantly. If the customer's pain point or need is real, they will be willing to pay for the solution that best solves their problem. People do not buy products or services simply out of a desire to spend money; they invest in what delivers a tangible benefit or helps resolve a pressing issue. Therefore, understanding customer pain and demonstrating how your offering can relieve it is key to converting interest into action. Cold vs. warm audience: why content saves sales effort
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One of the greatest challenges in sales is taking a prospect from complete unawareness to a purchase decision. This is where the distinction between a cold audience and a warm audience comes into play, along with the crucial role that content plays in this process.
A cold audience consists of people who do not know you yet or do not have enough information about your product or service. They have not developed trust in your brand, nor have they identified a clear need motivating them to buy. Trying to sell directly to this group requires substantial effort, as they have not yet gone through the educational process needed to appreciate your value proposition.
On the other hand, a warm audience consists of individuals who have already engaged with your content, learned about your solution, and developed a positive perception of your brand. These prospects are much closer to making a purchase decision because they have been guided through a process that gave them confidence and clarity regarding what you offer.
Content is the key tool for transforming cold audiences into warm audiences. The more exposed a prospect is to your ideas, the more trust they build, and the easier it is for them to make a buying decision. Rather than relying solely on persuasion during a sales call, content allows prospects to arrive educated and convinced, thereby reducing friction and sales effort.
When you create strategic content, you not only attract interested leads, but you also educate before selling. This means that by the time a prospect reaches the point of purchase, they have already gone through a learning process that leaves them feeling confident and ready to take the next step. In other words, content works for you—qualifying and preparing customers before they ever need a direct conversation with your team.
Investing in content not only facilitates sales, but also improves lead quality, optimizes sales cycles, and allows you to scale your business without relying exclusively on individual persuasion efforts.
Content is not just a marketing tool, but a strategic engine that drives relationship building and revenue generation. Through authentic and relevant content, brands can educate, attract, and retain their audiences, guiding them along their journey from discovery to the purchasing decision.
The focus should not be on aggressive selling, but on providing real solutions to real problems. As Mateo Folador noted, "you don't sell; you offer solutions," and it is precisely this philosophy that turns a cold audience into a warm audience. When customers perceive that content delivers value, addresses their doubts, and brings clarity, their trust in the brand increases, facilitating conversion without requiring intense persuasive efforts.
Furthermore, content enables companies to optimize their sales process, reducing friction and accelerating purchasing decisions. In an environment where only a small percentage of buyers are ready to purchase immediately, having a well-structured content strategy is key to nurturing prospects through every stage of their decision-making process.
Ultimately, well-crafted content not only informs, but persuades and retains. It is the foundation for building a resilient brand, establishing credibility, and converting interest into action—ensuring sustainable growth in the digital landscape.
