The Customer Path to Purchase and the Marketing Funnel consists of stages.
Awareness > Consideration > Conversion > Loyalty/Advocacy
I am a HUGE fan of this idea and I not only post about it frequently on my Instagram @ecommqueen (follow me) I also develop strategies for my clients based on this model. Why? Because it works. Think about it. Lower funnel marketing tactics cost more because they are closer to converting. Why would I want to pay the same amount of money to introduce a new person to my brand, when I know, chances are they will need MULTIPLE TOUCH POINTS before they decide to buy/convert. Be strategic with your marketing budget. Fill that funnel through building awareness and walk them down that path to purchase. Then, create the opportunity for them to love you and share you with their friends.
In the awareness stage users may or may not know they need you. The Consumer Mindset is: How do I know if I’m interested if I don’t even know you exist?
The goal of awareness is to identify the need and create familiarity. Convince your audience that your product meets one of their motivational drivers.
Think about Maslow's Hierarchy of Needs pyramid. The more basic the need, the greater the priority it is to consumers. You buy food when you're hungry, protective gear to feel safe, brand-name clothing to look stylish, education to enable accomplishment and self-improvement to reach self-actualization, If you can convince consumers that your product or service meets one of their motivating drives, you can convince them to buy what you're selling.
As a business or marketer your role in this stage is to create awareness of your product, service, brand, or company, so that your audience begins to understand what you do, and how you can help them. Your content should be focused on your buyer’s pain points.
Get to work. Go define what content and platforms fit the needs of your audience in the awareness stage.