Many founders are familiar with this: hours of work on blog articles, countless campaign ideas - and in the end the hoped-for customer growth doesn't materialise.
The reason is often simple: Lack of strategy.
Instead of publishing content haphazardly, it is worth publishing content along the 5 levels of customer awareness (after Eugene Schwartz, Breakthrough Advertising).
This method is a game changer - especially for SaaS start-ups that want to grow efficiently.
The 5 levels of customer awareness
| Level | Customer status | Suitable content / examples |
|---|---|---|
| Unaware | Users are not aware of the problem | "How do I become a better salesperson?" / "Tips for more business success" |
| Problem Aware | Users realise that they have a problem | "How do I organise my leads?" / "5 tips for closing more sales" |
| Solution Aware | Users know that software solutions are available | "Top 5 CRM systems" / "The best affordable CRMs" |
| Product Aware | Users know your product, but are still comparing | "Bump vs. Salesforce" / "Alternatives to HubSpot" |
| Most Aware | Experts & consultants who know the market very well | Partner programmes, integration guides, in-depth features |
Where founders should start
One of the most important findings:
? Start in the "Solution Aware" and "Product Aware" area.
Why?
- Here you will meet people who Ready to buy are.
- These customers have already understood that they need a solution - they are just looking for the right provider.
- Content such as "Alternative to HubSpot" or "Bump vs. Salesforce" has a direct impact on decision-making.
Typical content formats for the start:
- Comparison article ("CRM X vs. CRM Y")
- Alternatives pages ("The 7 best alternatives to Salesforce")
- List article ("Top 10 CRMs for small businesses")
- Product detail content ("Integration with Zapier", "CRM for the construction industry")
Common mistake: Starting too early at the top of the funnel
At the beginning, many founders invest in "Unaware" contentvery general articles such as "How do I become a better salesperson?".
Problem: These users are not yet ready to buy - and the conversion time can take months or years.
If you want results quickly, you need content that Close to the purchase decision lie.
Content marketing is not a sprint
Another key factor: Timing.
- Content marketing often only becomes apparent after 5-8 months Effect.
- If you don't yet have 10 customers, you should stay away from content marketing - it distracts from more short-term measures such as cold outreach or personal conversations.
Practical relevance: Measuring content with Trackboxx
A content strategy only unfolds its full effect when it is also measurable is made. This is exactly where an analytics tool like trackboxx into play:
- Analyse bounce rate: How many users bounce immediately after the first article? → Shows whether content is reaching the right target group.
- Measure Time on Page: Do readers linger on your "Solution Aware" article or do they leave early? → Signal for relevance.
- Conversion Tracking: Which articles generate the most demo registrations, newsletter subscriptions or trial access?
- Understanding the customer journey: What content do users start with and which articles turn them into customers?
? Tip: Incorporate call-to-actions (e.g. "Request demo now") directly into your content pieces and track the effect.
Comparison: Content marketing vs. paid ads
| Criterion | Content Marketing | Paid Ads |
|---|---|---|
| Costs | Initial investment, favourable in the long term | Immediate costs per click/impression |
| Effect | Long-term traffic & leads | Short-term, as long as budget runs |
| Trust | High credibility through expertise | Less trust because of advertising |
| Measurability | KPIs such as CTR, bounce rate, conversions | Very precise via ads dashboards |
| Sustainability | Evergreen content generates years of traffic | Stops as soon as budget ends |
Conclusion & own recommendation
Content marketing only works if it strategically along the customer awareness is used.
Founders should start where users shortly before the purchase decision stand - with Solution Aware and Product Aware.
But theory alone is not enough:
- Set clear KPIs (conversions, time on page, CTR).
- Use analytics tools such as trackboxxto evaluate and adapt content on an ongoing basis.
- Combine content & paid adsto combine short-term reach and long-term growth.
Content marketing is not only becoming Traffic suppliersbut to the sustainable growth engine for your startup.
Frequently asked questions (FAQ) about content marketing and the 5 levels of customer awareness
What are the 5 levels of customer awareness in content marketing?
The 5 levels are Unaware, Problem Aware, Solution Aware, Product Aware and Most Aware. They describe how far a potential customer is in their decision-making process - from complete ignorance to willingness to buy.
Which level should I address first with content marketing?
For SaaS start-ups in particular, it pays to work with Solution Aware and Product Aware as these users actively search for a solution and therefore convert faster.
Why is "Unaware" content often not effective?
Because the target group has not yet recognised a specific problem here. Such content may generate reach, but usually no short-term conversions.
How can I measure the success of my content strategy?
With tools like trackboxx metrics such as Time on Page, Bounce rate and Conversions track. This allows you to recognise which content is generating leads and which should be adapted.
How long does it take for content marketing to show results?
As a rule between 5 and 8 monthsuntil measurable ROI materialises. This is why founders should also rely on faster acquisition methods such as ads or outbound in the initial phase.
