Between-Transaction Content Test
Use content to remain useful and memorable when customers are not buying.
- Difficulty
- Moderate
- Time to result
- ~months to results
- Steps
- 5
- Confidence
- 97%
The test starts by locating the intervals when a customer has no immediate reason to transact with the product. The company then asks what useful, entertaining, or emotionally meaningful content could serve that person during those intervals. Media and content are separated conceptually: media provides reach, while content is the substance that flows through a channel and builds connection. Repeated content consumption can form a habit, preserve mental availability, and make the company part of the customer's daily life before the next transaction occurs. The approach also offers a way to assess content or media acquisitions: the strategic asset is not merely a pipeline of immediate leads, but the talent and capability to sustain audience relationships over time.
Origin
Extracted from Marketing Against The Grain during a discussion of why technology companies acquire content and media businesses.
Core principles
- 01Customer relationships extend beyond transaction moments.
- 02Media supplies reach while content carries value and meaning.
- 03Useful content can build habits and preserve mental availability.
- 04Emotional connection reduces dependence on functional differentiation.
- 05Content capabilities should be evaluated as long-term strategic assets.
How to run it
- 1
Map non-transaction moments
Identify when customers are outside the active buying or usage occasion but may still have adjacent needs.
Pro tip Start with the longest gaps in the customer lifecycle.
Watch out Do not assume customers want more product messages during these gaps.
- 2
Find an enduring audience need
Determine what the audience wants to learn, feel, discuss, or accomplish between transactions.
Pro tip Research the audience independently of the current product funnel.
Watch out A topic chosen only for keyword conversion will rarely build a durable habit.
- 3
Separate content from reach
Design the valuable content first, then select the media channels that can distribute it effectively.
Pro tip Adapt the format to the channel without sacrificing the core value.
Watch out Buying reach cannot compensate for unremarkable content.
- 4
Build recurring engagement
Publish on a dependable cadence and create formats people want to revisit.
Pro tip Use newsletters, podcasts, video, or community programming according to audience habits.
Watch out One-off campaigns do not create sustained mental availability.
- 5
Measure the long effect
Track repeat consumption, engagement, retention, and future purchase behavior rather than only immediate conversion.
Pro tip Use cohorts to compare content-engaged and non-engaged customers carefully.
Watch out Do not force every content interaction into a short-term lead target.
In the wild
A travel platform recognizes that customers may go months without booking. It publishes recurring destination stories and practical trip inspiration that remain useful between journeys, building familiarity until the next long weekend or holiday.
→ The platform stays top of mind despite an infrequent transaction cycle.
Common mistakes
Treating content as an immediate lead engine
The framework aims to build habitual engagement and emotional connection, which may precede conversion by months.
Confusing distribution with substance
Media reach can expose people to content, but reach itself does not create a valuable audience relationship.
Is it for you?
Best for
It is best for businesses with long gaps between transactions or weak habitual engagement.
Not ideal for
It is not ideal when the proposed content has no authentic connection to the audience's continuing interests.
From the transcript
“Two, every business, every product company is trying to find what do I do in between the moments of transactions, right? How do I stay…”
“Same way in any platform, trying to build habits, there is no other lever outside of content.”
“I have my definition of media is something that gives you reach. Yeah. But content is the oil that flows through.”
From the episode
Place Your Bets (On Media, Community, And Brand) With Mayur Gupta
Mayur Gupta