Create Content for Every Phase of the Buying Cycle

Written by Nick Stamoulis

When it comes to creating content for your business website, there are a few approaches that can be taken. First of all, the copy on your pages may read a little bit differently than the articles you may place on the blog. You also might have different pages on the site, such as FAQ content, videos, and possibly even product descriptions, depending on the nature of your business.

As it turns out, having multiple types of content, each with different purposes, is a good thing. In fact, all business websites should have content that is meant to service each phase of the buying cycle. Businesses need to understand the details of their buying cycle so that they can create the best content possible for each of them. Here’s more information about this:

Get to Know the Phases of the Buying Cycle

Every business has a unique buying cycle. Although the phases may be the same for every business, the details will change depending on a variety of factors including audience, whether or not it is a B2C or B2B business, demographics, market environment, and more. Here’s a look at each of the phases:

Awareness Stage

Awareness is the moment when a customer is aware of a need or a desire that they might have that they want to fulfill. This could start as a problem that the individual has that they know they need to solve.

For example, if a graphic designer is frustrated by certain features in their design program, they will simply be aware that they are frustrated. In this stage, people spend time defining the problem.

There is some content you can offer the audience that is in this stage in order to attract their attention. Here’s a look at what you should do to help them while they are in the awareness stage:

  • Describe the problem. What problems do your products or services solve? You should have adequate content that goes into more details about this. Your goal is to make them understand that they have the same problem.
  • Introduce the solution. As the customer moves out of awareness, you will want to begin to give them some content that explains that your products or services are the solution to their problem.

Consideration Stage

This phase happens immediately after it is realized that a solution is needed. In the example above, the graphic designer now may be actively looking for a better software program that better suits his or her needs. Here is a look at the type of content you can deliver to help

  • Introduce the solution. This type of content is the same as in the awareness phase. Introducing your product or service as the solution is needed late in the awareness stage and early in the consideration phase. This content takes a more generalized approach.
  • Give details about the solution. You would also want to create content that goes into more detail about the ins and outs of using your product or service as the solution.
  • Proof-oriented content. Those in the consideration stage need content that offers proof, such as data, testimonials, and case studies.

Purchase Stage

Simply put, this is the phase where the customer is ready to buy. This content should be centered around the offer itself and what they get with their purchase. This is the time to share a sales page, so essentially the content itself will be information about your offer, plus the sales page. After this, you will create content designed to keep people engaged with your brand so that  they will become repeat customers.

As you can see, there are different types of content that can service each stage of the buying cycle. The details, such as the way the content is delivered, will differ depending on the business.

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