Gain More Customers By Creating Content For Each Buying Stage

blog graphic showing website content and customer

June 30, 2020

Creating content for each buying stage offers several benefits like gaining more customers, generating leads, and improving your website’s rankings in Google results. By using the buyer’s journey to guide your strategy, your content will actually speak to what your audience needs or wants rather than just guessing.
Based on David Crane’s article on CMSWire, here are the most effective ways to create content for each buying stage so you can gain a greater return on your investment.

Why Buying Stages Matter

In general, the buyer’s journey has four stages, however, keep in mind that this isn’t always the case for every business - your product or service may have more stages. Additionally, prospects often don’t go through these stages in a linear progression and will jump between stages or may skip some stages entirely.
The buying stages simply help to organize a strategy and ensure that the content is consistent, relevant, and valuable throughout the prospect’s problem-solving process. 
Here are the different stages that prospects can go through before making a purchase:
  • Awareness: The customer becomes aware of a problem or need
  • Interest: They seek out information to find a solution
  • Consideration: They evaluate specific products or services
  • Purchase: They make a decision on what to buy
Now that you understand buying stages, the next thing you should know is how to go about finding out what kind of content you need to produce to appear in Google results at each stage.

Content For Each Buying Stage

Every piece of content you produce should be tailored to a particular buying stage. However, make sure to have enough content for each stage so you’re able to effectively engage a prospect no matter which buying stage they’re at.
See how you can create content for each buying stage so you can reach more prospects.

Awareness Content

Create high-level, educational content for the awareness stage. Since prospects typically conduct research at this stage, don’t focus on products or even solutions just yet. Instead frame their problem in a way that aligns with your value proposition and general messaging. Awareness content should build your brand’s credibility and make you appear as an authority within your industry.

Interest Content

At the interest stage, prospects have a basic understanding of their problem so your content should explain the solutions available to them. “How to” content is commonly used at this stage.
When creating interest content, make sure to continue developing brand credibility and describe the solutions in a way that connects to your specific products/services.

Consideration Content

Now that the prospect is at the consideration stage evaluating products/services, the content should bridge your product/service value propositions to the solutions and challenges discussed in previous content.
Furthermore, consideration content should explain and highlight how your solutions work and what benefits your product/service offers. Back up your claims by using real customer quotes and results.

Purchase Content

Your content efforts shouldn’t stop once a prospect becomes a customer. Content for the final buying stage should help customers get more value from their purchase and realize how additional investments would produce an even greater return, all while making them feel valued and appreciated.
Purchase content should strengthen customer relationships, help customers use your product/service more effectively, create brand ambassadors, drive repeat business, and generate interest in additional or upgraded solutions.

Boost Sales with Content Marketing

Creating content for each stage of the buyer’s journey is essential for driving more website traffic and converting prospects into customers. However, not every business has the in-house resources to dedicate to content marketing which is why partnering with a digital marketing agency can be the right move.
Sales & Marketing Technologies is a digital marketing agency in the Orlando, Florida area that works with businesses to develop content marketing strategies that attract more customers and elevate branding. From strategy and creation to optimization and analytics, we’ll help your business grow through the power of content marketing.
Call 407.682.2222 or fill out the contact form below to schedule a free 30-minute call!

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