CONTENT FOR EVERY STAGE OF BUYER’S JOURNEY

Buyer’s journey is the process during which your prospects learn about your products or services, evaluate them and ultimately make the purchase decision. The process consists of three stages: Awareness, consideration and decision. In this blog we will explain which types of content best fit each stage of the buyer’s journey.

Awareness

During the stage of awareness your prospects become aware of a challenge or problem they have. They also consider whether the challenge should be a priority.

The information they seek during this stage is about defining the problem and obtaining more information about it. Therefore, your content aimed at prospects who are barely learning their challenges should focus on defining and describing the problem.

Make sure you don’t make the mistake of promoting your product or service during this stage – the prospect is not yet ready to think about buying, and would consider it as spam. Instead offer free guides or tutorials.

The consideration

Arriving at the stage of consideration your prospects are aware of the challenge they have, and are looking for information on possible solutions. They have also decided to take action, but they still don’t know how to solve it. It is still too early to talk directly about your product, but during this stage you should generally talk about the type of solution you have for your problem, and why they should choose that solution, and provide educational content such as eBooks or subscriptions.

The decision

The last stage is the decision. Your prospects have already researched and obtained information on various types of solutions at your disposal, and it’s not until now that you have to ensure them of the superiority of your product – whether with technical details or comparisons with the competition.

In order to plan your content according to these stages, you have to define which stage your prospects are in.

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