How To Create Content For The Decision Stage Of The Buying Cycle

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How To Create Content For The Decision Stage Of The Buying Cycle

The decision stage is the final stage of the buying cycle and the first stage of the sales cycle. In this blog, we’ll explore how to create content for the decision stage of the buying cycle.

The standard theory goes that customers are around 60% of the way towards buying a product or service before they pick up a phone or send an email to enquire about a product or service.

Prior to this, potential customers spend around 60% of their overall buying experience in the other stages of the buying cycle namely: Awareness and Consideration.

During the buying cycle the potential customer travels along a journey in which they become aware of a problem, they find out how the problem can be overcome and what products and services are required to overcome that problem. 

In the decision stage, they begin to rule out the multitude of other products and services that could help them resolve their issue and hone in on one product, service or brand that they are going to commit to.

The buyer journey is like a funnel and at each stage of that funnel, the content becomes more and more specific. During the Awareness Phase, you can create content about virtually anything that’s related to your product and the pain points your potential customers may experience. This will generate loads of traffic and if you create it in the right manner you’ll find yourself continually increasing the amount of traffic you receive over the years. This is known as the compounding content effect.

You’ll often find it more difficult to come up with Consideration stage content, that’s because it’s really easy to fall into the trap of writing Awareness content without realising it.

Tips for creating decision stage content:

Focus on the brand

By this stage of the buying cycle, your potential customer already has a lot of information. They know about their problem and they know what they need in order to deal with the product. Now you need to be telling them specifically why they need to get your product or service over your competitors’ offerings.

Remember, when we’re talking about content marketing and inbound marketing it’s different from the more conventional marketing approach because instead of using the interruption method, you’re trying to provide the potential customer with something that they are looking for at each stage of the buying cycle.

Create the right kind of content for your audience

The Consideration stage of the buying journey is part of the cycle in which the customer is about to buy your product. Surely this is the most important part of the buying cycle to your business? This is the time to put some real focus on the content you’re creating.

In this stage, you might want to think about comparisons, case studies, customer testimonials, free trials etc. And remember where possible be specific about how your product overcomes the problem your potential customer has.

Use an effective close

If you’ve got your customer to this point, you’re going to want to make sure you’re effectively using calls to action in the right places to get the action you need. Either close the sale there and then, or getting them to pick up the phone or make contact with a salesperson who can do the rest.

Always write for the user, but bear in mind the searcher

OK, and after I’ve said all of the above I am perhaps going to contradict myself a little bit and say that whilst you should always create content for the potential customers, you should also bear in mind that you want the content to rank well in a search engine. So give it the best chance to rank by including all those keywords you’ve got from your SEO keyword research.

Get in touch

If you are struggling to create content in the right part of the buying cycle for your customers’ buyer journey or you want some help with your content marketing, get in touch. We’d be happy to help!

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