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How to Produce Content According to The Buying Cycle or Buyers Journey?

Kalinga Digital Marketing Devision
2022.4.25

“CONTENT IS THE KING”

Have you ever heard the above saying? Anyone who invests in digital marketing will agree with the above statement.

But if you don’t know how, when, and what to create your content King won’t be a real king.

So we are going to share with you a simple method that can be helpful to crown your Content as a true King in this competitive online business world.

In one of our previous articles, we talked about the basics of Content Marketing.

What is Content Marketing?

Content marketing can be simply summarized as producing content that helps you to generate more sales or leads.

We are in an extremely competitive business world.

Every minute businesses are creating millions of online content for different media platforms.

Even for niche markets, there are so many service providers competing for the attention of their audience.

So in order to reach your audience in this highly competitive online market, you need to have a content marketing strategy. Which means You need to have an understanding of How to create your content? When to create your content? And What to create?

In this article, we specifically focus on “When to create content?”

What is the Buying Cycle?

Buying cycle or customer Buying Journey can be defined as the process customers go through when they make a purchase. “Buying Cycle” is also identified as the “Purchasing Cycle”

Buying Cycle

Awareness Stage

This is the first stage of the Buying Cycle. Customers are identifying their needs and wants. They will perform various research to get a clear idea about their problems.

To explain this in a simple way, imagine you start a cake business. You don’t have a physical store and also an online store.

So in the awareness stage, your target market is the people who search for the sweets. Under the “sweets” section you have your product line up. “Which are cupcakes, cakes, Pies, Doughnuts, and Some drinks”

So in this stage, you are going to make your target audience aware of your existence. Produce content explaining your product. Use a story. Tell them the story behind those products and ingredients.

Create a story around your business and continue it on different platforms.

To do this you need to create content accordingly. Content Marketing is not Advertising.

In Advertising, we are usually pushing a message to our target audience using various channels.

In content marketing, we provide information and solutions to our target audience. “Content Marketers” are commonly known as “Publishers”.

So we need to publish our content to our audience in a way that they are going to consider our business as one of their solutions.

Content examples to Use: Blog posts, White papers, Social media posts, Informative Content, etc…

Consideration Stage

In this stage, the customer will consider various potential options in order to make a decision. Customers purchasing decisions will be based on the findings of this stage.

Do you remember the last time you bought something online? For example, before we buy something on Amazon we usually compare different brands. We consider the value we get from that particular product.

So Produce content like Customer testimonials. Optimize your google my business account with products and services information. Try to get as many reviews as you can. Update your content to other review sites. People tend to select businesses with more positive reviews.

Content examples to Use: Comparison videos and posts. Why your products are best, Testimonials, Case studies, etc…

Remember your content will decide whether you are your customer’s only consideration or not.

Purchase Stage

This is the stage where the buyer will make the purchase. Customers will move forward with the purchasing decision based on the environment you provide. For example, customers come to your online store and they are willing to make a purchase.

But remember there is a possibility of losing your customer at this stage. They will bounce back from your website if you don’t provide the relevant content. Helps your customer to reconfirm that they selected the best solution.

So you need to provide content for each product and service. What your customer will get. Prices, and the delivery details. What you can offer them. Explain your competitive advantage.

Content examples to Use: Content explaining the value your customers get, Blog posts about why your business is the right choice for them, and Posts explaining your unique value proposition.

Retention / Loyalty Stage

In this stage, the customer will review their purchasing decision, and based on the service they get they will become a loyal customer.

Customers always expect after-sales service. It may differ from product to product or service to service. But always provide after-sales content. How to use, Provide new information about your other products that you may think your customer will be interested in.

Many businesses ignore this stage. Remember this is where you find your fortune. Because if you can turn your one-time customer into a loyal customer, you will receive repeat sales. They will do free advertising for you. I think that is the best advertising available. When your loyal customer recommends you to someone, there is a higher likelihood of conversion.

Content examples to Use: How to use, New product information, Updates, Promotion, Loyalty offers, Newsletters, Surveys, etc…

Summary

As a marketer who produces content to reach your potential customers, we need to know how to produce content that has value to the customers.

The Buying cycle or the Buyer’s journey usually consists of four stages. These are Awareness, Consideration, Purchase/Decision, and Retention.

In this article, we explained how to create content in each of these stages of the Buying Cycle.

If you have any comments or questions about the Buyer’s Journey or Buying Cycle, leave a comment below. If you need any assistance or consulting with content marketing, contact our team by filling out the following form. We will reach you in no time.