BUYING CYCLE
The buying cycle is the process when a customer goes through purchasing a product or service. Customers move through a series of purchasing stages in the cycle as they educate themselves and move closer to making a final purchasing decision
AWARENESS
In this period potential customers are finding out some kind of problems or needs and are open to solutions. They do research to understand the issue better and to define it in more precise terms. Content types found at this stage in the buyer's journey include
● Blog post
● Social post
● Research studies
● Ebooks and Eguides
● White paper
● Educational content
CONSIDERATION
Customers have now clearly defined their needs and are considering available options. Although they may be aware that your business offers a solution they are not ready to commit. They are still evaluating potential opportunities comparing prices and determining which are most likely to be able to fulfill their need
In this stage, the most relevant types of content include
● Comparison papers and articles
● Expert guides
● Case studies
● Podcast
● Videos
DECISION
This is the point at which buyers will choose which product to purchase. As they may gather information to reinforce their preferred option content can now be more brand specific, highlighting your unique value proposition and competitive advantages
Typical content at this stages include
● Vendor and product comparisons
● Product literature
● Case studies
● Testimonials
● Product reviews
LOYALTY
When your customer made their purchase. This is not the end of your content marketing. Many buyers will be interested in best practices and guides to make sure they continually get value of your product or service
The ideal types of content to keep your customers engaged include
● User guide
● Product focused articles
● Product updates
● Customer newsletter
● Promotions and loyalty program
● News and event details
● Survey
