What Should My Content Say? Determine Your Messaging with the Buyer's Cycle

From the moment a potential client learns about your organization, to the point where they're avid customers, your online content (blogs, social posts, website pages, etc.) needs to have a specific message that resonates with them. One way to think about this is to have content that answers the questions they would have at each stage of what marketers call "the buyer's cycle." Through this post and the ebook that follows, we're hoping to help you map out what your content should say according to where your readers are at in the buyer's cycle. 

*To read more on the right messaging for the buyer's cycle and appropriate marketing for each of your audiences, download our Audience Persona Guide for Nonprofits below and apply it to your business.  

Content According to the Buyer's Cycle 

Stage 1 - Awareness:

= Your potential client learns about your business.

• To grab attention in the first place, your brand needs to be easily seen across the social platforms your audience is on. Research where this might be by looking at studies such as these by AdWeek, Pew Research Center and Nielson Norman Group. Plan out a social publishing schedule so you're sure you're regularly promoting your content.
• Your messaging then needs to draw their attention so they're curious enough to learn more. Ask yourself what your potential client might be needing or is curious about, then answer those needs through providing information in your content. 
• Content might include = interesting graphics, strong copy with interesting statistics or bold quotes. Learn from Starbucks:

Stage 2 - Consideration: 

= Once your potential client has recognized the need for services like yours, they'll begin to look elsewhere and compare all their options, fully researching services and what they really need. 

• You'll want content that dives deep into answering their questions. For example, if you're an insurance company, you could explain why someone might consider insurance in general or how insurance works. 
• This content should incorporate phrases / long-tail keywords that companies aren't using so that people find your content when they type in their search query - learn more about uncovering these phrases with "Modern Keyword Strategy."
• Content might include =  Ebooks, whitepapers, informative / how-to videos 

Stage 3 - Preference / Intent

= They are looking to make an informed decision and dive deeper into your offerings. 

• What makes your business a cut above the rest? Why are your services more dependable than others?
• Provide them with details of what being a client really looks like and how your service works from start to finish
• Show your company's personality - reach out to them and make it feel personal
• Content might include = a Q&A page, testimonials and case studies that highlight your previous success, emails that point them to more content based on what they've been looking at. An example informative page:

Stage 4 - Purchase

= They take action! Your lead becomes a client through purchasing a product or service, or signing on to a deal

• The content around this stage should reassure them they made the right choice and can depend on you. 
• Content might include (besides great service!) = web pages that point to easily contacting you, easy method of purchase, consistent follow-up via email. See our contact us page below, noticing the various methods of contact with the "request a quote" CTA, option for chat at the bottom, and general question form. 

Stage 5 - Repurchase

= Your client keeps coming back and even encourages their friends to come, too!

• Follow-up content should continue to update them on your industry or product offers and make them feel important 
• Content might include = email nuturing, interactions on social media, thank you's. Read about trends in email marketing. See below:

There ya have it - through providing the most effective messaging for each stage of the buyer's cycle, you can make a stranger a friend to your business. You just need to know what they need and answer these needs through your content.

For more on content creation and understanding the buyer's cycle, walk through what this might look like for you with the guide below. We provide a step-by-step guide, from the perspective of a nonprofit as an example.