The Importance Of Content In The Buyer’s Journey

Think of that item you want to purchase badly right now; maybe it’s a car, a new electronic device, a service for self-care, or something you know you need. What’s stopping you? You probably don’t know which company is right for you, what each one provides, the differences in costs and services, etc. So what do you do? You search through websites, reading through the pages to learn about their services, FAQs, testimonials, and blogs full of information to assist you in deciding. The crucial part of that sentence? You read to learn about the importance of content in the buyer’s journey!

Imagine you come across a company with no blogs, no information, only a tiny “About Us” page. Their website and product drew you in, but you have no reason to trust their services. That’s why content is essential in your journey to make that purchase and is crucial to your potential clients.

When it comes to the buying process, content is essential. It can be said that content is the backbone of the buyer’s journey. Without quality content, potential buyers will not have the information they need to purchase. That’s why it’s essential to produce high-quality content that targets your audience and helps them along the way. This blog post will discuss the importance of content in the buyer’s journey and how you can use it to your advantage!


What Is The Buyer’s Journey, and Why is it Important?

The buyer’s journey is the potential process customers go through when considering a purchase. This journey typically includes three stages: awareness, consideration, and decision. In the awareness stage, the buyer is first introduced to the problem they need to solve. In the consideration stage, buyers evaluate their options and compare different solutions. Finally, in the decision stage, the buyer chooses the product or service they feel best fits their needs.

How Does the Client Play A Part In Each Stage?

Content plays a crucial role in the buyer’s journey. Without it, they may not make it past the awareness stage.

Awareness Stage

In the awareness stage, content can help potential customers learn about the problem they need to solve and the different solutions available to them. This is where first impressions are made. The valuable content here is FAQ pages, testimonials, the “About Us” page, and service pages.

Consideration Stage

Content can help buyers compare the different options in the consideration stage and make an informed decision.

Decision Stage

Content can help the buyer choose the right product or service for their needs in the decision stage. For example, a blog comparing metal to shingle roofing could be what helps a customer make the purchase. They know they need a roof but can’t decide which material is best. This type of blog helps them make the decision and complete the journey.


What Are The Statistics?

Still not convinced? Check out these statistics:

  • Content marketing costs 62% less than traditional marketing and generates about three times as many leads. (Forbes)
  • Companies that blog receive 97% more links to their website (OptinMonster)
  • 70% of consumers learn about a company through articles rather than ads (OptinMonster)

While many more statistics show that content is a huge step forward in the buyer’s journey for the everyday customer, this is just a tiny portion of the impact it has.

As you can see, content is important and can be a game-changer in the buyer’s journey. By creating helpful, informative content, you can build trust with potential customers and position yourself as a thought leader in your industry. Now is the time if you’re not using content to support your sales efforts. Contact our expert content and email marketing team at The AD Leaf to start adding to your site today!

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