Content by purchase stage is based on the fact that a customer goes through decision-making in steps, and needs different information at each one. In the first stage, they become aware of the problem and look for an explanation of what is happening to them and what options they have – this is when guides and analyses work, not offers. In the second, they compare solutions and suppliers, so comparisons, case studies, price ranges, and answers to objections are useful. In the third, they decide on a specific supplier and look for certainty – references, terms, the course of cooperation, guarantees. Most company websites have content only for the last stage, which means they lose people who are still finding out, and only meet them once they already have a favourite.
See also: Search Intent, Content strategy, Case study.
