In fact, the buyer could be in different stages of awareness, more or less close to choosing a supplier and purchasing a certain service or product.
Typically, the buyer journey is divided into three phases :
Awareness
Consideration
Decision
and blog posts will be created taking these specific steps into account.
1. Company Blog in Awareness Phase: “What”
The buyer journey begins when the potential buyer feels a need, would like to change and improve a certain situation and intercepts that there are opportunities on the market to be seized. He knows little or nothing about the ways to satisfy his needs, he needs to focus on the problem and his objectives, and is looking for an expert voice on the topic.
At this stage, the company blog must therefore have a neutral , broad approach and deal with the topic in general terms. It is a good idea to provide scenario analysis, on the latest trends, focus on the difficulties that the buyer is experiencing and provide information to make him more aware of the context and the sector towards which he can orient himself to find answers.
Example:
In the case of Company X, for the CFO buyer persona, one of the company blog posts could address the topic of electronic-only storage of expense reports, providing guidance on what the law requires.
2. Company Blog in Consideration Phase: “How”
In this second phase, the buyer has clearly defined his problem and must evaluate how to solve it; he has intuited which opportunity is right for him and must understand how to implement it.
He is therefore looking for practical answers , he considers different approaches, methods, solutions, software, tools and services that may be right for him.
Now, the company blog can be more specific and explanatory. It discusses in denmark telegram data detail the requirements, advantages, benefits; it outlines operational processes to implement a change through that product or service; it sets out criteria by which to choose between different options (it is not yet the time to talk about the brand, the specific product or service of your company).
Example:
Again in the case of Company X, a blog post designed for the CFO, in the consideration phase, can focus on how using an app to document expenses can simplify the approval workflow, speeding up the process for the benefit of the administration, but also of the employee and the payroll area.
3. The corporate blog in the Decision phase
At this point, the buyer has chosen which type of solution to adopt, which type of approach and service is best suited to his needs. At this stage, he compares different suppliers in search of the most qualified and reliable , he is inclined to read specific content on their offer and to finalize the purchase .
This is what the contents of the company blog should focus on, which will then go into the merits of the product's characteristics, the added value of that service, also showing experiences and concrete results achieved by other customers (case study). In essence, to map this last decision phase, blog posts will be essential that, with various arguments, motivate the buyer to choose the company as his supplier and partner, and to make use of its method, service or product.
