Content planning is crucial to a successful inbound marketing campaign. One of the most important aspects of content planning is tailoring your posts and articles to the buying cycle as well as the goal you want to achieve with that specific type of content. Here are stages of the buying cycle that you need to be aware of, and how best to tailor your content for its purposes:


This is where the potential client gets an initial impression of your business and the products and services it offers. This is the very first stage of the buying cycle where the lead first becomes aware of your brand. Generally, the type of content associated with this stage is predominantly social media posts, blog posts and your company’s website generally. Keep your tone conversational and the use of keywords calculated and efficient. Keywords at this stage should also be kept general and very basic – so as many searchers as possible can find you.

Research and comparison

These two subsequent stages are targeted at consumers who have identified their needs and are now searching for more specific content. Thus in response, businesses should focus on building assets that are informative and educational. Bear in mind what the searchers are looking for – what answers are they trying to find, what solutions will answer their problems? Think about how the products and services your business offers can meet your potential clients’ needs and tailor your content in this manner. Your content needs to be targeted, and the best way to reach the consumer at this specific stage is through eBooks, case studies, customer testimonials and reviews, and other instructive assets which highlight the strength of your business.


This is the last stage in the buying cycle where a potential client is turned into a client. So, what now? Your strategy doesn’t stop here; your business needs to maintain an inbound marketing strategy through product-based content. This can include quick demos to reveal how to best utilise the customer’s purchase, free trials and product updates and improvements. Retain the customer by keeping them up to date with the latest developments in terms of what your business is offering. Do you have a new package deal or summer sale? Let your customers know!