Long weekends are opportune times for middle-aged men to get boat envy. Mid-life crisis fantasies ensue as boat trailers carrying water sport status symbols head for lakes and bays. After glancing longingly at several gleaming hulls pulled by smarmy faced blokes, a Kiwi man may even pluck up the courage to announce to his wife, “Honey, I think we should look at getting a boat”.

But boats are hardly ever impulse buys.

Many companies believe that the buyer’s cycle begins when research for a solution begins. So content is produced accordingly to convince researchers that my solution is the one, the greatest, the solution that will make you look the best, bring you happiness, make you the smartest!

Like most significant purchases, in depth research must first be completed before a final decision can be reached. But this is not the beginning of the buyer’s journey.

Buyers begin their journey when they become aware they have a problem or need.


Buyers Journey (HubSpot)


The typical 50 year old Kiwi bloke’s problem may be that he wants to feel young again, go on an adventure, do something exciting that will trigger an adrenaline rush.

Competitors for boat resellers may not just be other boat resellers. Motor bike retailers, car yards, even travel agents could all fill this need for excitement.

So content being produced shouldn’t just target the men who have decided they want a boat, listing why their boats are better than other boats. Content should also demonstrate why a boat will fulfil their need better than a motorbike, a fast car, an adventure holiday.

Whether it be boats or accounting software, consumers and businesses usually ask Professor Google what product best suits their need before they even consider approaching a salesperson.

The worrying reality is that many New Zealand tech companies neglect content production, and the ones that do only focus on drawing people to their website. Once there, visitors are expected to make a purchase decision or be lost forever.

The latest Market Measures study shows that although Kiwis are still lagging behind in our marketing approach, we are catching up fast. 75% of tech firms said they were producing more “content” than the previous year, as against 74% for USA companies.

However, the Market Measures report reveals that New Zealand firms are aiming too much of their content at existing customers. As the saying goes, “quality not quantity”.

Content needs to be strategically produced to attract leads and then convert and nurture those leads into sales.


Buyers journey content suggestions (HubSpot)


Targeting prospects at each stage of the buyers life cycle helps people to make people informed decisions when considering your product.

Getting on board with creating a strategic content plan doesn’t have to be complicated. It’s all about putting yourself in others shoes and understanding their particular needs at each stage of the buyer’s life cycle.

For more insights into using content to generate leads and nurture leads into sales, download the Market Measures 2015 report.


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