How Content Strategy Services Address Buyer Behavior

1. Complex Purchasing Behavior 

When a high price tag is on the line, consumers tend to exhibit complex purchasing behavior. These consumers are highly involved and seek to learn more. Ultimately, they form opinions based on readily available information and make thoughtful decisions accordingly. 

For example, consider hiring a personal injury attorney. Your decision will involve high costs, such as court and attorney fees. Additionally, there are risks — if you do not hire a qualified lawyer, you may not receive maximum compensation. 

Appealing to complex buyer behavior may feel like a hard sell. However, content strategy agencies will be able to convince consumers to take a chance on you. 

Content strategy services will facilitate each consumer’s learning journey through: 

• Detailed Information
• Unique Value Propositions
• Personalized Assistance 
• Social Proof (i.e. testimonials) 

2. Dissonance-Reducing Purchasing Behavior

Occasionally, deeply involved consumers cannot pinpoint a difference between the brands they are surveying. The features and prices blend together as they browse, leading to what is known as dissonance-reducing purchase behavior.

For example, consider the purchase of an engagement ring. You have likely thought extensively about the ring your partner wants. But when it comes time to purchase, you may be unable to tell the difference between the styles of Kay Jewelers versus a local jewelry store.  

The selection of these products or services stems from pricing and proximity. Consumers displaying this behavior are more prone to buyer’s remorse — however, content strategy agencies will keep reassurance in mind while creating content. 

To address this type of buyer behavior, your strategy must yield content that:

• Builds Trust 
• Addresses Pain Points 
• Emphasizes Distinguishing Factors 
• Offers a Satisfaction Guarantee
  

3. Habitual Purchasing Behavior

Consumers tend to make repeated purchases of low-cost items. Whether out of necessity or routine, they become comfortable buying these products or services — resulting in habitual purchasing behavior. 

Convenience often spurs this behavior. For instance, picture going on your lunch break. You will likely head to the nearest fast-casual restaurant to grab a meal without thinking twice about it. You are not necessarily concerned with the brand — just getting food to sustain you.

Products and services met with this behavior may face high competition within their product category. In this case, content strategy services will be instrumental in differentiating your brand from the crowd. 

To keep your brand top-of-mind, your content strategy must: 

• Prioritize Visibility 
• Keep Up with Trends 
• Create Memorable Experiences

4. Variety-Seeking Behavior

Variety is the spice of life. As such, consumers may seek different products and services not because they are dissatisfied. Instead, they want to explore — trying new things and seeing new places.

For example, consider purchasing tickets for a date night in the city. Maybe you went to a musical theatre last time. Though you thoroughly enjoyed the experience, you and your partner may want to switch things up. After some consideration, you choose to purchase tickets to the symphony.

To persuade those displaying variety-seeking buyer behavior to choose you, your content must: 

• Feature Diverse Products 
• Highlight Unique Benefits 
• Create Excitement 
• Provide Limited-Time Offers

Address Buyer Behavior with Paradigm 

Content strategies are never set in stone. Instead, they grow alongside your needs, accounting for your audience, their purchasing behavior and more. But an effective strategy starts with one of the best content strategy agencies at your side. 

Paradigm partners with ambitious organizations, crafting extraordinary work that drives results. We blend cross-disciplinary insights to craft relevant, engaging content that aligns with your long-term goals.

We’re ready to address buyer behavior when you are. Contact Paradigm below to set the next steps in your strategy.