AIDA in Content Analysis

When moving through the buying cycle, the purchaser uses particular keywords in their search for answers. The goal of a search marketing expert is to make sure their website, or their brand/product is appearing at each stage of the cycle.

AIDA is an acronym used in marketing that describes the stages a buyer goes through when purchasing a product.

• A – Attention (Awareness): They have become aware of a need for a product or service
• I - Interest: They have become interested in a group of products or services.
• D - Desire: They want to buy that specific product.
• A – Action: They actually take action in buying it

You can use this model to predict the types of keywords people will use at different stages. First you have to define the problem that the client is trying to solve. Because you want your content to address that problem. High level content, talking about the industry, can be great for a brand, but might not encourage the user through the buying process.

A – Attention (Awareness):

The customer will use research words like “MP3 players” and “best stereo systems”. They will be looking at news articles on “latest MP3 Players” or they will be looking for the various comparable products in the industry with words like “How to watch TV in the car”. In a B2B context, when the buying cycle is even longer, they will be in this stage for 90+ days. So you want to target your content to the broader issues around the problem. For loans and lending, you might target words around the current interest rates, and ways to get a better deal.

I - Interest:

They will use comparison words like “iphone vs android”. They will be comparing the various features of the services so they would use words like “Mobile Phone Mp3 5MP camera”. When you are thinking about the keywords, use words that explain the features and how they benefit the customer. In a B2B context the client will be looking at the specific services you offer to address their problem. This may be "accounting firms" or even more specific "corporate finance consulting".

D - Desire:

They will start shopping around for the best product and price eg “Asus NJ61 Laptop”. In a B2B context they will be searching for the leading firms that offer the specific program they are looking for. They will also be looking for firms they know or have a network to. This is why social marketing can be so important at this crucial stage. They will be looking for "Open Text EIM Sydney" or "Insurance Broker Sydney". It will also be the stage where clients are looking for credentials and case studies that back up your claims.

A – Action:

Usually at this stage they have already bought the product, or have made contact with the company that supplies the product. If you are a B2B firm it should be clear how clients can actually take action, or be enticed to do so. Whether you have an event on, or just offer a 30 minute consultation, either needs to be clear.