Your boss has asked you to create content comparing the benefits and value of the products you offer to your direct competitor. What stage of the Buyer’s Journey would this content fall under?
For most average, typical buyers, you’re helping them decide on ‘your’ product. Different marketing and sales theories would put them at different stages of the buy cycle. Usually, your potential customer is already convinced they need your generic product type. You’re helping them pick your specific product. However, good marketing content to some extent, through branding (highlighting your brand’s values and your company’s philosophy or beliefs) and value addition, also attempts to connect with potential buyers in other stages of the purchase cycle.