When it comes to creating articles that drive results—whether for thought leadership, brand visibility, or SEO—the biggest mistake is assuming all buyers think the same. In reality, the way people consume content and make purchase decisions depends heavily on their industry, their buying process, and who inside the business is actually making the decision.
To illustrate this, let’s compare two very different industries: the chemical sector and the accounting sector. Each approaches information—and SEO content—through a completely different lens.
1. The Industry You Are Targeting
Every industry has its own language, level of technicality, and pace of decision-making.
- Chemical Industry
In chemicals, buyers often have advanced technical knowledge and operate in a highly regulated environment. Content here needs to emphasize compliance, safety standards, technical accuracy, and long-term supply reliability. Articles in this industry should go deep—case studies on production quality, insights into regulatory changes, or detailed explanations of chemical properties. Broad, surface-level content won’t cut it because decision-makers are engineers, researchers, or procurement specialists who live and breathe the details. - Accounting Industry
In accounting, the conversation is less about compliance frameworks and more about trust, efficiency, and cost savings. Articles for this industry should highlight practical business benefits: reducing tax burdens, streamlining audits, or implementing cloud-based systems. The tone here is professional but approachable. The audience is often business owners or financial managers looking for clarity, not heavy technical jargon.
👉 Takeaway: Industry dictates the depth and style of your writing. What works in one field may completely miss the mark in another.
2. The Buying Process
Understanding where your audience is in their buying journey shapes the type of content you should create.
- Chemical Industry
Large chemical firms often have lengthy buying processes involving multiple stakeholders. A procurement department may control the budget, but technical teams influence the final decision. This means articles should support longer cycles of trust-building: detailed whitepapers, safety reports, and research-driven blogs that help procurement tick their boxes while reassuring the technical side of accuracy and reliability. - Accounting Industry
Accounting services typically have a much shorter buying cycle, especially for SMEs. A business owner may be motivated by an urgent need—filing taxes, preparing financial statements, or solving a cash flow problem. In this case, content that answers immediate pain points (“5 Ways to Save on Tax This Year”) or builds credibility (“Why Switching to Cloud Accounting Cuts Costs”) can quickly move the needle.
👉 Takeaway: Buying processes differ—longer, technical, procurement-driven cycles in chemicals vs. shorter, owner-driven, needs-based cycles in accounting.
3. The Prospect’s Questions and Thought Process Before Buying
Before making a decision, prospects ask themselves very different questions depending on their role and industry.
- Chemical Industry (Procurement Department)
- Is this supplier compliant with international safety and environmental standards?
- Do they have a reliable track record with supply chain stability?
- Can they meet volume demands consistently and at scale?
Articles addressing these concerns need to be data-driven, precise, and credibility-oriented—think certifications, case studies, and proof of reliability.
- Accounting Industry (Business Owner or Finance Manager)
- Will this firm save me money?
- Can I trust them with sensitive financial information?
- Will they make my life easier or more complicated?
Articles here should be solution-driven and personable, emphasizing trust, expertise, and the promise of less stress. Testimonials, success stories, and simplified explanations resonate strongly.
👉 Takeaway: Prospects in different industries and roles don’t just have different questions—they think differently before buying. Your article should anticipate and answer these questions in a way that builds trust and confidence.
Final Thought
If you’re selling SEO, you can’t approach every industry or decision-maker with the same content formula. Writing an article that resonates means stepping into the shoes of your audience—understanding the industry context, recognizing the buying journey, and anticipating the specific thought process of the person making the decision.
In chemicals, that might mean a procurement officer scanning for compliance and risk-mitigation. In accounting, it could be a business owner looking for reassurance and immediate solutions. Same SEO service, but two completely different mindsets.
And that’s why great SEO content isn’t just about keywords—it’s about strategic empathy.