How to Create Content for Every Stage of the Buyer’s Journey

No one wakes up in the morning and decides, “ I ’ molarity going to buy something today. ” rather, they go through a path to purchase that includes research and evaluation before committing to a sales call .

That travel is called the buyer ’ mho travel. Because consumers are more informed and more empowered than always before, it ’ sulfur authoritative to deeply understand your buyer character and the travel they make so you can create content that helps them along that way while positioning you as an authority in your space .
In this mail, we ‘ll cover :

Understanding the Buyer’s Journey in Marketing

In most cases, with the exception of pulsation buys, an individual begins their travel in an “ unaware stage. ” This individual likely fits the demographics of your ideal node ( besides known as your buyer persona ), but they are not mindful of your product or in indigence of it .
however, they may experience a triggering event that changes their situation or a pain that needs to be solved. This kicks off their buyer ’ south travel .
buyer's journey showing progression through the awareness stage, consideration stage, and decision stage
When you do n’t have a complete understanding your audience, a disconnect is created between your business and your potential customers. For capacity marketers, this normally means you ‘re putting out content that your readers do n’t very relate with, which can cause you to lose them .
As is the case in all market disciplines, it ’ second significant to understand your consultation : how they think, the answers they seek, and the path they tend to take to find a solution. From that research, you can begin crafting a document content scheme that maps your subject to the respective stages of the buyer ‘s journey .
Developing the buyer ’ s journey for your business is the beginning step to creating message that resonates with your buyer and construction out your marketing funnel so that you can meet them at each phase of their travel .

What Is a Marketing Funnel?

A marketing funnel — more normally known as a sales funnel since its output signal is gross — describes the different stages a customer goes through leading up to their purchase, from looking at your web site for the first clock time and subscribing to your e-mail list to reading your emails and talking to a sales associate degree .
illustration of marketing funnel with marketing at the top, sales in the middle, and customers at the end. Also shows corresponds to the attract, engage, and delight strategy.
How the funnel works is simple. The acme of the funnel indicates they are further away from a purchasing decision while those who make it to the buttocks of the funnel are close to a buying decision .
often, it ’ s a seller ’ s job to attract your buyer persona in the early on stages of their travel and hand off restricted prospects to the sales team to engage them. Once they become a customer, your service team delights them thus that they buy from you again and again and tell all their friends .
The funnel is a utilitarian creature when used in the context of the buyer ’ mho journey. however, keep in mind that the funnel has one exit : It puts customers as the output signal. At INBOUND 18, HubSpot formally retires the funnel in favor of the flywheel .
an animation of the funnel morphing into a flywheel, a circle with marketing, sales, and service surrounded by growth (or customers) at the center The result puts customers at the center, which creates a more unite and less linear approach to all your commercialize, sales, and service activities .
flywheel with attract, engage, and delight, spinning and feeding into each other as it shows strangers becoming prospects, customers, and promoters

Marketing Funnel Stages

even so, the funnel is distillery a good begin point before you begin moving to your flywheel scheme .
All you have to do take the buyer ’ sulfur travel and ask the interrogate : “ How do we attract and engage this person so they become a customer ? ”
Whether you subscribe to the funnel or the flywheel methodology, earning business from your prospects comes down to three bare things :

  • Attracting strangers
  • Engaging prospects
  • Delighting customers

As you create create content that performs these functions, you ‘ll consider the stage they ‘re at in their travel and the best channels to put the contentedness in front of them .
The internet has made it easier for marketers ( and salesperson ) to engage customers at the diverse stages of their travel using content market. That ’ second one of the main reasons that 60% of marketers consider content as ‘very important’ or ‘extremely important’ to their overall strategy.
however, it can be challenging to create the correct contentedness, for the right people, at the right time .

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Marketing Channels for Each Stage of the Funnel

Building a message strategy starts with identifying the channels in which you ’ ll reach your consultation .
marketing channels for each stage of your strategy: attract, engage, delight

Marketing Channels for the Attract Stage

Attract Stage: The stage of the inbound methodology where you use your expertise to create content and conversations that start meaningful relationships with the right people. Remember, a large majority of your prospects may even be in the awareness stage of their buyer ’ sulfur travel when you begin to attract them. That means your goal is to solve for their pains/problems by creating content they can well discover and consume .
At this point, a buyer is trying to solve problems, get an answer, or meet a need. They ’ re looking for top-level educational message to help direct them to a solution, like web log posts, social content, and ebooks. Their value as a lead is low because there ’ s no guarantee that they ’ ll bargain from you. But those who find your contentedness helpful and matter to may journey on to the middle of the funnel .
The ideal channels for your attract stage may include :

  • Blogging
  • Search Engine Marketing
  • Social Media Marketing

Marketing Channels for the Engage Stage

Engage Stage: The stage of the inbound methodology where you build lasting relationships with people by providing insights and solutions that align with their pain points and goals
When person moves into the middle of your funnel, it means you ’ ve captured their attention. They know they have a problem that has to be solved, and immediately they ’ re trying to discover the best solution. The indigence for a future purchase commitment creeps up as they ’ ra evaluation their options .
While the acme of the funnel is designed to educate a prospect, this is the stage where you want to show why your solutions in particular are the best fit .
( You besides want to help people determine if they ‘re not a dependable fit, which will be identical important later for healthy customer retentiveness. If you convince customers to buy who are n’t a good equip for your business in the long range, you could be shooting yourself in the foot in the mannequin of eminent churn rate late. )
The middle of the funnel is typically a point of extended engagement where you ’ re nurturing a lead, building a relationship, and establishing trust between the audience and your trade name .
The ideal channels for your lease stage may include :

  • Email Marketing
  • Retargeting/Remarketing
  • Social Media

You besides need to engage prospects at the bottom of your funnel .
The bottom of the funnel is where person is making the actual buy decision. They ‘re ready to buy, but that silent doesn ’ t guarantee that they ’ re going to buy from you. That ’ s the last choice they have to make : Where do they get the solution they ’ re seeking ?
In most cases, leads at the bed of your funnel fair need that final examination nudge and that compelling call-to-action to get them to make a purchase decisiveness. The correct offer and contentedness at this stage can have a dramatic impingement on lifting your conversions .
You might besides consider sales outreach to engage restricted prospects and continue to engage them through personalization and contextual marketing .

Marketing Channels for the Delight Stage

Delight Stage: The stage of the inbound methodology where you provide an outstanding experience that adds real value, and empowers people to reach their goals and become promoters of your company.
Marketing shouldn ’ deoxythymidine monophosphate hold on once person becomes a customer. Cultivating a kinship with your customer beyond the sale can lead to higher customer life value a well as viva-voce referrals and more .
The key here is to go above and beyond their expectations and provide a customer experience that ’ mho easy and frictionless .
The ideal channels for your joy stage may include :

  • Email Marketing
  • Retargeting/Remarketing
  • Self-Service Channels Such as Knowledge Bases
  • Live Chat and Chatbots for Service
  • Loyalty Programs

On the surface, this process seems actually linear, but you can besides target multiple stages of the buyer ’ s travel across channels .
For example, you may hush be able to attract person in the consideration phase or joy person who isn ’ t a customer even. Your cognition base might convince person in the consideration stagecoach to buy since they perceive that you have great service, or person in the awareness stage could engage your chatbot to find the subject they need .
One of the gladden of content marketing is thinking outside the box .

Creating Content for Each Stage of the Buyer’s Journey

once you have an mind of who your buyer character is and what channels will work good for your business, you can begin creating contentedness for your buyer at different stages and cut that content per channel .
Doing therefore can help you map your contented to the relevant stages of the buyer ’ s journey to make your funnel .

  • Top of the Funnel: The “awareness” stage, where people looking for answers, resources, education, research data, opinions, and insight.
  • Middle of the Funnel: The “evaluation” stage, where people are doing heavy research on whether or not your product or service is a good fit for them.
  • Bottom of the Funnel: The “purchase” stage, where people are figuring out exactly what it would take to become a customer.

Your funnel may look very different depending on factors like your diligence, business model, product, price, and consultation. Some B2C customers, for model, spend very little fourth dimension in the center of the funnel compared to B2B customers that require far more nourish, engagement, and relationship development before a leverage is made. A $ 50 couple of sneakers, for case, requires a fortune less handholding when it comes to making purchase decisions than a $ 10,000 commercial enterprise software investment .

Content Ideas for Each Stage of the Buyer’s Journey

Because audiences can vary so widely based on diligence and purpose, persona inquiry is of the extreme importance. alone by understanding their unique summons for awareness and evaluation will you be able to create a rightfully effective content market strategy, packed with custom message that best supports their travel toward making a leverage .
content ideas for each stage of the buyer's journey: awareness, consideration, decision

Content Formats for the Awareness Stage

  1. Blog Post
  2. Social Media Post
  3. Whitepaper
  4. Checklist
  5. How-To Video
  6. Kit or Tool
  7. Ebook or Tip Sheet
  8. Educational Webinar

Blog Post

A blog post is an ideal piece of content targeting the awareness stage. By targeting a trouble, problem, or other topic your aim audience wants to discover and then posting it to your web site, you ’ re creating a mark asset that ’ s crawlable by Google and ascertainable by search engine users. You can besides promote your web log message across other channels .
blog post example from ahrefs's blog that reads 'how long should blog posts be?'
Image informant
Ahrefs is a capital model of a post that does blog content right. They include master data and informational advice to create long-form articles that serve their hearing .

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Social Media Post

social media is a distribution channel that can be used to promote your other content, and you can besides create contentedness specifically for the duct. According to Pew Research, 72 % of the public uses some phase of social media, so it ’ s likely that your audience is native to this channel. Unlike blog posts, social media posts are likely short form, and video recording consumption is besides on the originate.

Read more: Xplay, Barrie

In the above example, HubSpot Agency Partner Yokel Local shares attractive customer commercialize tips on the LinkedIn platform. SlideShare formats are popular on LinkedIn, so the subject is created to be snackable with short-form take-aways .


A whitepaper is an organization ’ s report or guide on a particular subject. Whitepapers are specially useful as downloadable offers when a lector wants to go more in-depth on a detail subject they ’ rhenium reading about. For whitepapers, it ’ mho authoritative to provide information that can ’ thymine be found elsewhere so that your audience understands the prize of the report and is compelled to get it .
whitepaper example from hubspot that reads: "not another state of marketing report"
Image reference
Every year, HubSpot publishes a surveil on the submit of market to provide helpful guidance based on thinking leadership to marketers, sales professionals, and occupation owners. Inside, readers find statistics from a broad sketch american samoa well as industry experts ’ opinions on what the data means and where the diligence is going .


For tasks that are complicated and have a fortune of moving parts, individuals may plainly want a blueprint that spells out what they ’ re supposed to do to achieve their end goal .
checklist example from opendoor that reads "the essential checklist for first-time home buyers"
Image source
Buying a home is a perfect case of this, and Opendoor meets their audience ’ s need by providing a handy checklist ( in infographic shape ! ) for the proofreader that spells out all the steps that need to be taken. The graphic is aesthetically pleasing and even allows room for a few tips along the way .

How-To Video

sometimes, the best way to solve a pain or problem is to learn a newly skill. Sure, a purchase of some kind may be required along the way, but the audience may need to become more inform about the trouble and how to solve it. That ’ randomness where instructional video contented comes in .

Whiteboard Fridays is a popular video serial by Moz where SEO principles are broken down to the hearing in easy-to-understand language and visuals. Moz knows that SEO is a difficult subject and aims to make it accessible to their viewers .

Kit or Tool

informational contentedness provided to a broader audience may not always be adequate for your buyer character to make a decision or take carry through of some kind. In some cases, they may require a little more utility or personalization. That ’ randomness why kits and tools are a great piece of contented to create to help the reader along their path to leverage .
tool example from nerdwallet that reads "the 50/30/20 budget" and is a budget calculator
Image source
Nerdwallet creates subject around several fiscal topics, budgeting being one of them. It can be difficult to create a budget, though, so they developed a calculator that allows the drug user to provide their own numbers in order to receive a custom-make recommendation .

Ebook or Tip Sheet

similar to whitepapers, ebooks and tip sheets are great options for downloadable content. In contrast, they tend to be unretentive shape and more actionable .
tip sheet example from coschedule that reads "180+ power words for writing emotional headlines"
Image source
CoSchedule combines a few tactics by promoting their headline analyzer joyride with a blog mail about writing great headlines that drive traffic. On that blog position, they include a big topple sheet of potent words to include in headlines if you want to catch a lector ’ second care .

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Educational Webinar

A webinar is a web seminar where information is typically provided through video. A webinar can be prerecorded or streamed live, and this opens up tons of possibilities to disseminate information to an hearing who wants more ocular and auditory content .
semrush's webinar page on their website
Image source
SEMrush makes webinars a key contribution of their content marketing strategy, often running a valuable topic multiple times to get more mileage out of the content .

Content Formats for the Consideration Stage

  1. Product Comparison Guide
  2. Case Study
  3. Free Sample

Product Comparison Guides

In the consideration stage, the buyer character is inactive considering solutions to their pain or problem. For this reason, intersection comparisons are a great way to help them make a decision .
comparison example from verywell fit that reads "pros and cons of hiit training"
Image source
Verywell Fit provides such a comparison to help their readers choose between high-intensity workouts vs. steady-state cardio, providing the pros and cons and use cases for each .

Case Study

A font study can be used in both the consideration phase and the decision stagecoach simultaneously by convincing the lector that the solution works by establishing that the supplier achieves results for their clients by administering the solution. A good encase study will appeal to the emotions and logic of the character by providing detail information and quantitative data on the final solution .
case study example from bluleadz that reads "lead generation strategy lands 77 new clients for credit counseling agency"
Image beginning
HubSpot Partner Agency Blueleadz does this by telling a history about their client and the problems they had while providing a detail account of how they solved it .

Featured Resource: 3 Free Case Study Templates

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Free Sample

A free sample distribution is another example of message or an put up that overlaps between buyer ’ s travel stages. Consider this : An individual wants to paint the inside of their home, but they don ’ thymine know what tinge .
As they consider which color ( the solution ), they pick up paint check cards from their hardware memory. These cards are created by a supplier based on their individual solution. When the individual falls in sexual love with a color, they already know who the provider is that makes it .
free sample example from 4colorprint that depicts a pack of sample business cards
Image beginning
SILKCARDS taps into this buying demeanor by offering samples of their alone print methods on the capacity that they create. They know that their commercial enterprise is haptic, and digital content alone is not enough to close a deal. Once their prospective customer holds the sample in their hands, other business cards are put to shame .

Content Formats for the Decision Stage

  1. Free Trial or Live Demo
  2. Consultation Offer
  3. Coupon

Free Trial or Live Demo

What better means to know if you want to purchase a product than take it for a spin ? Car dealerships have been using the “ test tug ” tactic for years because it works. If the product itself checks all the boxes the buyer has, all the sales team has to do is handle their objections and make the close .

Image informant
Hellosign does this well. Though they have a complimentary option with limitations, they know that the cardinal to getting clients into their larger tiers is by offering a unblock trial upfront. Their price page sets the expectation ’ sulfur expectations and points them to the release test .

Consultation Offer

A reference is another model of providing fair a little bite of service in exchange for the opportunity to close the sale. The best reference offers reduce the anxiety of entering into a sales conversation by promising something concrete they can walk off with ( a strategy or actionable advice ) in exchange for their time .
consultation offer from blkbld & co that reads 'for our initial consultation, we will discuss what you are looking to do, your budget, my marketing plans you can execute & lastly the next steps
Image source
Blk Bld & Co. ’ s reference offer is a great example because it reduces the friction of scheduling a consultation. By removing clash, this organization increases the chances of conversion .


A coupon appeals to a fear of missing out ( FOMO ) mentality. By reducing the price by a certain measure, a coupon is handing a price expostulation while convincing the candidate that they ’ re leaving money on the table if they don ’ deoxythymidine monophosphate use the coupon. This inactiveness adequate to win the candidate ’ mho commercial enterprise .
coupon example from fragrant jewels in a "spin-to-win" style popup format
Image source
fragrant Jewels does this well by gamifying their coupons. By spinning the steering wheel, the web site visitors have the casual to get a coupon before checking out the products. They ’ ll probable be evaluating the products that are a good cover with the coupon they won .
In addition to decisiveness stagecoach content, you should besides create message to delight your existing customers. This may include FAQ and knowledge base subject to make the customer experience easier, coupons for the opportunity to upsell, and extra educative contentedness that deepens their sympathize of a topic .

Mapping Content Across All Stages of the Funnel and Buying Cycle

Every business has a alone sales funnel, sculpted and designed around their buyer ’ sulfur alone journey. It ’ s a recipe that can ’ t necessarily be replicated from one occupation to another. When creating your own buyer ‘s journey, there are a number of factors specific to your business to take into consideration .
That said, the general approach remains the same : Understand your consultation, develop your funnel around your diligence and audience purpose, and create a attested subject marketing strategy that maps custom-made capacity specifically to each phase of their travel through the funnel .
Do it well, and this procedure will have the greatest potential impact on your customer relationships, equally well as the greatest possible airlift in your overall conversions .
Blog - Content Mapping Template

Editor ‘s note : This post was originally published in August 2016 and has been updated for breadth .

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Category : News


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