Creating Content for every stage of the buyers journey

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You’re looking at lots of ideas for content and writing a list for the kinds of themes you’d like to write about, current news that you have an opinion on, or something fun that you or your team has done. All these things are great! 

We love to freeform ideas around what we’re passionate about or the kind of things we want to help with. We would always recommend that you start at this point and lead with passion and enthusiasm: why do anything else in work or life in general.

However, how do you then make sure that your enthusiasm works for you and ultimately is useful to new and current customers? 

We always recommend mapping content across your Buyer’s Journey to purchasing with you (service or product), to ensure that you are always providing them with the right level of information at the right time and delivering that information in a useful format. 

What do we mean when we say the Buyer’s Journey? Well, there are a lot of different diagrams out there and some will go up to 12 stages. For your content strategy, we’re going to focus on the below three-stage journey.


  1. Awareness stage– At this stage, your potential customer may have a problem or opportunity that they wish to solve or fulfill. They’re conducting their initial research to flesh out their requirements. They may or may not yet be aware of your company and what you do.
  2. Consideration Stage- They have now moved on and have fully defined their wants and needs, and are comparing options to fulfill their list. What approach or product will solve their problem?
  3. Decision Stage- Your potential customer has now decided on the right approach or product for them. They have drafted a list of potential suppliers (including you) and they are looking to whittle down that list and make a choice on who to buy from.


We start with the Awareness Stage. This stage centres on brand awareness: reaching out to cold leads and getting them introduced to you as a brand. This is where the potential customer will be looking for resources, education, insight, thought leadership, and information, about your brand and market.


The types of content you might consider here include:

  • Whitepapers
  • Explainer Videos
  • Brand Videos
  • Tip Sheets
  • Reports and Research
  • Your insights on news stories


We like to think of this as planting the seed in your potential customers minds that you will be the right brand for their needs. An example of this is the free Website review document we created (you can download it here) it’s a great way of potential customers to get an overview of how we like to work on a website project as well as giving them some great valuable advice upfront. 


Aims of the Awareness Stage include:

  1. Increased website traffic
  2. Increase social media subscribers
  3. Increased credibility in the industry


Our next step is the Consideration Stage. We now have a potential lead with the customer who you’ve captured the attention of. They don’t fully know what solution they need to solve their problem/opportunity, so they’re looking to you to give them that information. This is the time to show them why your solution (product/service) is the best fit.


The types of content to consider here include:


  • Product Webinar
  • Case Studies
  • FAQ
  • Data Sheets
  • Best practices 
  • Demo Videos


This is the watering and nutrients stage, feeding the initial prospects with the information about how you work and can deliver the results the customer wants. As an additional bonus, this is also a good way to weed out customers who are not actually going to be a good fit for your brand. This is important as in the long run you want to retain happy and loyal customers. 


The main aims of the Consideration Stage include:

  1. Increase Trial Signups
  2. Adding to your email list
  3. Drive registration to a webinar
  4. Downloads of a product fact sheet


Our final stage to consider is the Decision Stage. Here, your buyer is ready to make a purchase decision, and our task is to convince them to buy from you.


The types of content to consider at this stage include:

  • Free Trial
  • Demo
  • Consultation Session
  • Estimate or Scoping session
  • Coupon or voucher


This is the all-important harvesting stage: the aim of the Decision Stage is to pick the best customers and make it easy for them to buy.


We recommend spending a reasonable amount of time in the Consideration Stage, as this is your chance to nurture your relationship with the potential customer, and can create, on average, a 20% lift in sales opportunities (Hubspot Blog) All the stages are important and should be front of mind when planning out your content strategy. 


The Buyer’s Journey above is most effective when you understand your customers (or your target customers) and drill down to their personal needs and wants. Adding this additional tailored element ensures that your guiding your perfect customer all the way through their journey.

When implemented effectively, not only does this method make your content work harder for you and help you achieve your goals, it also improves the relationship you have with your new customer. Not only do they know what to expect from working with you but you’ve already provided them value before they sign on the dotted line. 

If you have any questions about how you can start this process for your business or improve your content strategy to get better results please get in touch either through our online chat, contact form, or email