Complementing the Buyer’s Journey: A Guide to Creating Content for the Funnel
Marketing
The path to making a purchase is rarely a spontaneous decision. No one wakes up one morning and decides to buy something. Instead, customers embark on a deliberate journey, researching and evaluating options before committing to a brand.
This journey is referred to as the buyer’s journey.
With today’s consumers being more informed and empowered than ever, it is crucial for businesses to deeply understand their buyer personas and the nuanced paths they follow.
By gaining these insights, you can create tailored content that guides potential customers through each stage of their journey and establishes your brand as a trusted authority in your field.
In this post, we’ll cover why the buyer’s journey is important, how to create content for every stage, and tips for content creation.
Why Is It Important to Understand the Buyer’s Journey?

In today’s buyers are research oriented. According to GE Capital Retail Banks, 81% of customers spend more time researching a brand online than in-store. Hence, the buyer’s journey is no longer straightforward. Before customers are ready to buy a product, they go through a couple of crucial decisions:
- They are aware of their problem or requirement
- The prospects aren’t sure of the suitable solution or product
- After exploring potential solutions, they venture to choose the best option
Customers begin their research with the awareness stage and proceed further, considering apt solutions. Their purchase decision depends on the most fitting features a brand offers.
Understanding the buyer’s journey helps businesses, writers, and content marketers address the needs of modern customers. You need to offer information that is tailored to your target audience. This content is a guide that simplifies various stages of the buyer journey.
Now that you know the significance of a buyer’s journey, it’s time to understand ways to create your content strategy.
Meet Buyers Where They Are With Your Content Strategy

Each stage of the buying journey factors into the psychological state of the buyer, including their specific needs, behaviors, and decision-making processes. These help inform the actions your business can take to move your ideal buyer closer to the sale.
Let’s take a close look at each of these stages.
1. Inform During the Awareness Stage
The awareness stage is when your potential buyer becomes aware of a need or a problem they are facing. While they know their frustration, they don’t yet know what’s causing it.
At this point, they often search online for information about their symptoms. These individuals aren’t ready to purchase yet; instead, they’re looking for sources to help them understand and define their problem.
This is the time when you help potential buyers recognize clearly and better understand their pain points.
That way, you build trust and start guiding them towards your brand as a potential solution. It also helps demonstrate your expertise and willingness to help them, making prospects more receptive to your brand.
For instance, prospects might want to know, “How do I build my stamina? In the awareness stage, they need to think about solutions or providers. It’s much earlier for that; they want to contextualize their issue.
What Should Your Approach Be?
To help potential buyers with their problems, your focus should be on creating educational and informative content. Here’s a generic blueprint that you can follow:
Aim | To help the prospect in the buyer’s journey |
Solution | Offer informative content that presents solutions |
Caution | Don’t make it promotional |
Remember, your prospect is not ready to make a sale yet, so they will be more receptive to sources that help them frame their problem. They are likely looking for resources, answers, and data to understand their circumstances.
So, here’s the type of content to focus on at this stage:
Blog Posts:
Example: “Top 10 Exercises to Boost Your Stamina Quickly”
Infographics:
Example: “Effective Workouts to Increase Stamina: A Visual Guide”
Educational Videos:
Example: “Beginner’s Guide to Building Stamina: Tips and Techniques”
Social Media Posts:
Example: Quick tips for improving stamina, shared via Instagram or Facebook
E-books/Guides:
Example: “The Ultimate Guide to Building Stamina for Beginners”
Webinars/Workshops:
Example: “Boost Your Stamina: Expert Advice and Training Plans”
Checklists:
Example: “Checklist for Building Stamina: Daily Habits and Exercises”
Podcasts:
Example: “How to Build Stamina: Insights from Fitness Experts”
Quizzes:
Example: “What’s Your Stamina Level? Take This Quiz to Find Out”
Whitepapers/Reports:
Example: “Scientific Approaches to Enhancing Stamina and Endurance”
Brand Spotlight: How Does Whirlpool Educate Prospective Buyers In The Awareness Stage?

Whirlpool is a popular appliance brand that has a blog post about “how long dishwashers run.” According to SEMrush Organic Research Tool, it receives around 7.3K unpaid visits from Google each month.

The post attracts people who are concerned about their machine’s performance, equipping them with useful advice. As a result, Whirlpool builds trust and familiarity with the prospective buyers and gently guides them toward the next phase of the buying journey.
2. Offer A Solution During the Consideration Stage
By the consideration stage, your potential buyer has clearly defined and given a name to their problem. They’re now committed to looking at and understanding the potential solutions to their problems.
For instance, they might think: What’s better to build stamina: hitting a gym or hiring a personal trainer?
In this stage, the prospect is still waiting to purchase; they only look for the best way to address their problem. They want to evaluate the pros and cons of each potential solution before going ahead with one.
What Should Your Approach Be?
In the consideration stage, you have moved on from educating the potential buyer to presenting solutions to them. While they may not be perfectly ready for sale, the need to make a future purchase builds up slowly in their minds as they evaluate their options.
Here are three points to focus on:
Aim | To explain valuable options |
Solution | Offer in-depth and technically sound content |
Caution | Be honest and authentic |
The content for this stage should explain and even demonstrate how your brand will effectively address the problem buyers identified in the awareness stage and, ideally, get them to try your product/service themselves.
Some common types of content to create in the consideration stage are:
Comparison Articles:
Example: “HIIT vs. Steady-State Cardio: Which is Better for Building Stamina?”
Case Studies:
Example: “How I Improved My Stamina in 8 Weeks: A Personal Journey”
Product Reviews:
Example: “Top Fitness Trackers to Monitor and Improve Your Stamina”
How-to Guides:
Example: “Step-by-Step Plan to Build Your Stamina in 30 Days”
Testimonials:
Example: “Success Stories: How These Athletes Boosted Their Stamina”
Expert Interviews:
Example: “Fitness Trainers Share Their Best Stamina-Building Tips”
Detailed Infographics:
Example: “Comparing Different Stamina-Boosting Workouts: Pros and Cons”
In-Depth Videos:
Example: “Building Stamina: Expert Advice and Workout Routines”
Webinars/Q&A Sessions:
Example: “Live Q&A: How to Effectively Build and Maintain Stamina”
These types of content help potential customers compare their options, see real-life examples, and gain deeper insights into how they can achieve their goal of building stamina.
Brand Spotlight: How Does Shopify Make Potential Buyers Consider Their Offerings?
Shopify, the renowned e-commerce company, offers free webinars to highlight its services. These live courses and webinars intrigue potential buyers by adding a remarkable value proposition.

So, before availing themselves of any Shopify services, customers can educate themselves on startup or marketing ideas. This content motivates them and makes it easier for them to make the final decision.
3. Highlight USPs During the Decision Stage
This is the final stage, where your potential buyer is ready to purchase. They know what they want and may have developed a potential list of vendors. In this stage, you aim to persuade prospects to purchase your offering rather than your competitor’s.
This is your chance to showcase the unique value of your solution and offer evidence of how it helped others who are facing similar issues succeed.
For instance, if they’ve decided to join a gym, you need to showcase your service is best suited for them. In addition to explaining “why to choose your gym,” also offer an apt case study of why yours is the best option.
What Should Your Approach Be?
In the decision stage, your primary focus is on content that highlights the benefits offered. Here are the general points to consider:
Aim | To highlight your unique selling proposition |
Solution | Offer promotional content with CTA |
Caution | Show eagerness to contact qualified leads |
It’s time to provide social proof and back up the claims you have made in the previous stage about your product being the best solution.
Some popular types of content to provide potential buyers at this stage include:
Detailed Product Descriptions:
Example: “Why Our 12-Week Stamina-Building Program is the Best Choice for You”
Special Offers/Discounts:
Example: “Sign Up Today for Our Stamina-Building Program and Get 20% Off”
Customer Testimonials and Reviews:
Example: “Hear from Our Clients: How Our Program Helped Them Build Stamina”
Demo Videos:
Example: “Watch Our Stamina-Building Workout in Action: See the Results”
Free Trials/Samples:
Example: “Try Our Program Free for 7 Days and Start Building Your Stamina”
Comparison Charts:
Example: “Compare Our Stamina-Building Program with Others: See Why We Stand Out”
Money-Back Guarantee:
Example: “Join Our Program with Confidence: 30-Day Money-Back Guarantee”
Case Studies with Data:
Example: “Real Results: How Our Clients Improved Their Stamina by 50% in 8 Weeks”
FAQs:
Example: “Got Questions About Building Stamina? Here Are the Answers”
Personalized Consultations:
Example: “Book a Free Consultation to See How Our Program Can Help You Build Stamina”
These types of content aim to reassure potential customers, providing the final push they need to make a purchase decision by highlighting the benefits and unique value of your offering.
Brand Spotlight: How Does Spotify Persuade Potential Buyers to Give Them a Try?

Spotify, the popular music streaming platform, drives customer acquisition and conversions through special discounts and family plans that cater to different users. Their commitment to user satisfaction shines through their personalized playlists and recommendations. This personalization ensures subscribers consistently discover new music they love, maximizing the value of their subscription and fostering long-term loyalty.
Best Practices for Buyer’s Journey Content Creation
1. Develop Buyer’s Personas
Buyer personas are in-depth profiles of your ideal audience and typically include information like gender, age, likes, dislikes, and location. By creating accurate personas, you can map out a more effective buyer journey, tailoring your messaging and content to meet your ideal prospects exactly where they are.
Remember, your customer base is diverse, so develop multiple personas to represent different segments. This allows you to create a customized journey for each, ensuring that every touchpoint resonates with the right audience.
2. Establish Goals for Your Content
The point of creating content according to your buyer journey is to effectively draw visitors through the sales funnel by presenting them with the content they need to take the next step and move closer to purchase.
So, it would help if you defined measurable goals for each stage of the journey to learn whether your content works and move prospects to the next stage.
The goals you set will depend on the buyer’s stage and the type of content. Here are six content goals that marketers widely use:
- Acquisition: To attract new visitors
- Education: To engage prospects and keep them coming back
- Activation: To turn visitors into subscribers
- Revenue: To persuade visitors to make the purchase
- Expansion: To encourage buyers to upgrade
- Referral: To delight customers and turn them into loyal brand advocates
3. Align Marketing and Sales Departments
Aligning the marketing and sales team is the key to a smooth buyer journey. Once your marketing team has identified and published the content your prospects need at each stage, ensure your sales representatives (reps) are ready to run with every opportunity.
Sales reps don’t talk with potential customers until the decision stage, at which point your potential buyer may or may not have read every piece of content. Your reps must be able to address prospects with varying degrees of education about their offerings.
Ensuring all team members understand the entire acquisition process allows them to adapt their approach based on each prospect’s familiarity with your offerings. This collaboration results in a more seamless customer experience, ultimately driving conversions.
4. Maintain Brand Consistency in Each Stage
Your content strategy across the buyer’s journey serves a crucial purpose: to draw potential customers closer to your brand and guide them toward a purchase. Consistency is key in this process.
Maintaining a uniform brand voice and message throughout all stages ensures a consistent and recognizable presence in the market.
When your brand guidelines are at the forefront of each content piece, your narrative flows through each stage. This approach fosters familiarity and trust, making your brand more memorable and relatable to potential customers.
Final Words: Design a fail-proof content strategy
Every business offers a unique buyer’s journey that can’t be replicated from one company to another.
When defining your buyer’s journey, you must understand your audience and then develop relevant and targeted content at each phase to inspire them to take further action. Each piece of content should have a clear purpose and be measured for effectiveness.
Mapping the content to the buyer’s journey is essential to close more deals.
WrittenlyHub is a content marketing agency that offers a one-stop solution. With us, define your audience persona, create your buyer’s journey, and get content for every phase to drive conversions and build lasting relationships with your prospects.
Frequently Asked Questions
1. What is the buyer’s journey?
The buyer’s journey outlines a customer’s process for buying a product or service. It covers everything from when they identify a desire or need to when they decide to purchase.
Understanding the buyer’s journey lets you choose the best communication methods with your audience. Once you identify the needs and preferences of your target customer at different stages, it is easier to create a persuasive content strategy.
Additionally, a detailed buyer journey helps identify gaps and opportunities for improvement, ensure that marketing efforts are aligned with customer expectations, and drive long-term loyalty.
2. What is the difference between the buyer’s and customer’s journeys?
The buyer journey focuses on how you acquire customers, while the customer journey is more about how you retain them.
The buyer journey refers to a potential customer interaction before purchasing. During this period, businesses focus on serving prospects the right content at the right time to move them forward and eventually turn them into customers.
On the other side, the customer’s journey involves everything that comes after the buyer’s journey. Savvy businesses know that the first purchase is merely the start of a relationship, so this process focuses on retention.
Businesses can earn long-term support from their customers by continuously engaging with them with personalized, valuable content.
3. How can you measure the effectiveness of the buyer journey?
A successful buyer journey leads your business towards conversion and sales, whereas an unsuccessful one can lead to the loss of the customer. To measure the impact of your buyer journey, you can rely on the following key metrics:
- Conversion rates: Track the percentage of prospects who move from one stage of the buying journey to the next. Higher conversion rates at each stage indicate that your strategies are working.
- Customer satisfaction scores (CSAT): Use surveys and feedback forms to gauge customer satisfaction at different touchpoints. High CSAT scores indicate a successful journey.
- Net promoter score (NPS): Ask customers how likely they are to recommend your product or service to others. A high NPS reflects a strong, effective customer journey.
- Drop-off rates: Analyze where potential customers drop out of the journey. High drop-off rates at specific stages indicate areas needing improvement.
- Behavioral Analytics: Use tools like Google Analytics to track customer behavior on your website, such as page views, time spent on pages, and navigation paths.
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