How To Plan Your Marketing Content Using The Buyer’s Journey

Kevin Mullins

Whether you are making your first steps in content marketing or already have an extensive content marketing strategy mapped out, the buyer’s journey should always be your key point of reference.

At Atomivox, we equate the buyer’s journey to something like a human guidebook. A psychological map for your marketing and sales team.

“Content isn’t King, it’s the Kingdom.”

Lee Odden

Combining content marketing with a deep understanding of the buyer’s journey means not guessing, but knowing, what’s going on inside your customer’s head.

It means being able to anticipate how ideal customers are likely to respond.

It means setting content strategies and priorities as you plan out your marketing content.

If you’re in charge of driving revenue growth for your company, your goal should be to create valuable content that targets and resonates with website visitors at each stage of the customer journey. 

And just as all roads lead to Rome, every piece of marketing content should offer your prospective buyers a personalized roadmap to the purchase decision.  

Join us as we explore how to plan your marketing content using the inbound marketer’s secret weapon: the buyer’s journey.

What Are the Stages of the Buyer’s Journey?

The buyer’s journey is the mental process buyers go through before making a purchase. The journey has three stages.

  1. At the awareness stage, buyers become aware they have a problem, but they don’t have a name (or use the right keywords) for it. 
  2. During the consideration stage, they research providers, options, and solutions.
  3. Finally, during the decision stage, buyers weigh their options and pick a solution.    
Buyer's journey graphic to help plan your marketing content. Courtesy of HubSpot.
Courtesy of HubSpot

How to Create Content Using the Buyer’s Journey

Atomivox Awareness Stage

Awareness Stage Content 

Awareness stage prospects may not even know they have a problem. If they know it, it’s symptomatic and ill-defined. They don’t have the right words or concepts for a solution just yet.

This is where you come in: your job is to help prospective buyers identify their pain point — but without forcing products or services on them. At least not yet. 

During the awareness stage, your ideal customer isn’t ready to buy anything. Trying to land a sale or force a decision at this stage in the buyer’s journey feels pushy and makes buyers uncomfortable.

During the awareness stage, your ideal customer isn’t ready to buy anything. Trying to land a sale or force a decision at this stage feels pushy and makes buyers uncomfortable.

Instead, you should be focusing on helping customers see the big picture. You can discuss the latest industry trends, explore concepts and ideas, and provide informative and educational content on your blog.

Content formats to consider at this stage include:

  • eBooks
  • Analyst Reports
  • Informational Blog Posts
  • Self-Help Guides
  • Checklists
  • How-to Guides
  • Game/Quizzes
  • Sample Agendas

… and more.

Keywords and target search terms used frequently during the awareness stage: Troubleshoot, Fix, Resolve, Remake, Upgrade, Improve

Atomivox Consideration Stage

Consideration Stage Content

Once you have people interested in solving their problem, you want to show them how to do it. 

The important thing during the consideration stage of the buyer’s journey is to offer helpful guidance and not jump right into recommending your solution.

Your prospective customers might still be wary of an outright sale. If you appear too pushy or desperate, customers will flee.

Instead, be your ideal customer’s trusted guide. Talk with them. Not at them.

Help your prospective customer discover different brands, products, and services. Compare the pros and cons. Consider creating comparison videos or case studies and data sheets for website visitors to download.

These position your brand as approachable and helpful. Buyers in the Consideration stage gravitate towards helpful brands and away from pushy brands.

Content formats to consider at this stage include:

  • Podcasts
  • Webinars
  • YouTube Videos
  • Worksheets
  • Templates
  • Calculators
  • Comparison Guides
  • Practice Tests

Keywords and search terms used frequently during the consideration stage: How-to, Solution, Service, Supplier, Tool, Software.

Atomivox Decision Stage

Decision Stage Content 

The last and vital step is to show the target customer why your product or service is their optimal choice. After you’ve shown your expertise and your willingness to help, the decision stage is where you present a choice to your ideal buyer.

The decision stage game is yours to lose.

If you’ve done your job and successfully led your ideal client’s through the awareness and consideration stages, you only need to make your case and close the sale.

The decision stage game is yours to lose. If you’ve done your job and successfully led your ideal client’s through the awareness and consideration stages, you only need to make your case and close the sale.

But don’t just extol whatever you are selling. Direct promotion is not what you are after. 

Instead, your goal should be to build a unique value proposition.

How do you do that? 

By creating a personalized recommendation to address your prospect’s specific needs and goals.

Support your argument with user experience reports, case studies, before-and-after comparisons, and anything else that helps make a strong case for your products or services.

Content formats to consider at this stage include:

  • FAQ Guides
  • Self-Assessments
  • Demos/Trials
  • Meeting or calls with Sales Reps or SMEs
  • Product Brochures

Keywords and search terms used frequently during the decision stage: Comparisons, Versus

Case Studies, Reviews, Tests, Free Trials, Pricing.

It’s also a good idea to jazz up your offer with a product demo, a free trial, or bonus materials.

If you can get them on a call, your subject matter experts, sales engineers, or product owners are perfect to speak with prospective customers at this stage. Why?

They’re more focused on understanding how your product or solution can solve the buyer’s problem, not making the sale. They’re perceived as more objective

That is the content marketing strategy that leads to higher conversion rates, closes more sales, and generates repeat purchases from happy customers.

Final Tips on Content Creation 

When developing your content marketing plan, keep the following points in mind:

  • Aim to create custom content that addresses your prospects specific information needs. 
  • Remember, prospective customers all respond differently during the stages of the customer journey.
  • Use relevant content formats and multiple marketing channels. 
  • While you don’t want your content to be repetitive, it has to be consistent.
  • Rely on your brand script, content and messaging to lead prospects to the same end goal: closing the sale.

Curious to learn more about the buyer’s journey and why it matters to your digital marketing strategy? Click here.

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