• Kim Essex

The Buyers Journey: Creating Content for Each Stage

Before you create content for your website, it's important to understand each stage of the buyer's journey, which is the process a buyer goes through before buying a product or service. It’s everything a buyer does before deciding to buy from you or someone else.

Understanding your buyer’s journey helps you give your buyer exactly what they need when they need it. The buyer’s journey is not about making a hard sales pitch, it’s about building trust and providing them with the right content at the right time. This makes it easy for you to guide them through the buyer’s journey and convert them into a customer.

The buyer’s journey has three stages.


1. Awareness Stage

Your buyer realizes they have a problem, but they’re just not sure what their problem is. During this stage, they do some online research to help pinpoint their problem.

In this stage, focus your content on your buyer’s problem and not on your product or service. The types of content below will help guide your buyer through the awareness stage.

  • Blog posts

  • Checklists

  • eBooks

  • Educational webinars

  • Email newsletters

  • How to videos

  • Research reports

  • Tip sheets

  • White papers

2. Consideration Stage

Your buyer knows exactly what their problem is, so they are researching options to solve it.

Now it's time to focus your content on your product or service and how it can help your buyer. Here are a few types of content that will help guide your buyer through the consideration stage.

  • Case studies

  • Data sheets

  • Demo videos

  • FAQs

  • Product or service sample offers

  • Product or service webinars, podcasts or videos

3. Decision Stage

Your buyer knows how to fix their problem and they are ready to pick a solution. Your buyer has researched their options and makes an informed decision.

Your content should include a compelling call to action, so you can easily convert your buyer into a customer. These types of content will help guide your buyer through the decision stage.

  • Coupons or discounts

  • Customer testimonials

  • Estimates

  • Free consultations

  • Free trials

  • Live demos

  • Product or service comparisons

  • Product or service literature

  • Vendor comparisons

Your website visitors may visit your website in any (or all) of the three stages, so be sure to include content for each stage on your website.

For all of your content creation and copywriting needs, contact Kim Essex.


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