Content Strategies for Different Stages of the Buyer Journey

We usually don’t make purchases on a whim, and instead, there is a whole process of research and consideration before anyone shells out those bucks. So in simple terms, a buyer journey is your buyer’s path to purchase. 

Buyer Journey gives marketers an insight into the pains and problems experienced by their customers and the influencing factors that push them to make a decision. It allows you to better empathise with the buyer and position your products or services along the process. 

With the aftermath of the pandemic, around 57% of the buyer journey happens without any human interaction even taking place. So how do you engage your buyers without actively interacting with them? 

Content strategy is your answer. It is essential to prepare a content strategy for each stage as it will be easier for you to motivate the buyer to make a purchase when they hit the human interaction part of their journey. 

Let’s dig in a little further to understand better the different stages of a Buyer Journey and the types of content for each stage. 

There are five stages to a Buyer Journey:

Example: “I am thirsty.”

This stage is where the buyer realises that they have a problem. They don’t know how to meet or solve the problem yet. Their goal is to alleviate the pain, but this is only an information-gathering step. 

They are looking to get a better idea and give a name to their problem. They are not ready to make any decision. 

Your content strategy should focus on the pain and problems of your buyers and provide them with big-picture industry-focus resources that can help them define their problems. Your best choice is press releases, social media promotions, or advertorial content that leads them to the next stage.

• What is the priority of the challenges for buyers? 
• How do buyers talk about their goals or challenges?
• Are there any misconceptions buyers have about addressing their problems? If so, what are they?
• What are the consequences of buyers’ inaction? 

Example: “Where can I find some drink?”

Once buyers have a little understanding of their problem, they get interested in finding a solution. They start discovering products, brands, and trends. 

The goal of your content plan is to educate and help buyers evaluate buying criteria. Usually, buyers trust videos, webinars, events, or ebooks in the research stage.

• How do buyers educate themselves on these goals and challenges?
• What are the symptoms that bring their attention to the problem?
• What will help them identify the problem and push them to your products or services designed to help them?
• What online or offline sources do they find reliable?

Example: “The vending machine has water, soda and juice. What should I buy?”

Now that your buyers have clearly defined the problem and are committed to solving it, the next step is to guide them through different approaches or methods available to them. Your content strategy should help them make a decision. 

While case studies or data sheets can prove helpful in this stage, offering demos or leading them to trusted reviews will motivate buyers to solve their challenges. 

• What are the different categories of solutions available to the buyers?
• In what way do buyers educate themselves on the various categories?
• Are there any pros and cons for each category? If so, how do buyers perceive them? 
• What factors influence the buyers’ decision for the right solution for their needs?

Example: “I will buy a soda.”

When your buyers reach this stage, they are ready to make the final decision and has a solid reason for their choice. They have already decided on the solution and evaluated providers. As a marketer, you should focus on learning if they have any objections before making the purchase. 

Your content should not only validate their decision but also make the purchase process easy. You need to cater to their every question and provide the best service to them. This stage could be where your buyer makes his first human contact with your business. 

Your sales approach must highlight a unique selling proposition that provides value and set you apart from the rest. While they are talking to sales, your content strategy offers support to keep their attention. Engage them in live training, demos, user guides or kick-off events

• What do buyers know about your products and services? 
• What do they like about your products and services compared to your competitors? 
• Do they have any concerns?
• Do buyers want to test the products or services before making a purchase? 
• Do buyers need any additional information, such as user guides or manuals? 

Example: “The soda is flat. I should have got water.”

Excellent customer service leads to brand loyalty. In this stage, your buyers expect an exceptional product or service performance and excellent customer service. Play your cards right, and you get a loyal customer base. Who knows, they could turn into an advocate for your brand. After all, word-of-mouth is one of the only forms of marketing that comes from your buyers. 

To keep them coming back, offer loyalty programs, build customer communities (online and offline), send newsletters, or even check in through phone calls. The goal is to make them feel cared for. 

• How are buyers expecting to receive post-purchase support and guidance?
• What obstacles could buyers face in your products or services?
• What are buyers’ expectations of your products or services?
• What actions do buyers need to take to achieve the best result?
• How do buyers rate your product or service, its value, and their satisfaction?

So there you have it – The buyer Journey and all its stages. 

Before you jump on creating your buyer journey, make sure you know your buyer personas. Be sure to read our article, “The Importance of Buyer Personas“. 

Don’t forget that the primary goal of Buyer Journey is to build a more customer-centric strategy to meet the needs of your target audience. 

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