What content ideas do you have for your buyer’s journey?
The buyer’s journey is the active research process someone goes through leading up to a purchase. It’ll help you understand your audience’s challenges and goals, and provide guidance for brainstorming new content.
Get started creating impactful content for your target audience by brainstorming one content idea for each stage of the buyer’s journey. Then, share your ideas below!
Remember, the buyer’s journey consists of three stages: awareness, consideration, and decision. To learn more about this, check out the Creating Content for the Buyer’s Journey lesson via HubSpot Academy.
What content ideas do you have for your buyer’s journey?
Melody is needing a new sweatshirt for her fall gathering. She is not sure what the temperature would be, the formality of the event, or what others may be wearing.
1. Awareness Stage
Problem Recognition: Melody realizes she needs something appropriate to wear for her fall gathering, but she’s unsure about the weather, formality, or what others will be wearing. This makes her feel unprepared, so her problem is that she lacks an outfit that’s both stylish and versatile enough for unpredictable weather and varying levels of formality.
Needs/Concerns:
Something comfortable and suitable for both casual and semi-formal settings.
Layering options in case of fluctuating temperatures.
A style that fits in with what others might be wearing.
Melody will likely start researching different types of clothing, such as fall outfits, trendy fall sweatshirts, or versatile pieces that can be dressed up or down. She might turn to blogs, social media, or fashion websites for inspiration on seasonal trends.
2. Consideration Stage
Exploration of Solutions: After understanding her problem, Melody starts exploring potential options. She may browse online stores, look through her favorite retailers' websites, or even consider visiting a store in person.
What Melody is Thinking:
Is a sweatshirt the right piece for this event? Or would a cardigan or sweater be better?
Should I go for something trendy, like an oversized sweatshirt, or something more fitted and classic?
Does the fabric matter? She might be considering whether a lightweight fabric or something warmer, like fleece, will suit her needs better.
Would neutral colors like beige, grey, or navy be versatile, or should she choose a more vibrant fall color like burnt orange or deep green?
During this phase, she’ll likely compare prices, read reviews, and consider different brands. She might also consider factors like how quickly she can get the item if she’s purchasing online and whether she’ll have time to return it if it doesn’t work out.
3. Decision Stage
Final Choice: Melody is ready to make her decision. She’s narrowed down her options and is weighing which sweatshirt fits all her criteria:
Is it appropriate for various fall events?
Can she layer it with other pieces in case it gets cold?
Is it versatile enough for both casual and semi-formal settings?
She’s also checking practical concerns like:
Will it arrive in time for the event?
Is it within her budget?
Can she return it easily if she changes her mind?
At this point, Melody may choose to purchase from a brand she trusts, or she might prioritize convenience by choosing an option that offers fast shipping. If she’s shopping in-store, she could be swayed by the feel and fit of the sweatshirt.
What content ideas do you have for your buyer’s journey?
I really like your approach! Creating a blog post or infographic that addresses common business management challenges is a great way to pull people in during the awareness stage. For the consideration stage, a comparison chart or guide is spot on—it’s super helpful for people to see their options side by side when they’re weighing their choices. And case studies for the decision stage are always powerful because they show real-world success stories, which can be the final nudge someone needs.
I’d also suggest maybe mixing in some video content or even a webinar for the consideration stage. People love seeing things in action, and it gives them a chance to engage directly with the content. Just a thought! Overall, your ideas really cover the key points in the buyer's journey.
What content ideas do you have for your buyer’s journey?
For the buyer’s journey, I recommend creating a blog post or infographic that highlights common challenges in business management to attract and inform potential buyers in the awareness stage. For the consideration stage, a comparison chart or guide outlining different business tools and their features can assist them in evaluating their options. Finally, in the decision stage, a detailed case study showcasing successful implementation of a specific strategy or tool can illustrate real-life results and help finalize their choice. These content ideas should effectively support your audience throughout their decision-making process.
What content ideas do you have for your buyer’s journey?
With the NTE doctor I have worked with we help patients find and connect with her as a top provider, primarily through word-of-mouth referrals and positive reviews on Google and other doctor directories. To address the buyer's journey, we have created a blog post titled "Top 10 Signs You Need to See a Specialist" for the awareness stage, crafted an eBook called "How to Choose the Right Doctor: A Comprehensive Guide" for the consideration stage, and developed an interactive tool for scheduling free consultations with our top-rated doctors for the decision stage. These content ideas aim to educate, inform, and assist patients in making informed healthcare decisions.
What content ideas do you have for your buyer’s journey?
We have used social media posting, infographics and how-to-videos for awareness stage. At consideration stage, live webinars and testimonials; and for the decision stage a demo.
What content ideas do you have for your buyer’s journey?
We are an insurance technology company. For our operatorsn buyer persona:
Awareness: Blogs about the risks and challenges associated with security deposits in rental housing.
Consideration: Comparison guide of different security deposit alternatives and a free property assessment to determine if your eligible for coverage to offer a zero-deposit program, with an associated guided quiz about the benefits and solutions that it presents to your various stakeholders.
Decision: A virtual or live demo, autonomous or with a licensed sales rep and insurance advisor.
As we expand into new products, we are going to launch a podcast and thought leadership campaign to attract asset managers and investment managers, which will be a new buyer persona and new product entirely.
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