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?
Creating content that aligns with each stage of the buyer's journey is crucial for effectively guiding potential customers from awareness to decision. Here's a content idea for each stage of the buyer's journey:
Awareness Stage
Content Idea: Educational Blog Post
Title: "Understanding Common Challenges in [Your Industry/Field] and How to Overcome Them" Description: Create a blog post that addresses common pain points your audience faces. This content should be informative and aimed at educating potential customers about the challenges they might encounter. It can include statistics, anecdotes, and insights to help them recognize the problems they need to solve, establishing your brand as a knowledgeable resource.
Consideration Stage
Content Idea: Comprehensive eBook
Title: "Comparing Solutions: A Guide to [Your Product/Service] Options" Description: Develop an in-depth eBook that explores different solutions available in the market, including your offerings. This content should help potential customers evaluate their options and consider factors that might influence their decision. Include case studies, testimonials, and a comparison chart to provide value and assist in their decision-making process.
Decision Stage
Content Idea: Product Demo Video
Title: "See [Your Product/Service] in Action: A Comprehensive Demo" Description: Produce a detailed video demonstration of your product or service. Highlight key features, benefits, and unique selling points. This content should aim to reassure and convince prospects who are ready to make a purchase decision. Include a call-to-action encouraging viewers to contact sales or sign up for a free trial.
By crafting targeted content for each stage, you can effectively nurture leads and guide them through the buyer's journey, ultimately increasing conversions and building lasting customer relationships.
What content ideas do you have for your buyer’s journey?
In the awareness stage, I would create blog posts and social media posts with educational themes and mainly recommendations on what not to do. For consideration, I would present success stories and numbers in industries similar to the prospect’s. For the decision stage, I would offer a free analysis of the resources they currently have.
What content ideas do you have for your buyer’s journey?
For the awareness stage, I’d create educational blog posts about common challenges related to the product/service. In the consideration stage, I’d share case studies and customer testimonials. For the decision stage, I’d offer a free trial or demo to help finalize the purchase decision.
Sep 19, 202411:54 AM - edited Sep 19, 202411:56 AM
Member
What content ideas do you have for your buyer’s journey?
What are your content ideas for your buyer's journey?
I prefer storytelling or short explainer videos because, if I am, for example, a phone seller or provider, I know that every time a buyer wants to purchase a new smartphone, their awareness phase always starts with the need to learn more about that phone as well as the alternatives offered by other brands. So, if from the beginning my persona comes across an article or a video presenting all the features and benefits of my product, the decision will be easier.
What content ideas do you have for your buyer’s journey?
For my buyer's journey, I'd use short-form videos and social media polls in the awareness stage to engage quickly. For the consideration stage, I'd create interactive quizzes and webinars to help them explore solutions. In the decision stage, I'd offer live demos or influencer reviews to showcase the value and build trust. This modern approach keeps my audience engaged while delivering value at each step.
What content ideas do you have for your buyer’s journey?
What about IRL thoughtful gifts like printed books, cards, notepads and other "utility merch". I think during the decision stage, those things could definitely "stand out" and help push to decision.
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.
.png "HubSpot Employee"){kind=icon}
