What content ideas do you have for your buyer’s journey?

[kara_susvilla]

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.

[E10]

Since my company is position to educate the loca creative industry my contact ideas would focus on topics like "Top Five Tool To Build Brand Identity" considering the awareness stage of my buyer's journey.

[MMatsushita]

At an Awareness Stage, customers begin to realize their problems or needs, they are not yet aware of potential solutions. So, content goal could provide educational information to help the buyer recognize their problem and capture interest and build empathy. Therefore, as a recoomendation for content, Blog articles (e.g., industry challenges or trends), eBooks or whitepapers (e.g., beginner’s guides), Infographics (to visualize key data), problem-focused videos or social media posts, checklists (e.g., “Is this issue affecting you?” self-assessment). Regarding to considarion stage, customers understand their problem and are actively researching solutions. Also they compare different options amang competitors. So, content goal could explain the solutions in an informative way and help buyers evaluate and compare their choices. As a example to reccomedation of content, solution comparison guides, case studies (real-world success stories), expert-led webinars, product introduction videos, detailed FAQ pages. In terms of decision stage, clients are ready to decide which product or vendor to choose, and need reassurance and final proof before buying. As the content goal, it can convince the buyer that your company is trustworthy, eliminate final doubts and encourage purchase. Therefore, recommen of content types will be free trial or demo sign-up, pricing and plan comparison charts, customer testimonials, guides on “how to get started”, information on post-purchase support.

[Ric7]

What content ideas do you have for your buyer’s journey?

In my case, I work in the Language access industry so, my idea of the ideal buyer`s journey is as follows: 

1. Awareness Stage

Buyer Mindset:
"I need help communicating across languages but don’t know where to start."

Goals:

• Identify the need for translation/interpreting services

• Understand what's available in the market

• Get educated on the importance of quality language services
  
  Content & Actions:

• SEO-optimized blog posts like “Why Professional Translation Matters in Legal/Healthcare/Business”

• Educational infographics or videos explaining use cases (e.g., courtroom interpreting, multilingual marketing)

• Free downloadable guides or glossaries (e.g., “10 Common Translation Mistakes to Avoid”)

• Sponsored content or guest blogs in relevant industries (legal, medical, tech)

2. Consideration Stage

Buyer Mindset:
"I’m comparing options to see which provider best fits my needs."

Goals:

• Evaluate potential vendors

• Compare pricing, specialization, and turnaround times

• Understand processes and technology used (CAT tools, QA workflows, etc.)

Content & Actions:

• Detailed service pages by vertical (e.g., Legal Translation, Medical Interpreting)

• Comparison charts (e.g., “Freelancer vs. Agency vs. In-House Team”)

• Case studies with measurable outcomes (e.g., “Reduced client turnaround by 40%”)

• Live demos or sample translations

• FAQ and pricing transparency

3. Decision Stage

Buyer Mindset:
"I’m ready to choose a provider and want to ensure I make the right call."

Goals:

• Get reassurance and remove last doubts

• Understand the onboarding process

• Negotiate terms, SLAs, or rates

Content & Actions:

• Personalized proposals or quote calculators

• Free trial or small pilot project offer

• Clear onboarding documentation or process timeline

• Client references or 1:1 testimonial calls

• Tailored presentations or solution briefs

4. Post-Purchase Stage

Buyer Mindset:
"I want to ensure the service meets expectations and consider ongoing collaboration."

Goals:

• Ensure quality and reliability

• Get support or training if needed

• Build a long-term partnership

• Provide feedback

Content & Actions:

• Onboarding call with dedicated PM

• Satisfaction survey after delivery

• Loyalty program or volume discounts

• Regular business reviews and upsell opportunities (e.g., offering subtitling after a translation project)

• Client spotlight or co-branded success stories

[templeriser]

what is content?

[JGhosh0]

add relevant content and attach a proper and relevant image  that matches the content

[srijitc]

Creating targeted content for each stage of the buyer’s journey—awareness, consideration, and decision—is essential to guiding prospects effectively. Here are content ideas tailored for each stage:

 1. Awareness Stage
*Goal:* Educate and inform potential buyers about their problems or needs without pushing your product directly.

**Content Ideas:**
- **Blog Posts & Articles:** Cover industry trends, common challenges, and pain points your target audience faces.
- **Infographics:** Visual summaries of complex topics or data that highlight issues or opportunities.
- **E-books & Whitepapers:** In-depth guides on industry problems, offering valuable insights.
- **Videos & Webinars:** Short videos or live sessions discussing general challenges or introducing solutions.
- **Social Media Content:** Tips, stats, and thought leadership to build awareness and engagement.
- **Polls & Surveys:** Engage audience to understand their challenges better and spark interest.

2. Consideration Stage
*Goal:* Provide solutions and options, positioning your offerings as viable choices.

**Content Ideas:**
- **Comparison Guides:** Side-by-side analysis of different solutions or approaches.
- **Case Studies:** Real-world examples illustrating how similar businesses solved their problems.
- **Product Demo Videos:** Show how your solutions address specific pain points.
- **Webinars & Workshops:** Deep dives into specific topics with solutions, featuring industry experts.
- **Guides & How-To Content:** Step-by-step instructions on implementing solutions or best practices.
- **Interactive Quizzes:** Help prospects identify their needs or suitable solutions.

 3. Decision Stage
*Goal:* Convince prospects to choose your product or service.

**Content Ideas:**
- **Product Demos & Free Trials:** Hands-on experience to showcase your offering’s value.
- **Customer Testimonials & Reviews:** Social proof from satisfied clients.
- **Pricing & ROI Calculators:** Tools to demonstrate value and return on investment.
- **Case Studies & Success Stories:** Detailed accounts of how you delivered results.
- **Proposals & Custom Quotes:** Tailored offers that address specific client needs.
- **FAQs & Objection Handling Content:** Address common concerns or hesitations.

let's connct for more info @srijitc .. Happy to help

[APancella]

I'm using inbound marketing concepts to help me create resources for staff at social service agencies who want to reflect on their mission and purpose, so they are not exactly buyers, but the journey is similar. I am thinking of awareness, consideration and decision in terms of people's interest in engaging with what my office has to offer our network as a whole. Here's some of the content ideas that are occuring to me:

Awareness: maybe someone at this stage has encountered an interpersonal challenge at their agency. A blog post with a short reflection from someone who has encountered a similar challenge may help them feel less alone and spark some ideas for meeting the challenge.

Consideration: we host monthly Zoom meetings with mission reflections. Attending one of these would give a staff member a sense of what the broader community is like and how it feels to share our challenges and good news with each other.

Decision: Maybe a sign-up form to meet with someone from our office to discuss a tailored mission event?

[indriana89]

In the awareness stage, I would use social media like Instagram by posting reels or carousel that educate, and stories as it is more engaging. 

For the consideration stage I would use website/landing page to give more info and a free-product or template as a lead magnet.

For the decision stage, I would provide the buyer with free consultation, a demo or free trial product, and email marketing to send them newsletters so they can keep up to date on new product information.

[taylormarsh93]

In the awareness stage, I would use video as it is more engaging. 

For the consideration stage I would use product demos.

For the decision stage, I would provide the buyer with newsletters so they can keep up to date on new product information.

[petermachinist6]

Informative 

[MJoseph83]

blog post, infographic, and newsletters

[Bschanck]

Content ideas I have in mind for my buyer's journey is to conduct a survey. I'm interested in learning more about their needs/wants. 

[talentaruth17]

Goal: Help potential buyers identify their problem or need.

• Educational blog posts (e.g., “Top 5 Challenges Faced by [Your Audience]”)

• Infographics explaining industry trends or statistics

• Short explainer videos introducing common pain points

• Social media posts highlighting key questions or misconceptions

• Ebooks or guides like “The Beginner’s Guide to [Topic]”

• Quizzes or assessments to help them self-diagnose a problem

[Dhruv1]

Content Ideas Aligned to the Buyer’s Journey:"*

1. *Awareness Stage (Problem Identification):*
- "Top 5 Signs You Need [Solution]" (Blog post/Infographic)
Example: For a CRM tool: "Is Your Spreadsheet Killing Sales? 5 Signs You Need a CRM"

2. *Consideration Stage (Evaluating Options):*
- "Comparison Guide: [Your Product] vs. [Competitor]" (Downloadable PDF/Video)
Example: "HubSpot vs. Salesforce: Which CRM Fits Your Budget?"

3. *Decision Stage (Ready to Buy):*
- "Free Trial + Onboarding Checklist" (Interactive Tool/Landing Page)
Example: "Get Started in 10 Minutes: Your CRM Implementation Checklist"

*Pro Tip:* Repurpose core content into formats your persona prefers (e.g., LinkedIn Carousels for B2B, Reels for Gen Z).

[AnandSingh2585]

• Awareness: Educational blog posts, infographics, social media.
• Consideration: Case studies, webinars, product demos, comparison guides.
• Decision: Testimonials, pricing pages, free trials, detailed documentation.
• Post-Purchase: Onboarding guides, tutorials, customer success stories.

[RJames52]

As an AI automation agency owner with most of my potential clients are in the awareness stage, I create content explaining AI and its various uses in the workplace.  More specifically showing how a business can become more efficient with processes, make more money, and free up time for the owners.

[FWashington]

As a mirco computer startup company, and within the consideration stage of the buyers journey, I would focus on creating content to explain the need of the product to elimanate their problem, I would weight out the pros of the purchase as well as the cons. Also, in the Decision stage, I would create a try now, before you buy option so that the buyer can experience hands on approach to what we have to offer with our mirco computers. 

[JNoguera0]

Hi, may I recommend sharing information on real issues that affect the lifespan of a laptop?

For example, here's a recent story I've encountered myself: I have a three-year-old laptop. I bought it with plenty of resources, so it should be in good shape for several years. The Hard Drive is an SSD drive, and a couple of weeks ago, it started showing heating problems. 

Initially, I thought it may be an end-of-life issue. I researched the web and found out there are newer SSD drives with additional capacity (from 500MB to 1TB) and lower temperature generation. So I decided to buy a new SSD and replace it myself. (not a guru). When I opened the laptop, I found out that both fans were clogged, so the heating resulted from that, and I decided to replace the storage and clean the fans to continue using the laptop for several more years.


So, short story...  The story you may tell. (one of many).
Imagine that... (awareness)
You bought a number of IT devices that are used by all sorts of professionals and are subject to heavy wear and tear. Have you realized if there is any "physical" preventative activity that may avoid unnecessary costly repairs due to heating, or any other physical consideration due to wear and tear?

What would you do to early identify any issue?  It is about having the right resources, and the right process to monitor...

... and continue with why me? why now?

Wishing you well.
J.

[FWashington]

As a mirco computer startup company, and within the awareness stage of the buyers journey, I would focus on advertising my brand to create awareness to the potencial buyers. I would create video content to display the functions. 

[NishSingh]

As building a startup for retail in sustainable and organic products, for the awareness stage - I would create content heading - the need for choosing organic lifestyle options