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.

[gkaur79]

For Awareness Stage, I would create blogs, small videos describing the problems and gaps and social media posts. 
For Consideration, I would show how existing customers used the product and services and what benefitted them. Some live webinars and feedback assessments. 

For Decision stage, I would offer free trial and suggest the plans, offer consultations and create FAQs as well as Demo videos on crucial steps.

[solodh]

My goal is to increase awareness of my DJ skills on platforms to increase bookings.

• Awareness: Branding (logo), Images and Video (from previous gigs showing people enjoying themselves).
• Consideration: Recordings of current DJ Mixes (tailored to the prospects genre-needs).
• Decision: Leveraging Customer Reviews (I have a 100% 5-star rating on a booking platform that I can share).       

[merlinkoh]

I like to map content ideas across the buyer’s journey in these ways:

Awareness: Educational blogs, how-to videos, and AI-generated FAQs addressing common pain points.
Consideration: Comparison guides, webinars, and AI-assisted personalized recommendations.
Decision: Case studies, demos, testimonials, and ROI calculators.

AI helps speed up ideation, personalise content, and identify trending customer questions while keeping the focus on delivering value at each stage.

[LMosher4]

Awareness stage: a blog post highlighting common challenges

Consideration stage: a guide or ebook comparing solutions

Decision stage: a case study or testimonial from a satisfied customer

[JoseLSC]

Conscientização:
Na fase de conscientização, eu faria um conteúdo pra pessoa perceber o problema antes de pensar em comprar. Ex.: um post no blog ou carrossel com o título “5 sinais de que você precisa revisar o grau (mesmo achando que tá tudo certo)”. A ideia aqui é ajudar o público a identificar os sintomas (dor de cabeça, visão embaçada, cansaço no celular, dificuldade à noite), sem empurrar solução.

Consideração:
Na consideração, eu entraria com um conteúdo que ajude a comparar opções. Ex.: um guia simples “Qual lente é melhor pro seu dia a dia? Antirreflexo, filtro azul, fotocromática ou multifocal” (pode ser PDF ou post bem completo). Aqui a pessoa começa a entender o que faz sentido pra rotina dela.

Decisão:
Na decisão, eu usaria prova e um caminho claro pra agir. Ex.: um caso/depoimento curto (“Depois do exame e da lente X, parei de sofrer dirigindo à noite”) + um CTA direto tipo “Quer que eu te ajude a escolher? Me chama no WhatsApp pra agendar o exame”.

[CBledsoe]

In the awareness stage, I would create a blog post titled “5 Signs Your Sales Team Is Struggling to Generate Qualified Leads,” which helps potential buyers recognize challenges they may already be experiencing without immediately promoting a solution. For the consideration stage, I would develop a downloadable guide called “How to Evaluate CRM Tools for a Growing Sales Team,” giving prospects structured information as they compare possible solutions. Finally, in the decision stage, I would use a case study such as “How a 75-Employee Company Increased Revenue by 30% Using Our CRM Solution,” which provides real results and social proof to help buyers feel confident in making their final purchase decision.

[ksantos3]

Uma meta de distribuição eficaz deve ser SMART (Específica, Mensurável, Atingível, Relevante e com Prazo definido). Como você atua na área comercial e está se especializando em marketing, uma meta focada em conversão e autoridade é o caminho ideal.

Aqui estão exemplos de metas eficazes que você pode usar para a sua atividade:

Exemplos de Metas SMART
Para Geração de Leads: "Aumentar em 20% o número de downloads do e-book sobre 'Gestão de Vendas' através da distribuição orgânica no LinkedIn até o final do primeiro semestre de 2026."

Para Autoridade de Marca: "Alcançar 5.000 visualizações únicas em artigos técnicos compartilhados em grupos de networking no WhatsApp nos próximos 3 meses, visando posicionar minha expertise na área comercial."

Para Engajamento: "Obter uma taxa de clique (CTR) de 5% em newsletters mensais enviadas para a base de clientes da Biomed, com o objetivo de educá-los sobre novas soluções digitais até dezembro de 2026."

[ksantos3]

Minha Estratégia de Persona e Jornada do Comprador
Para criar a minha persona modelo, a Fernanda (Gestora em Expansão), utilizei minha experiência de mais de 15 anos na área comercial somada aos conceitos de marketing digital que venho estudando. Foquei em uma profissional que busca modernizar processos, mas sofre com a falta de tempo. Com base nesse perfil, estruturei uma jornada de conteúdo estratégica para acompanhá-la em cada etapa:

No estágio de Conscientização, meu foco é o aprendizado: crio posts e infográficos que ajudam a Fernanda a identificar os sinais de que sua equipe está perdendo produtividade por processos manuais. Já na fase de Consideração, entrego guias comparativos e webinars que mostram as vantagens de ferramentas digitais frente ao modelo antigo, ajudando-a a avaliar as opções de solução. Por fim, no estágio de Decisão, apresento estudos de caso reais e depoimentos de sucesso para gerar a confiança necessária para a escolha final. Minha estratégia é baseada em educar a persona com autoridade em cada passo, transformando sua "dor" em uma solução de valor.

[AOrtega41]

The goal here is to help buyers recognize a problem or need without selling them too early. Great content for this stage includes educational blog posts, infographics, short videos, TikToks/Reels explaining common pain points, industry statistics, “Did you know?” style facts, and social media content highlighting trends or challenges. You could also create how-to guides, checklists, beginners’ explainers, and top-of-funnel SEO articles. The tone should be informative, not salesy, and focused on showing that you understand the buyer’s world.

[THomolka]

For the Awareness stage, I’d create educational blog posts or short videos that help people identify and understand their problem. In the Consideration stage, I’d focus on comparison content like guides, checklists, or webinars that break down different solutions. For the Decision stage, I’d use case studies, testimonials, and product demos to help buyers feel confident choosing us.

[SHyndman]

If I was marketing for a dog products brand, and wanted to market a raincoact for dogs, here are some content ideas for the different stages of the buyer's journey:

Awareness Stage: A written post about the annoyance of taking a dog out in the rain, because maybe the dog is uncomfortable with the wet feeling on their fur, and are hesitant to go out when they need to. 

Consideration Stage: A video with specific shots showing water repelling off of a rain jacket that a dog is wearing, and the dog seems visibly comfortable being outside. 

Decision Stage: A video or written post explaining what sets out rain coat apart from the competition, whether that is the water repellent technology, or maybe sustainable practices in production, or even a compact design that can fold up into itself for easy storage. 

[NNasiri]

awareness:

Managing and analyzing BTC option strategies becomes extremely difficult when you run multiple strategies at once. Tracking risk parameters, exposure, and profitability across all positions is time-consuming and error-prone.

consideration:
To solve this, you need a powerful analytics and risk-management platform with an interactive dashboard that gives you a clear, real-time view of all your strategies in one place.

decision:

With our SaaS, you don’t need to hire a rare and expensive quant engineer or risk human errors when handling complex data. Our platform automatically tracks your positions and strategies, monitors risk in real time, and sends instant alerts so you never miss a critical event.

[AFu1]

1. Stage of Awareness
Objective: Assist the audience in identifying a need or issue.

Content Idea: "5 Signs You Need a Better Daily Bag for College Life" blog post or Instagram reel
Without promoting a particular product, this content emphasizes common problems (back discomfort, disorganization, not fitting laptops or exercise gear). Assisting the audience in recognizing an issue they might not have fully considered, it raises awareness.

2. Stage of Consideration
Objective: Assist the audience in assessing various options.

Content Idea: "Tote vs. Backpack vs. Crossbody: Which Bag Fits Your Lifestyle?" is a comparison post or carousel.
This article outlines the benefits and drawbacks of several bag kinds for commuters, students, and gym patrons. It gradually introduces how the brand's product meets these needs and presents the brand as knowledgeable and helpful.

3. Stage of Decision-Making
Objective: Motivate the audience to select your product.

Content Idea: "Why College Students Love the IMWE Everyday Bag" is a product demo or testimonial video.
Real customer reviews, a brief demonstration of the bag in use, and an obvious call to action (such as "Shop Now" or "Limited Student Discount") are all included in this content. It encourages the audience to make a purchase and strengthens trust.

[AELFILALIECH]

To make these ideas work for you, try to fill in these blanks:

• Awareness: What is the first "headache" my customer feels?

• Consideration: What are the 2–3 different ways they could solve that headache?

• Decision: Why is my specific way better than the others?

[rvarela90]

Hello All

I work in the Insurance Business, as a Broker, and i have found the Socialmedia, like tiktok, for access to live consultations, is great for my awareness stage. Through my new channel, I talk about a topic, and live answer questions people watching may have. 

Hope you are all having a great day or night.

[RAlakili]

To be in the "Awareness" Stage, I will create content that allows the audience to become aware that there is possibly an issue (even if they are not yet aware) with the way they currently use/are using their current appliances. An example of this would be a short video showing you how to identify when your appliances are inefficient/outdated. The goal at this point is simply to introduce the problem, and not sell the solution to the problem.

To be in the "Consideration" Stage, I will create a comparison guide that compares various solutions to the same problem; in other words, a comparison of Smart Appliances vs Traditional Appliances. This comparison will help the potential purchaser evaluate all of their options, and assist them in understanding which type of appliance meets their requirements.

To be in the "Decision" Stage, I will focus my content on building credibility/trust through testimonials from satisfied customers, or through success stories of people who have used the products. Once the potential purchaser has seen real results and heard about good experiences, it becomes much simpler for them to feel confident in their purchasing decision.

[pawansainiii]

Working in the CAD distributor company, I found Blogs post, Tutorial videos, comparison and free demos to be most useful for our audience

[JRitchie7]

Given I work for a small startup with a limited marketing/advertising market, we've found blog posts to be the most cost effective way to build awareness and assist in the consideration phase. For example, we wrote a blog post about how propylene glycol is an increasingly common allergen and highlighted how our products are unusual for not incorporating it in out product lines. 

[KBhor]

The comapny in which i work i personally look for our coustomer engagment with our sites such as youtube or insta page where we post quizes which sound easy but difficult to answer and those quiz questions most of the times are question that can be asked in interviews, and as computer skills teaching company we focus on the eduacators face value, for whom students feel asured about his teaching method and that face value and their teaching method style we use in small video ads on instagram thathelp us to get more and more engagement on our site and that helps in increase of sales, according to me the timing of posting a sepcific ad reels and the timing of giving discounts also helps a lot to make sure that buyers will buy our courses.

so this are some insights that i follow personally.

[Estella2026]

To create awareness before i can pitch my product is to raise a question for example, on a social media platform about a problem that I know my product can solve but of course the audience doesn't know that yet.

There would be comments on the question/questions I have raised, and from the responses themselves considerations would come, remember I would be a part of the discussion.

Next, I will suggest my brand of product and the advantages it possesses, hopefully, the considerations raised from before would be contained in the advantages of purchasing my product.