How to Define Your

Buyer’s Journey
7.5M 7.5 million blog posts are
published every day.

Source: Letter.ly
Content shock is a term Mark Schaefer created to explain the massive influx of
content being published online.
Buyer’s journey
The active research process someone goes through
leading up to a purchase
The awareness stage happens when a buyer experiences a problem and seeks
to better understand it.
In the consideration stage, a buyer identifies their problem and becomes
committed to understanding the different solutions.
The decision stage is when the buyer identifies the correct solution and
decides on the best vendor to provide that solution.
 Example Buyer’s Journey

Awareness Consideration Decision

Stage Stage Stage

• Experiences constant
back pain in the
morning
• Googles: Why does
my back hurt in the
morning?
• Learns their mattress
may be the problem
 Example Buyer’s Journey

Awareness Consideration Decision

Stage Stage Stage

• Experiences constant • Becomes aware their

back pain in the mattress is the
morning problem and wants to
• Googles: Why does find solution
my back hurt in the • Takes a quiz to assess
morning? the right type of bed
• Learns their mattress products
may be the problem • Learns a foam mattress
is recommended
 Example Buyer’s Journey

Awareness Consideration Decision

Stage Stage Stage

• Experiences constant • Becomes aware their • Enters stage to decide

back pain in the mattress is the which provider to
morning problem and wants to purchase from
• Googles: Why does find solution • Comes across several
my back hurt in the • Takes a quiz to assess brands offering foam
morning? the right type of bed mattresses
• Learns their mattress products • Chooses company
may be the problem • Learns a foam mattress based on reviews
is recommended
Buyer persona
A semi-fictional representation of your ideal customer
based on real data and market reserch
Awareness Stage Questions

• How do buyers describe their challenges or goals?

Awareness Stage Questions

• How do buyers describe their challenges or goals?

• What symptoms are your buyers experiencing?
Awareness Stage Questions

• How do buyers describe their challenges or goals?

• What symptoms are your buyers experiencing?
• How do buyers consume content or conduct research?
Consideration Stage Questions

• What are possible solutions to address their challenge or goal?

Consideration Stage Questions

• What are possible solutions to address their challenge or goal?

• How do buyers perceive the pros and cons of each solution?
Consideration Stage Questions

• What are possible solutions to address their challenge or goal?

• How do buyers perceive the pros and cons of each solution?
• How do buyers decide on the right solution?
Decision Stage Questions

• What criteria do buyers use to evaluate the available offers?

Decision Stage Questions

• What criteria do buyers use to evaluate the available offers?

• What do buyers like or dislike about your solution compared to alternatives?
Decision Stage Questions

• What criteria do buyers use to evaluate the available offers?

• What do buyers like or dislike about your solution compared to alternatives?
• Who needs to be involved in the purchasing decision?
How to Gather
Accurate Information

• Interview customers.
How to Gather
Accurate Information

• Interview customers.
• Interview industry experts.
How to Gather
Accurate Information

• Interview customers.
• Interview industry experts.
• Conduct keyword research.
How to Brainstorm
Content for Your
Buyer’s Journey
How To Brainstorm Content

1. Identify the topic. 2. Identify the format.

Topic vs. Format

The topic or idea is the

information, education, or value
your content provides.

The format is how you decide to

arrange or present your topic.
How To Brainstorm Content

1. Identify the topic. 2. Identify the format.

Awareness Content Example
 Your topics should:

Awareness Consideration Decision

Content Content Content

• Speak to your
buyer’s symptoms
and problems.
• Help your buyers
understand their
experiences.
Consideration Content Example
 Your topics should:

Awareness Consideration Decision

Content Content Content

• Speak to your • Inform buyers about

buyer’s symptoms possible solutions to
and problems. their problem.
• Help your buyers • Help your buyers
understand their evaluate the pros and
experiences. cons of each solution.
Decision Content Example
 Your topics should:

Awareness Consideration Decision

Content Content Content

• Speak to your • Inform buyers about • Highlight the value

buyer’s symptoms possible solutions to of your solution.
and problems. their problem. • Convince prospects
• Help your buyers • Help your buyers to choose you.
understand their evaluate the pros and
experiences. cons of each solution.
How To Brainstorm Content

1. Identify the topic. 2. Identify the format.

Written Content

• Blog posts
• Guides
• E-Books
• Pillar pages
• Case studies
• Newsletters
Written Content Example
Visual Content

• Videos
• Infographics
• Images
• Webinar
Visual Content Example
Audio Content

• Podcasts
• Audiobooks
• Audio advertisements
Audio Content Example
Interactive Content

• Quizzes
• Assessments
• Free tools
Interactive Content Example
Content Formats That Perform Well

• Blog posts
• Infographics
• How-to videos
Content Formats That Perform Well

• Blog posts • Comparison guides

• Infographics • Live webinars
• How-to videos • Assessments
Content Formats That Perform Well

• Blog posts • Comparison guides • Free trial

• Infographics • Live webinars • Demo
• How-to videos • Assessments • Consultation
HubSpot’s Blog
Ideas Generator

You can enter up to five nouns

in the search field and be
provided with several blog titles
and content ideas in return.
Answer the Public

Enter a term into the search

bar and the tool will generate
common phrases and
questions users ask about
your keyword.
How to Create
Content That
Drives Action
Call-to-action (CTA)
An element in your content that prompts visitors to
do something
How CTAs Help Marketers

ü Convert a visitor into a new contact

How CTAs Help Marketers

ü Convert a visitor into a new contact

ü Allow you to nurture those contacts through
their buyer’s journey
How CTAs Help Marketers

ü Convert a visitor into a new contact

ü Allow you to nurture those contacts through
their buyer’s journey
ü Measure the effectiveness of your content
How CTAs Help Marketers

ü Convert a visitor into a new contact

ü Allow you to nurture those contacts through
their buyer’s journey
ü Measure the effectiveness of your content
ü Determine which content is driving the most
customers and sales
CTA Tips for Written Content

• Use actionable and specific language.

CTA Tips for Written Content

• Use actionable and specific language.

• Design your CTA to stand out.
CTA Tips for Written Content

• Use actionable and specific language.

• Design your CTA to stand out.
• Keep Your CTAs to a minimum.
CTA Tips for Visual Content

• Include a CTA to your website if the content is

hosted on another platform.
CTA Tips for Visual Content

• Include a CTA to your website if the content is

hosted on another platform.

• Experiment with different types of CTAs.

CTA Tips for Visual Content

• Include a CTA to your website if the content is

hosted on another platform.

• Experiment with different types of CTAs.

• Make your CTA stand out.
CTA Tips for Audio Content

• Make your CTA easy to achieve.

CTA Tips for Audio Content

• Make your CTA easy to achieve.

• Shorten your URLs.
CTA Tips for Audio Content

• Make your CTA easy to achieve.

• Shorten your URLs.
• Include your link in the show notes.
CTA Tips for Interactive Content

• Consider inviting users to submit their emails as

the CTA.
CTA Tips for Interactive Content

• Consider inviting users to submit their emails as

the CTA.

• Gather valuable information to provide a

personalized experience.
CTA Tips for Interactive Content

• Consider inviting users to submit their emails as

the CTA.

• Gather valuable information to provide a

personalized experience.

• Use the results from your assessment or tool as

the CTA.
How to Streamline
Your Content
Creation Process
Content Creation Framework
A structure of processes for publishing content
How to Develop a Content Creation Framework

1. Identify your 2. Determine who is 3. Gather your content

workflow. responsible. creation tools.
How to Develop a Content Creation Framework

1. Identify your 2. Determine who is 3. Gather your content

workflow. responsible. creation tools.
 Steps for Creating a Blog

❌
1. Written
2. Edited
3. Published
 Steps for Creating a Blog

❌ ✅
1. Written 1. First draft complete
2. Edited 2. Blog edited
3. Published 3. Design applied
4. Final draft complete
5. Post published
 Steps for Creating a Video

❌
1. Script
2. Film
3. Publish
 Steps for Creating a Video

❌ ✅
1. Script 1. Script submitted
2. Film 2. Script editing complete
3. Publish 3. Video filmed
4. Video edits complete
5. Final video approved
6. Video published
How to Develop a Content Creation Framework

1. Identify your 2. Determine who is 3. Gather your content

workflow. responsible. creation tools.
Primary Content Creation Responsibilities

• Content strategy
• Writing or producing
• Editing
• Designing
• Distributing
Content Strategy

The content strategy role is

responsible for creating a
content plan, mapping it to the
business needs, and ensuring
the responsibilities are met.
Writing or Producing

The person writing or producing

is responsible for composing the
content, whether that’s writing a
blog, filming a video, or
recording a podcast.
Editing

The editing responsibility

involves reviewing and providing
feedback for the content.
Designing

Designing involves packaging

the content in a visually
compelling way.
Distributing

The distributing role involves

publishing or promoting your
content, so it reaches your
target audience.
How to Develop a Content Creation Framework

1. Identify your 2. Determine who is 3. Gather your content

workflow. responsible. creation tools.
Content Planning Tool

A content planning tool will help you evaluate

your content production schedule, manage
multiple content projects, and align with all
important creators and stakeholders.
CMS

A CMS, or content management system, is a

tool for creating, storing, and publishing
content online.
Analytics Tools

Your analytics tool should allow you to pull

relevant metrics and measure the ROI of
your content.