a photo by 🇸🇮 Janko Ferlič on Unsplash

Seven Steps to Align Your Content to Your Buyer Journey

Reach your audience with the right content at the right time.

What is a buyer journey?

According to Hubspot, a buyer journey is “the process buyers go through to become aware of, evaluate, and purchase a new product or service.”

Why is this important?

The fact is that most people are well along the buyer journey before they choose to interact with someone on their path to purchase. What this means is that if they don’t know who you are and what you offer, you are unlikely to attract the right customers to your products or services once they’ve made the decision to purchase.

The seven-step process

Follow these steps to assess whether you are creating the right content in the right channels to engage your customers.

Step 1: Understand pain points and what is triggering the need.

It may seem logical, but this can prove to be quite tricky. If you are struggling to get inside the mind of your customers, consider interviewing some of your advocates.

Step 2: Identify the channels that buyers go to find answers to these questions.

Once you have the questions and types of content, it’s then time to look at the channels that your customers use to find the answers. It’s no use putting an advertisement in a newspaper that your potential customers don’t read.

Step 3: Identify the types of content that fit that need.

You know the questions and the channels. Now it’s time to identify the types of content that your prospects are seeking at each part of the buyer cycle. As they look to identify possible ways to get their needs met (at the awareness phase), are they looking for general or contextual information? What are the details they need? Are they more likely to consume short blogs or whitepapers? What role do podcasts, vlogs, and webinars play?

  • Awareness: ebooks, whitepapers, blog posts, research reports
  • Consideration: webinars, case studies
  • Decision: comparison guides and reviews, testimonials, implementation guides

Step 4: Identify gaps in your content or channel reach.

Now you’re able to look at the content that you have and the channels that you use and identify if you have any gaps. This gives you a list of the content you should be working into your plan.

Step 5: Look at ways to repurpose or atomize your existing content.

Just as importantly, look at the content that you already have and see if I can be reused or repurposed to fit within your buyer journey. Can a blog post become an infographic for a social post? Or use a whitepaper to create a webinar? Repurposing content allows you to extend the return on investment for your content.

Step 6: Develop a plan to create new content.

Once you have a view of the content you have and the content you need to create, develop a content calendar to prioritize the development of this content. There are many calendars and planning tools that you can use, from online tools, to excel templates or PowerPoint calendars. The tool you use will depend on your requirements — if you need to collaborate with several people, something cloud-based may be preferable to an excel spreadsheet that could be difficult to mage versions.

Step 7: Test, measure, and refine.

Buyer journeys continuously change and evolve. You should test the different channels and types of content you develop to see what works to progress your prospective customers through the sales funnel. Look at the metrics you need to help you identify whether the content is effective. Again, there are many tools out there that can help you to access and make sense of the data. The level of sophistication you need will depend on your needs and budget.



Creative Strategist. True crime tragic. Amateur photographer and cat lover.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Judy Weldon

Creative Strategist. True crime tragic. Amateur photographer and cat lover.