The simple guide to matching content to your buyer’s journey

Matching content to the buyer’s journey

3:26 pm The simple guide to matching content to your buyer’s journey

There are so many formats and types of content available for use in your content marketing it’s easy to forget they are not all suitable for every scenario or requirement. Each content format has its own specific strengths, objectives and uses.

The mismatch of content type to use is often where content marketers get confused. It’s not just about saying: “I need a video for my website so I will get a video made”. It’s about realising when a video fits the specific stage of the buyer’s journey you need it for, and then getting it made with that objective in mind.

Every time you need some content you should ask yourself this question: At what stage in the buyer’s journey is my customer when they consume this content?

What’s the buyer’s journey you say?

Well it’s the process all customers go through, starting with their causal search online right through to their after purchase relationship with you.

It’s kind of like dating – you go out with some friends to a dinner party not knowing what to expect. You stumble upon someone of interest and strike up a conversation. You get to know each other a little better and then exchange phone numbers for a possible date down the road. You arrange a second and a third and a fourth date until eventually you move in together.

The marketing process is exactly the same. And the key is knowing what content you require to help your new website visitor move through each stage of their decision making journey.

How to know what content to use and when

This week we spent a bit of time breaking down the buyer’s journey into 4 key stages, each of which has different content requirements and organisational objectives.

They are: Attract, Engage, Convert, and Retain.


This stage is all about producing content designed to attract an audience to your website and facilitate the first step of interaction. Customers at this stage of the buyer’s cycle are discovering you for the first time, so this type of content should be about grabbing their attention, creating curiosity and persuading them to subscribe for more.

Here are a few organisational goals you might want to achieve with this type of content:

  • Grab your audiences attention
  • Build brand awareness
  • Increase website traffic
  • Generate leads



Stage two is about providing content which helps your customers better understand what you do, what sets you apart and how you can help solve their problem or satisfy their need. In addition, it’s about building good will, increasing your brand familiarity and providing the facts, data and social proof that helps convince them you are the right company to do business with.

For example, here are a few organisational goals you might want to achieve with this type of content:

  • Provide product information
  • Answer customer questions
  • Educate and inform (preferably in a fun and entertaining way)
  • Increase website re-visits


Stage three is about helping your engaged audience through the decision making process and getting them to make a purchase. It is content which helps them justify their reason to purchase and it typically provides everything they need to make an informed buying decision. This type of content needs to hit on both their emotional and logical needs.

For example, here are a few organisational goals you might want to achieve with this type of content:

  • Demonstrate product proof
  • Present case studies and testimonials
  • Handle objections
  • Close the sale



The final stage is all about the after sale relationship with your customer. Your goal here is to keep your customer engaged with your brand as means to facilitate repeat sales and referrals. In other words, you want to avoid ignoring your customer to the point where they disengage. Because it’s far more profitable to get an existing customer to repurchase from you than it is to acquire a new customer. Not to mention the referrals they will send you when you deliver a great after-sale experience to them.

For example, here are a few organisational goals you might want to achieve with this type of content:

  • Encourage customer reviews and feedback
  • Increase loyalty and repeat sales
  • Facilitate word of mouth referrals

To help you with all of this, we’ve complied a comprehensive table (below) outlining the types of content you should be utilizing at each of the customer journey stages detailed above.

I recommend you refer to the following chart when developing your Content Marketing Strategy.

Content required at each stage of the buyers journey

And that’s it! I hope you have found this useful.

If you would like to find out more about how we help our clients deliver content for their customer’s journey, we’d be happy to talk this through with you. You can contact us here and schedule a call with either myself or one of our Content Strategists, or check out How We Work before deciding to contact us.

Interested in learning more? Then I encourage you to sign up for our newsletterand get notified next time we publish more great content like this.

Jarrah Robertson
[email protected]

Digital marketing strategist, founder and CEO at 10X Media. Jarrah has a passion for helping individuals and companies grow their sales online. Find out how.