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Consider The Buyer Journey When Writing Content

The 4 stages of the buyer’s journey

There’s a marketing framework that says that someone has to go through three stages before they become a customer – and then one more to become a loyal customer. This is known as the buyer’s journey, and it’s important to bear this in mind when creating content for your business blog.

1. Attracting

The first stage of selling to many customers is attracting them to you. Also known as building awareness, potential customers often don’t know about your company, your product/service or even what it is that they really want. By providing relevant information through blogs, and other pages that can be found through search engines, you can turn strangers into visitors.


Content for this stage is often educational, something that solves a pain point and rarely anything too salesy or promotional. Think about the questions someone might have about their current situation that you can help solve.

2. Converting

If your potential customer knows about your company or its offering – or you’ve taught them in the previous stage – they go on to consider what’s the best fit for them. You want to convince them to go with you and convert them into a customer.


This is the stage when they compare their choices and go into more depth for their potential options, so the more information you can give them about why your product or service can best serve them, why it’s the best value, and ultimately why it’s the best choice for them, the better.

3. Closing

Once your customer has made their decision, you need to give them a reason to buy from you. It may be that you’re the only business that can offer a specific solution, but if you have competitors then you need to make sure you stand out. For customers that have come through the buyer journey with you, you’ll already stand out.


Some buyers, however, will come straight to your site at this stage. For them, you’ll stand out partly on what you’re offering (including cost and after purchase support) but also on factors such as case studies, testimonials and examples of your work in action that can show why they should pick you.

4. Delighting

Making the sale should never be the last transaction with a customer. Depending on what you’re selling, there are hundreds of ways you can reach out to make sure they’re getting the most from their purchase – which means they’re more likely to be pleased with what they’ve bought and satisfied with you. A happy customer is not only likely to recommend you to others, they’re more likely to be a repeat customer too, which is often a lot easier to get than a brand new client.


Content can help customers post-sale in a number of different ways. Video tutorials can help them get to grips with their new product more easily, while a specially designed app or an e-mail newsletter (with occasional coupons) will help keep your company in their mind. These can all go a long way to showing that you go above and beyond the call of duty.


By creating content for each step of a buyer’s journey, you can maximise the effectiveness of your content marketing campaign and increase your online sales.

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