How to Craft Content for the 3 Stages of a Buyer’s Journey

Modern customers are more conscious of their needs and desires. Traditional sales practices are no longer effective; therefore you must tailor your content to achieve good conversions. 

Fortunately, you can adjust your content to each stage of the buyer’s journey using a variety of tactics. You can persuade customers to convert and remain loyal to your business by studying their identities, requirements, and reservations. 

In this tutorial, we’ll look at the three stages of the buyer’s journey. We’ll also go over some approaches for creating content that converts at each stage. Let’s get this party started! 

Why Should You Create Content for Each Stage of the Buyer’s Journey?

Before making a purchase, every buyer goes through a procedure. They first hear about your product or service. They then weigh their possibilities. Finally, they decide whether or not to buy. The material you develop during these stages should appeal to the consumer and bring them to the next step. 

If you cannot generate content tailored to each stage of the customer journey, you risk creating a disconnect and perhaps losing sales. You may turn away new clients or lose old ones. 

Almost every firm aspires to grow in the future. To accomplish this goal, you will need to enter new markets and recruit new clients. Potential purchasers will want a little encouragement at the awareness stage. However, if you can nurture these leads well, they are more likely to make greater purchases. 

It’s time to maintain new clients once you’ve gotten their attention. Your material should persuade them that your company will solve their problems. You should also consider engaging directly with your users throughout the consideration step. This allows you to solicit feedback and ensure that you are meeting their demands. 

Finally, developing a relationship with your consumers offers value and can secure long-term success. As a result, turning consumers into loyal clients during their buyer journeys can result in long-term earnings. 

Content Creation for Every Stage of the Buyer’s Journey (3 Stages) 

Now that you understand the significance of the buyer’s journey, let’s take a look at content strategies for each stage of the process. 

Stage 1: Awareness

During this stage, the buyer recognizes that they have an issue that must be resolved. They may, however, be unaware of viable options. As a result, people are seeking products or services to help them better grasp their situation. 

Before you begin developing content, consider building a buyer persona. It can assist you in understanding your target customer’s challenges and characteristics, allowing you to adjust both your products and content accordingly. You can use client template tools to organize your thoughts throughout this process, such as HubSpot’s Buyer Persona tool: 

 Hubspot's Buyer Persona tool

Then, using tailored content, you can begin offering your products and services. You should discuss your company and how it differs from the competition at this point of the buyer’s journey. As a result, you might want to write something like: 

  • Short blog posts 
  • Tutorial videos 
  • Social media introductory posts 
  • Infographics 
  • Educational webinars 

You want to keep things basic, no matter what material you pick. Give readers details, but don’t overload them with intricate jargon or walls of text. Otherwise, you risk alienating potential consumers. 

Stage 2: Deliberation 

When a consumer enters the second stage of the buyer’s journey, they are already familiar with your company and its products. They are now seeking precise solutions to their difficulties. 


You could make some of the following content: 

You should think about going into more detail with this material. Customers may compare your items or recommendations to those of your competitors. As a result, you may need to work harder to sell at this point in the buyer’s journey. 

For example, you might dedicate an entire piece to showcasing a certain aspect of your product. You can also show how it connects to other products or platforms. 

During this time, you should also consider engaging with your consumers. This allows you to address any objections that may arise. 

For example, you can use a comments area to immediately respond to questions. Alternatively, you might incorporate a live chat function to rapidly reach your consumers. 

Stage 3: deciding 

The buyer has decided on the finest solution for their problem after investigating. They assessed available approaches and chose the best one for them. Their next step is to look for vendors and negotiate a fair price before making a final selection. 

Since the consumer is ready to make a purchase, you must persuade them you are the superior choice to your competitors. Customers will seek proof and social proof from other users. You can offer product demos or emphasize user-generated material that shows how actual people use your company. 

Up to 94 percent of individuals are more inclined to pick a company with favorable ratings. As a result, several businesses include testimonials on their home and product pages: 

ThirstyAffiliates social proof reviews page

With strong calls to action, you can persuade your users to post reviews (CTAs). These are direct, action-oriented comments that drive your readers to do certain actions. They can also attract clients to buy your stuff. 

Once you’ve created your CTAs, you can use our link tracking tools to track their conversions. They can show you which components are converting users and which need to be tweaked. 


Customers today have more information and alternatives than ever before. As a result, consider tailoring your material to their specific demands and at each point of their purchasing journeys. Otherwise, you risk losing conversions and purchases. 

To summarize, the following are some content techniques for each step of the buyer’s journey: 

Awareness: Create concise, informative content that can be shared throughout social media networks. 

Consideration: With emphasized features and benefits, demonstrate how your products and services vary from the competition. 

Decision: Customer testimonials and reviews can help you establish your trust.