How to Map Your Content to the Buyer’s Journey

Introducing the buyer’s journey

Knowing what types of content you should use is complicated. However, once you understand how to employ the concept of a buyer’s journey in your content strategy, you’ll substantially increase your success as a digital marketer.


In the awareness stage, the potential buyer is confronted by some problem. They’re aware of their frustration but don’t yet know precisely what’s causing it or whether it’s unique. This is typically when someone searches online for the symptoms of their problem, looking for any information they can find.

  • 11 types of back pain and what might be causing them
  • The top 5 reasons web content fails to convert visitors
  • Why your CRM is so messy (and how to fix it)


In the consideration stage, potential buyers better understand the cause of their problem and are now researching various kinds of solutions. How and where they search depends on the information they received and the vocabulary they developed in the awareness stage, which is why that stage is so critical.

  • General FAQs
  • Product brochures
  • White papers and eBooks
  • Explainer videos


During the decision stage, the potential buyer has a handful of products or services they’re investigating in depth. They know more or less what they want in a solution, and they’re looking for the one that best fulfills their criteria. At the end of this stage, the buyer will likely make a purchase.

  • Case studies / success stories
  • Instructional videos and tutorials
  • Product documentation

Mapping your content

The best way to begin applying the buyer’s journey and start getting strategic with your content efforts is to perform an audit of all your existing assets.

  • Identify content gaps in your funnel
  • Optimize content according to where it belongs

Identifying gaps with a content audit

Create a spreadsheet that includes every piece of content your organization has created and is currently planned for the future. The spreadsheet should have columns for its status (published or planned), its type, its title, the stage of the buyer’s journey it targets, the persona it targets (keep your eyes peeled for a future post from us on personas), and the URL.

Establishing goals for your content

The point of mapping content to your buyer’s journey is to be more effective in drawing visitors through your funnel by presenting them with the content they need to take the next step towards a purchase.

  • Is your awareness stage content helping people define their problems?
  • Do your consideration assets showcase the merits of your solution?
  • Are your decision pieces persuading prospects that your offer is better than those of your competitors?
  • Acquisition: To attract new visitors
  • Activation: To turn visitors into subscribers (micro-conversion)
  • Education: To engage subscribers and keep them coming back
  • Revenue: To persuade visitors to make a purchase (macro-conversion)
  • Expansion: To encourage customers to upgrade
  • Referral: To delight customers and turn them into evangelists

Optimizing for the journey stages

Now that you’ve placed each asset in the buyer’s journey and assigned them tangible goals, you can decide what metrics are most appropriate to measure.

Filling your funnel

As you fill in your content gaps and optimize assets according to their place in your funnel, you’ll begin to develop a content ecosystem with pieces appropriate for all of your needs. As different prospects move through your buyer’s journey, you’ll always have a good piece of content there to nudge them along.



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Raul Tiru

Raul Tiru


Co-founder, Founder Let’s create memorable content. #ContentCreation, #ContentMarketing, #Nonprofit