Top Ways To Map Content To The Buyer’s Journey

Whether you are new to inbound marketing or you want to hone your inbound marketing strategies, your goal is to generate leads. When you generate those leads, they then go down the buyer’s journey and hopefully buy from you. The goal is to gather and convert, and if you piece your content together properly, it isn’t as difficult as you might think. In this article, we are going to talk about top ways to map content to the buyer’s journey.

1) Determine What Questions Buyers Are Asking

As you are putting your content together, it is important to take plenty of time in the planning stage. Planning doesn’t have to take a long time, but you should take as much time as you need to get a nice list of questions and concerns your potential buyers have. The more questions and concerns your content can address, the more you are going to look like the authority on the topic.

Buyers want to know that the people they are working with are the best at what they do. You need to put yourself in the driver’s seat by determining the questions your buyers have so you can become a thought leader in the industry as well as the go-to product or service. Depending on which stage in the buyer’s journey people are in, they are going to be asking different questions. You want to place content in a way that people will get the answer to the questions they are asking in the right order. Your website should walk them through the journey just as if someone was taking them by the hand.

2) Understand the Difference in B2C and B2B

When you are writing content for B2C, it is going to be different from B2B marketing. When you are writing for B2B, you should understand that there is likely to be a team of people that are making the decision to buy or to pass on your product or service. B2B needs you to think of more than one buyer persona. You need to think about a buyer team instead, and the team can consist of different people and personalities. As you are working on your content, know whom you are speaking to, where they are in their process and what you can do to help them go to the next step.

3) Choose the Right Format for the Stage

Depending on the stage in the buyer journey, different types of content work better than others. When people want high-level information, if you send them to an in-depth webinar, they aren’t going to be interested in going through all of the trouble of sitting through an hour of content. A tip sheet or short eBook might be better for what you are trying to achieve at that stage in the buyer journey.

Here are some examples of content that are best fit for different stages of the buyer’s journey:

• Briefs
• Blogs
• Overviews
• Guides
• eBooks
• Video demos
• Reports

• Case studies
• Product literature
• Free assessments

Experience (Use how-to content)
• Blogs
• Briefs
• Guides

When you are thinking about the type of content that you should use, you need to think of the stage, but you also need to think about the preference of the potential buyer. Depending on who the potential buyer is, video might be the best way to go even at the beginning of the journey, or they may prefer blog posts all the way through. This is why you need to know your buyer and what they want.

4) Put Yourself in Front of the Buyer

While you may be thinking about search engine optimization and getting in front of as many people as you can through Google and other search engines, you need to think about other places your potential buyers are. Where are they asking questions? Are they on forums? Facebook groups?

Find out where your potential buyers are and get yourself and your content in front of them so you can start attracting leads and get them on their buyer’s journey with your content. The more places you can position yourself as a leader, without spreading yourself too thinly, the more likely people are to trust your company and the information that you are giving them. If you are working with B2B companies, there are usually industry forums and LinkedIn groups you can visit to see where people are “hanging out” and getting information.

5) Optimize Your Content for Visibility

Google and other search engines should not be discounted. People often come to search engines when they are researching their options during the awareness phase. They want to know what their options are in terms of the products and the companies they are able to work with. It would help if you put your keywords and relevant terms in your content so that people can find your content when they are searching online. Increasing Your Conversion Rates.

As you are thinking about your buyer’s journey, you also need to remember that you need to look for opportunities to optimize your conversion rates. Once you get very good at bringing people in with your content, you don’t want to be bringing them into a leaky bucket. As an inbound marketing agency that is certified through HubSpot, we know how to help you through each of the processes of getting leads and sales in your company. Conversion rate optimization is one of the most important parts of making your campaign profitable. Even a couple of percentages can mean a big difference when you are talking about conversion rates.


The buyer journey may be a little different with every company and product, but when you look at how most people make decisions, they are generally the same. When you’ve seen as many successful campaigns as we have seen, you know what works, where it works and how to make it work. Your best bet is to partner with a HubSpot certified inbound marketing agency who loves working with companies to help them get the leads they need and the sales they want.

Charles Y.

Charles has been working as a webmaster since 1998. Since then, he has had his hands in thousands of websites and has helped millions get online through a company he partially owns called Web Host Pro.

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