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Mike Lieberman, CEO and Chief Revenue ScientistThu, Oct 20, 2016 4 min read

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

{}When creating marketing campaigns, it is crucial to consider the buyer’s journey. How does a customer go from being unacquainted with your business to becoming a customer? The short answer is that they do it in their own way—they take their own journey. Your job is to meet them at every step of that journey. 

The marketing term for thebuyer’s journey is called a sales funnel. This funnel has three distinct parts—the top, middle, and bottom—and your customer travels through the funnel to come to a purchasing decision. The thing is, you’ll have different customers at different stages of the sales funnel at all times, so it’s important to have unique content for every stage consistently. Think of your marketingcontent as the encouragement the customer needs to make it through the funnel. It’s also vital that you understand your audience and are creating content that they want, or else they may end their buyer’s journey before they get to the bottom. Your funnel should reflect your industry and your buyer, so here are some tips to customizing each stage of the sales funnel to create an engaging buyer’s journey.

Top of the Funnel

The customer starts at the top of the funnel with a general sense of what they are looking for, but they haven’t really narrowed their choices down. This is a data-gathering stage. This is also the time when you can get in front of your ideal customer. 81% of shoppers turn to the internet before making a purchase, so that’s the perfect place to start with your marketing. Optimize your blog posts, make some videos, and use social media to catch the attention of prospective customers. 

People at this stage often have a problem or a question, and they are looking for the right product or service that can provide the answer or solution. That’s why it is important to have marketing content that lays out those answers before they are asked.

Middle of the Funnel

Once the customer has decided on a few options, they move to the middle of the funnel where they are researching and comparing companies and products. Your blog content alone won’t cut it at this stage. What you need here is personal engagement to nurture your leads, and content that shows that you know what you’re talking about. Interviews with experts, videos, webinars, and white papers go a long way in establishing your company as an expert. 

Companies that excel at lead nurturing generate 50% more sales leads, according to Forrester Research. Targeting your content by using your buyer personas is a great way to capitalize on this and to save valuable time.

Bottom of the Funnel

Lastly, the customer makes a purchasing decision by figuring out what product or service will provide them with the most value.To get them to choose you at the end, you need targeted content at each stage of that funnel, giving your customer exactly the information they need to make an informed purchasing decision. This content and information should compound and lead up to this final call to action. 

Content you can offer here are free trials, demos, downloads, and estimates. Offered on its own, this type of content is not likely to lead to a sale, but combined with content from the entire sales funnel, it is highly effective. To get to this stage in the buyer’s journey, you must understand your customers, develop a sales funnel that caters to your industry and customers, and create marketing content that caters to every stage in that sales funnel. 



Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.