It can be challenging to know what kind of content to develop for each stage of the buyer’s journey.

At least, such was the case.

This guide will assist you in determining the ideal sorts of content to develop for each stage of the buyer’s journey, as well as how to use each effectively to nurture buyers toward a sale.

Use this guide as a resource every time you publish content to guarantee you’re making the greatest selection for your target buyer’s wants and needs.

What Is the Buying Process?

Let’s go through a quick definition of the buyer’s journey and the stages of the buyer’s journey just to make sure we’re all on the same page.

Simply described, the buyer’s journey is the series of steps taken by a prospect or lead before they become a paying customer.

The buyer’s journey phases technically extend beyond the purchase and include post-purchase and repurchase, but we’ll concentrate on the stages leading up to a purchase.

Stages of the Buyer’s Journey

There are a few different ways to describe the buyer’s journey, but for the purposes of this essay, we’ll break it down into three key stages:

  • Awareness
  • Consideration
  • Decision

The majority of visitors to your website aren’t looking to buy right away. Many are simply gathering information because they have recently discovered a need or problem and are still looking for information on the best ways to meet or address that need or problem.

You may provide them the correct sorts of information at the right times with the right types of content, rather than bombarding them with pushy sales text or adverts, with the right types of material.

Every Step of the Buyer’s Journey Should Include Lead Qualification

Another key advantage of developing content around the stages of the buyer’s journey is that it allows you to qualify your leads before passing them on to sales or having them contact your team.

It’s actually a wonderful thing if they can figure out on their own that what you give isn’t a good fit for their need or problem. The only people with whom you should spend time selling are those who are most likely to buy from you. It’s pointless to spend manpower educating people when your content can do it for you!

Let’s look at the types of content you’ll be writing for each stage of the buyer’s journey now that we’ve covered that.

Content Types for the Awareness Stage

Your prospect is only becoming conscious of the fact that they have a problem or a need at this time. They have minimal knowledge of the various options for meeting that need or resolving that issue. They’re still gathering information and aren’t ready to make any decisions about what they’ll buy or from whom.

Because awareness-stage leads are the least qualified, the vast majority of sales teams will refrain from engaging them. Any resources spent on awareness-stage prospects should be directed on advancing them to the consideration stage and increasing their trust in your brand so that they are more likely to purchase in the future.

Content for the awareness stage should deliver as much value as possible right away, with as little commitment or sales pressure as possible.

Blog Posts

The blog post is the most prevalent type of awareness-stage content. It’s a user-friendly, non-threatening media format that most people can find with a quick Google search.

Blog postings, on the other hand, can be valuable at all three stages of the buyer’s journey that we’ll be discussing in this piece. The following are the qualities of an awareness-stage blog post:

  • Copywritten solely for the purpose of answering questions and resolving difficulties.
  • There’s no sales copy here, and there aren’t any superfluous brand mentions.
  • It’s simple to learn and comprehensive enough to handle most problems.

YouTube, Facebook, and other video sites

We all know as marketers that video is quickly becoming the most popular way for people to consume content. This isn’t to argue that written content is being phased out; far from it. People are just consuming more content, much of it is in the form of video.

Video is a simple-to-understand medium that can convey a lot of information in a fraction of the time it takes to read textual blog material. YouTube is the second most popular search engine in the world for a reason.

Facebook isn’t to be overlooked

Although YouTube is a more popular medium for sharing educational video content, Facebook is a wonderful alternative that is significantly less crowded. While Facebook has a lot of videos, it doesn’t have nearly as many as YouTube.

Many astute marketers are generating entertaining and engaging videos about their products or companies that appear to have been put together by a third party. They look to be being chronicled from the outside, and they highlight the product’s new, inventive, and unique features.


Infographics are exactly what they sound like: highly informative, highly engaging images that convey the most vital information about a topic in an entertaining and engaging manner. For numerous reasons, infographics are particularly appealing during the awareness stage.

Content Types for the Consideration Stage

Your potential clients will have a better knowledge of their problem/need by the time they reach the contemplation stage.

The definition of options is the focus of the deliberation stage. They are not yet at the point when they must choose which option is best for them. Instead, they’re laying out all of their options so that they may make the greatest decision possible.

Prospects aren’t ready to buy at this point in the buyer’s journey. They still require assistance in determining the appropriate course of action to take in order to resolve their problem.

Despite the fact that they are more qualified than those in the awareness stage, many sales teams prefer not to devote resources to contacting consideration-stage buyers.

This determination, however, will differ from one company to the next and will most likely be dependent on the worth of the goods being sold. It may be worthwhile to invest the resources in high-value, low-volume industries.


There are a lot of different forms of material you may employ for each stage of the buyer’s journey. These are our top picks since they are tried-and-true content kinds that have worked for many brands all around the world. We, Aiozium have ensured the wellness of our customers always. 

You can use what you’ve learned about the buyer’s journey stages to produce video content for the contemplation and decision stages as well. In fact, in each stage, you can mix and combine several of the content kinds listed above.