How To Map Content To Every Stage Of The Buyer Journey

Mapping Content To Every Stage Of The Buyer Journey

Today, nearly 80% or more of customers’ journeys towards buying anything are preferred to be done in a self-service mode than without the aid of sellers.

Brand marketers have no choice but to help customers indirectly with their content mapped perfectly to match the buyer journey stages.

People didn’t want intrusive or aggressive advertising blaring at them anymore, so they migrated to online browsing of information and buying at their own pace.

As a brand marketer, you must respect your potential customers’ need for a largely self-driven buying journey.

You can truly help your customer by offering lots of high-value content to support decision-making and progress at every stage of the buying journey. How do you match (or map) your content to every critical buyer journey stage? Read on.

This post is part of a cluster posts series related to “Content Strategy: The Practical Guide For Brand Owners.”

Contents ...

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What is the buyer journey? And why is it important to brands?

The buyer journey, also known as the customer journey, refers to the series of steps that a potential customer goes through before making a purchase.

Think about your purchase of any product online. Did you not go through some stages of information gathering, sifting, comparing, trying, buying, and experiencing …?

The buyer journey is important to brands because it provides a roadmap for understanding and engaging with customers throughout the purchasing process. By analyzing the different stages of the buyer journey, brands can gain insights into customer behavior, preferences, and pain points at each stage and develop appropriate content to engage and nudge the buyer to the next steps.

1. How many stages does the buyer journey normally have?

The buyer journey typically consists of several stages, each of which represents a different phase of the customer’s purchasing process. While the exact number of stages may vary depending on the model used, most buyer journey frameworks include some variation of the following stages:

  • Awareness: In this stage, customers become aware of a problem or need they have that can be solved by a product or service.
  • Interest: Once customers are aware of their need, they begin to consider different options and evaluate potential solutions.
  • Decision: After weighing their options, customers make a decision to purchase a specific product or service.
  • Action: After making a purchase, customers evaluate their experience and form opinions about the brand and its products or services. This stage can influence future purchase decisions and brand loyalty.

The acronym AIDA is often used to describe this 4-stage buyer journey model.

2. Why do I follow an 8-stage buyer journey model?

Since I belonged to the advertising industry before coming into content strategy, I have always been taught that there are eight buyer journey stages. This method of breaking down finer nuances of the buyer journey allows us to closely analyze each inflection point on the journey and create content suitable to nudging customers stuck for progress at these stages.

Here is the 8-stage buyer journey I have always followed.

8-Stage Buyer Journey

3. Why is the buyer journey often called the Purchase Funnel?

Some people refer to the buyer journey as a Sales or Purchase Funnel. The reason it’s a “funnel” is because it’s expected that more interested visitors will enter at the top.

Yet, many will leak away from you during their journeys, leaving a smaller number converted as your customers by the time the journeys culminate.

But as we all know, buyer journeys are not as straightforward as that … because people may take many twists and turns or leave or return to their journeys with you at will.

So the funnel is no longer 100% representative of the buying journey, although it has some truth to it still.

4. What are TOFU, MOFU and BOFU in the buyer's journey?

As you can see from the diagram above, the top two stages of the buyer journey are clubbed together as the Top Of The Funnel (TOFU). The following two stages are clubbed together as Middle Of The Funnel (MOFU). And the third two stages are clubbed together as the Bottom Of The Funnel BOFU).

The last two stages come after a casual visitor becomes a buying customer. It’s about what marketers can do with their customers after they demonstrate loyalty to our brands. So these last two stages are clubbed together as the LOYALTY stages.

5. Experts' quotes on the mapping content to the buyer journey

Amanda Sellers

"The buyer's journey describes a buyer's path to purchase. In other words, buyers don't wake up and decide to buy on a whim. They go through a process to become aware of, consider and evaluate, and decide to purchase a new product or service. By understanding the buyer's journey, the pains and problems they experience along that journey, and the influencing factors that shape their thinking, content marketers can better empathize with the buyer and position their content along that path."

Sam Butterworth

"A major problem with traditional marketing is that it wasn’t designed to help people. Outbound marketing uses tactics that shout for attention and tell people what they need. It doesn’t provide value by educating people, as inbound marketing does. The buyer’s journey is a vital aspect of this evolved form of marketing because it enables businesses to help their customers, by providing informative content to enable them to understand their problem and their options for solving it."

The 8 most important stages of the buyer journey

Here is my list of 8 key stages of the buyer journey. I’m going to explain the kind of content to create to serve readers at every stage of this journey. My system has worked for me and got strong results for my brand and my clients’ brands. 
8 Key Stages Of The Buyer Journey
(Please use this infographic with credits intact.) 

1. Understanding what happens at Stage 1 of the buyer journey: TRIGGER

TRIGGER Stage of Buyer Journey

Working through the TRIGGER Stage with an example

We’re going to walk through this whole article using a single example. Let’s say you are a brand marketer dealing in running shoes for women. Your potential customers are amateur women runners.

How do you look at your target audience? As women who want running shoes? That’s where most brand marketers go wrong because they don’t think of audiences at a much earlier stage of the buyer journey (as they should).

For example, your typical customer may not be even thinking about running shoes. Maybe the customer is a regular amateur runner developing a painful foot problem. Perhaps the customer has developed hard callouses or even foot arch injuries. 

This is the early stage when a customer is aware of a problem but is nowhere near the solution. The customer, in other words, is TRIGGERED to start searching for some answers to the problem faced. The customer may, at best, be looking for answers on why foot problems such as painful callouses or foot arch injuries occur – and how to help prevent them.

"Empathy" should dominate your brand's TRIGGER Stage content

“Empathy” is the most reassuring brand reaction a customer wants to come across at the TRIGGER Stage. Your content for this stage has to show understanding and compassion.

Here are some tips for writing empathetic content:

  • Put yourself in the customer’s shoes: Imagine yourself in the woman runner’s situation and consider how she might feel. This can help you better understand her perspective and write more empathetic content.
  • Use language that shows empathy: Use language that shows you understand her situation and empathize with her concerns. For example, you could use phrases such as “I understand how frustrating this can be” or “A lot of people may be going through this silently.”
  • Be authentic: Write genuinely and sincerely. Avoid using cliches or flaky language that may come across as disingenuous.
  • Provide actionable advice: Offer practical advice on addressing the customer’s concerns. Use clear and concise language to explain the steps they can take to resolve the issue.
  • Anticipate questions and concerns: Anticipate any questions or concerns the customer may have and address them in the content. This can help to build trust and confidence in the advice you are offering.

Types of content that can be offered at the TRIGGER Stage

When a customer is TRIGGERED by a problem, the types of content offered could include:

  • Personal story blog posts: Sharing your own personal similar pain point experiences and struggles, via blog posts, can help the customer feel understood and less alone.
  • Case studies: Showcasing examples of real people who have overcome similar challenges can inspire and motivate the customer to take action.
  • Video content: Videos can help you connect with your audience on a deeper level, especially if the videos include professional advice on the pain point.
  • Interactive content: Tools like quizzes, surveys, and assessments can help the customer identify with her own intensity of pain and hope to get solutions to match.
  • Social media content: Platforms like Twitter, Instagram, and Facebook can be used to share short, empathetic messages that resonate with your customer.

The right CTA can move the customer from TRIGGER to CONSIDER

Let’s assume the customer has read a good blog post from you, seen a video, or browsed through a case study showing how other people have had the same foot problems.

The idea is then to culminate the discussion on the foot pain points and nudge the customer to become aware of how it can be solved (running shoes). 

Therefore, your content for the TRIGGER Stage needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the CONSIDER Stage, where you can offer content that discusses solutions.

Trigger Stage Content and its CTA

2. Understanding what happens at Stage 2 of the buyer journey: CONSIDER

CONSIDER Stage of Buyer Journey

Working through the CONSIDER Stage with our example

Let’s continue with the same example of the customer –the woman runner with a foot problem.

Your customer may perhaps have read your blog post on why foot problems like callouses and foot arch injuries occur. The customer may also have been tempted to download your free ebook (from the CTA) on running shoes … since your blog post has led to it as a possible solution to the customer’s pain point.

As the customer reads through the ebook, the CONSIDER Stage kicks in. The customer gets wiser through the education the book offers on the many features of running shoes in general – as well as your branded running shoes in particular.

"Education" should dominate your brand's CONSIDER Stage content

“Education” is the most reassuring brand reaction a customer wants to come across at the CONSIDER Stage. Your content for this stage has to offer a lot of knowledge.

Here are some tips for writing educative content:

  • Use a clear and concise writing style: Write in a manner that is easy to read and understand. Avoid using jargon or technical language that may be unfamiliar to the customer.

  • Provide detailed guidance: Offer clear and concise education. Use bullet points or numbered lists to break the information into manageable steps.

  • Use visuals: Use diagrams or screenshots to help illustrate the solution and make the content more engaging.

  • Anticipate questions or concerns: Address any potential questions or concerns the customer may have about the solution. This can help to build trust and confidence in the solution.

  • Offer additional resources: Provide links to other resources such as videos, tutorials, or support forums. This can help ensure the customer has access to all the information needed.

Types of content that can be offered at the CONSIDER Stage

When a customer is CONSIDERING solutions, the types of content offered could include:

  • Tutorials: Video or written content that walks customers through all the possible solutions to the problem, and explaining what the right solution may offer.
  • White papers: In-depth reports that provide detailed analysis and insights on new industry trend or technology that can offer good solutions.
  • Ebooks: Longer-form content that provides in-depth education on the pain point’s solutions, often including research and case studies.
  • Webinars: Live or recorded presentations that provide educational content and allow for interaction and Q&A with the audience.
  • Podcasts: Audio content that can be consumed on-the-go and provides education on the topic of the pain point’s possible solutions.

The right CTA can move the customer from CONSIDER to CHOOSE

Let’s assume the customer has read your ebook, attended your webinar, or watched a video tutorial showing how running shoes (especially yours) can solve the foot problems faced.

The idea is to culminate the discussion on the variety of solutions and nudge the customer to narrow down to your running shoes as the shortlisted #1 option. 

Your content for the CONSIDER Stage, therefore, needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the CHOOSE Stage, where you can offer comparison charts with other brands, reviews by influencers, or other choice-clincher content.

Consider Stage Content and its CTA

3. Understanding what happens at Stage 3 of the buyer journey: CHOOSE

CHOOSE Stage of Buyer Journey

Working through the CHOOSE Stage with our example

In the previous stage, let’s say your customer – the amateur woman runner with foot problems – has read your ebook on considering changing running shoes. You have also exposed the customer to your brand of running shoes.

You now need to nudge the customer towards shortlisting your running shoes as the #1 option – or the only option.

This is the stage where CONSIDER changes to CHOOSE for the customer. What usually helps customers make firm decisions on a particular brand? It could be comparison charts with top brands and your brand stacked against one another, good product reviews … or better still, the compelling words of relevant influencers. 

"Influencing" should dominate your brand's CHOOSE Stage content

“Influencing” is often the most reassuring brand reaction a customer wants to come across at the CHOOSE Stage. When creating influential content, picking the right influencer for your target audience is essential.

Here are some tips for creating influencer-led content:

  • Research influencers: Research influencers who align with your brand values and target audience. Look for influencers with a strong following and engagement on their social media channels.

    Create content that aligns with their brand: Once you have identified the influencers you want to work with, create content that aligns with their brand and style. This will increase the likelihood that they will use and promote your content.

    Make it easy for them to use: Provide influencers with clear guidelines on using your content and any necessary hashtags or tags to include. Consider creating custom graphics or videos they can easily share on their channels.

  • Create high-quality content: Your content should be well-written, informative, and visually appealing. Use high-quality images and videos to enhance your content and make it more engaging.

  • Promote your content: Once you have created content, promote it through various channels, such as social media and email marketing. This will help you reach a wider audience and increase the chances of your content being shared and talked about.

Types of content that can be offered at the CHOOSE Stage

When a customer is about to CHOOSE your product as a solution, the types of content offered via influencers could include:

  • Sponsored posts: Sponsored posts are one of the most common types of content used in influencer marketing. This involves paying an influencer to create and share content that promotes your brand or product.

  • Product reviews: Product reviews are a great way to build trust and credibility with your audience. You can provide influencers with your product or service and ask them to share their honest opinion with their followers.

  • Giveaways and contests: Giveaways and contests can help increase brand awareness and engagement. You can work with influencers to create a giveaway or contest that promotes your brand and encourages user-generated content.

  • Tutorials and how-to guides: Tutorials and how-to guides can be a valuable resource for your audience and establish your brand as an authority in your industry. You can work with influencers to create instructional content that showcases your product or service.

  • Social media takeovers: Social media takeovers involve giving an influencer control of your brand’s social media account for a day or a week. This can help increase engagement and followers and provide a unique perspective on your brand.

The right CTA can move the customer from CHOOSE to TRY

Let’s assume the customer has read a great social post from an influencer who matters about the quality and value of your brand of running shoes.

The idea is to end the discussion on the choice and nudge the customer to give your product a TRY.

Therefore, your content for the CHOOSE Stage needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the TRY Stage, where you can offer free-product-trial deals to woo the customer.

Choose Stage Content and its CTA

4. Understanding what happens at Stage 4 of the buyer journey: TRY

TRY Stage of Buyer Journey

Working through the TRY Stage with our example

If you’ve got the customer to bite your deal of a free trial offer for your running shoe brand, your content must support the customer at this stage. The customer must be made to feel that the trial is a positive experience and the brand has left no objections or queries unanswered by the end of the trial.

This is the stage when a customer first begins to lean a little on the brand marketer for help with trying on the right shoes to see if the experience feels perfect. The brand marketer must offer just the advice asked for and no more. Be careful about that. 

 The TRY Stage is thus interactive, and the content created has to match what the customer wants to know, with the seller still staying a bit distant – and not looking like getting too pushy for speedy purchase confirmation. 

"Responsiveness" should dominate your brand's TRY Stage content

“Responsiveness” is the most reassuring brand reaction a customer wants to come across at the TRY Stage. When creating responsive content, it’s essential to answer the customer’s doubts without seeming sales-y.

Here are some tips for creating responsive content:

  • Respond promptly: Customers expect a quick response when contacting your brand online. Aim to respond to inquiries within a few hours or less, especially on social media.

  • Personalize your response: Address customers by name and use a friendly and professional tone. This helps to create a positive customer experience and builds trust.

  • Be helpful: Focus on providing useful and accurate information in your responses. If you cannot answer a question, let the customer know you are looking into it and will follow up as soon as possible.

  • Provide additional resources: If relevant, provide other resources to help the customer find the necessary information. This could include links to relevant blog posts, user guides, or FAQs.

  • Follow up: Follow up with customers to ensure their query has been resolved satisfactorily. This helps to build customer loyalty and can lead to positive reviews and recommendations.

Types of content that can be offered at the TRY stage

When a customer is at the TRY Stage, the types of content offered via influencers could include:

  • Product guides and tutorials: Provide customers with detailed guides and tutorials that explain how to use the product, its features, and benefits. This can help customers get the most out of the product and reduce frustration.
  • Customer success stories: Share customer success stories and case studies that demonstrate how others have benefited from the product. This can help to build trust and increase the perceived value of the product.
  • Product videos: Create videos that showcase the product in action, highlight its features and benefits, and provide tips for using it effectively. This can help to engage customers and make it easier for them to understand the product.
  • User forums and communities: Create user forums and online communities where customers can interact with each other, share experiences, ask questions, and provide feedback. This can help to build a sense of community and increase customer engagement.
  • Customer support resources: Provide customers with access to customer support resources, such as online help desks, chatbots, and customer support staff. This can help customers resolve any issues they may encounter and improve their overall experience with the product.

The right CTA can move the customer from TRY to BUY

The classic mistake most marketers make at the TRY stage is to assume the trial will end satisfactorily and the customer can then be billed at the originally stated price. But there are many reasons why a customer may decide not to buy at the end of the trial period. It isn’t enough to merely ask for feedback on why the trial was not satisfactory. Instead, a deal sweetener price-off (or an add-on accessory) could help clinch the buying.

Your content for the TRY stage therefore needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the BUY stage, where the transaction is completed.

Try Stage Content and its CTA

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5. Understanding what happens at Stage 5 of the buyer journey: BUY

BUY Stage of Buyer Journey

Working through the BUY Stage with our example

Congratulations … if you’ve made the customer ready to buy your product, you’ve done a great job, haven’t you? But notice how we still have a long way to go before our marketing job ends.

After the BUY Stage, the customer becomes highly vulnerable to what is popularly called “buyer remorse.” This mindset makes the customer wonder if the purchase was worth it. All kinds of doubts assail the customer’s mind because the adrenalin-high of buying gives way to a low of wondering if a big mistake has been made.

“Buyer remorse” is a psychologically proven concept, so the seller must be extra careful in making the buyer feel self-confident and validated in the purchase. How do we do that?

"Validation" should dominate your brand's BUY Stage content

“Validation” is the most reassuring brand response a customer wants to come across at the BUY Stage. When creating validating content, it’s essential to give the reader opportunities to experience and exhibit high-flying pride and joy.

Here are some tips for writing validating content:

  • Surprise the customer with a gift: Surprise your customer with a small gift or sample included with their purchase. This unexpected gesture can make the customer feel valued and more likely to share their positive experiences with others.
  • Use social media: Use social media to engage with your customer and encourage the customer to share the experience of buying your brand. Share user-generated content and positive reviews on your social media channels to show your value for customer opinion.
  • Follow up: Follow up with the customer after purchase to ensure more profound satisfaction with the buying experience. This can help the customer feel good about having made the buying decision.
  • Provide helpful information: Offer helpful information about your product or service that can enhance the customer’s experience. This can include tips on using the product or suggestions for complementary products or services.
  • Respond promptly to customer inquiries: If a customer reaches out with a question or concern, respond quickly and provide a helpful solution. This can improve their overall experience. 

Types of content that can be offered at the BUY Stage

Here are some types of content that can be offered to a customer immediately after BUYING:

  • Order confirmation: An email or message confirming the purchase and providing details such as the order number, date of purchase, and expected delivery date can help the customer feel assured that their purchase has been processed professionally.
  • Thank-you messages: A simple thank-you message or email – or a social message that tags and thanks the customer for the buy – can help show appreciation for the customer’s business and make them feel valued.
  • Product manuals or guides: Providing product manuals or guides immediately after purchase can help the customer use the product as soon as possible.
  • Access to customer support and the brand community: Providing access to customer support and the brand community immediately after purchase can help the customer address any lingering issues or questions or just bask in belonging to a like-minded group.
  • Product usage tips: Providing tips and suggestions on using the purchased product can help the customer get the most out of it and increase their satisfaction.

The right CTA can move the customer from BUY to EXPERIENCE

Let’s assume the customer has bought your running shoes. You need to create content that pats the customer on the back, encourages the feeling of pride in the purchase, and creates a need to share it with others explicitly (to avoid falling into the pit of “buyer remorse.”)

At the end of the BUYING Stage, the idea is to culminate the discussion on the purchase per se and nudge the customer to using and experiencing the product a lot. Many customers buy things they hardly use after purchase. As sellers and content marketers, we cannot let that happen. We have to encourage the customer to continue on the buyer journey.

Therefore, your content for the BUY Stage needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the EXPERIENCE Stage, where you can offer content that encourages high usage and experience of the product.

Buy Stage Content and its CTA

6. Understanding what happens at Stage 6 of the buyer journey: EXPERIENCE

EXPERIENCE Stage of Buyer Journey

Working through the EXPERIENCE Stage with our example

We’ve got our customer to buy our brand of running shoes and even urged the customer to download a high-product-usage beginner’s running regimen to keep the momentum going.

We must keep going with content full of running incentives to encourage a whole and positive product experience.

We can easily do this follow-up encouragement via a sequence of personalized emails, through a Facebook Group, or even through a separate Beginner’s Program that amateur runners can enroll in for free – to get our daily tips for improving their running.

"Encouragement" should dominate your brand's EXPERIENCE Stage content

“Encouragement” is the most reassuring brand response a customer wants to come across at the EXPERIENCE Stage.

Here are some ideas to encourage customers to have a heightened experience with a product after buying:

  • Create an exclusive “new buyers” community: Build a user community for your product where new customers can enroll, share their experiences, ask questions, and get help. This can help customers get more out of the product.
  • Offer exclusive content: Offer exclusive content to customers who have purchased the product, such as tutorials, behind-the-scenes content, or sneak peeks at upcoming releases. This can create a sense of exclusivity and encourage customers to engage more deeply with the product.
  • Gamify the experience: Create a game or challenge that encourages customers to use the product in new and creative ways. This can make the experience more fun and engaging and encourage customers to try out different features and capabilities of the product.
  • Host events: Host events, such as webinars, workshops, or in-person meetups, where customers can learn more about the product and connect with other users. This can create a sense of community and help customers feel more connected to the product and your brand.
  • Offer personalized support: Offer personalized support to customers who have purchased the product, such as one-on-one training or consultation. This can help customers feel valued and supported and encourage them to engage more deeply with the product.

Types of content that can be offered at the EXPERIENCE Stage

When a customer is at the EXPERIENCE stage, the types of content offered could include:

  • User-generated content: Encourage customers to share their experiences with the product on social media using a branded hashtag and then feature their posts on your social media channels.
  • Customer success stories: Highlight customer success stories that show how the product has helped them achieve their goals or overcome challenges.
  • Customer interviews: Conduct interviews with customers who have used the product to learn more about their experience and how it has impacted their lives or businesses.
  • Before-and-after photos: Show before-and-after photos that demonstrate the transformative effects of the product, providing a powerful visual representation of its impact.

  • Podcasts: Create a podcast series that features interviews with satisfied customers who can share their experiences and provide insights and advice for other users.

The right CTA can move the customer from EXPERIENCE to REPURCHASE

Let’s assume the customer has had a heightened experience with the purchased product –and you have done your best to make the post-purchase experience lively, upbeat, and contagious.

The idea is to culminate the discussion on the experience and nudge the customer to become aware of options to add to a great runner’s repertoire of gadgets and other aids. 

Therefore, your content for the EXPERIENCE Stage needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the REPURCHASE Stage, where you can offer content that discusses how to add to personal performance.

Experience Stage Content and its CTA

7. Understanding what happens at Stage 7 of the buyer journey: REPURCHASE

REPURCHASE Stage of Buyer Journey

Working through the REPURCHASE Stage with our example

The customer has now bought our product – the running shoes – and experienced using it. All looks good at this stage to get the customer to repurchase more items related to the original product.

This is the stage when upselling or cross-selling can take place. Upsell is when you sell an upgrade of the first product to the customer. For example, the customer who is an amateur runner can be told that the pro version of the same running shoes would be even better – and there’s a deal going on it. Cross-selling would be to sell add-ons to the original product … for example, our previous CTA suggested a Super Runner Kit (maybe with a smartwatch, a fitness tracker, a timer, a running chart, etc.) 

The clever thing here would be to make our content sound like we’re inspiring our customers to upgrade themselves now that they’ve done the prelims. Our content should not sound like we are selling add-on products or product upgrades to our original product.

"Aspiration": Your brand's REPURCHASE Stage content response

“Aspiration” is the most reassuring brand response a customer wants to come across at the REPURCHASE Stage. When creating aspirational content, it’s essential to set challenges for customers that encourage them to stretch themselves.

Here are some tips for writing aspirational content:

  • Make it relevant: The challenge should be pertinent to your customer’s goals and aspirations. Ensure that the challenge is aligned with customer interests and motivations.
  • Make it achievable: The challenge should be achievable but not too easy. It should push customers outside their comfort zone but not be so difficult that it is discouraging.
  • Make it fun: The challenge should be enjoyable and engaging. Use gamification techniques or create a friendly competition to make the challenge more fun and engaging.
  • Provide incentives: Provide incentives or rewards for completing the challenge. This can help motivate customers to participate and achieve the desired outcome.
  • Celebrate success: Celebrate customers who complete the challenge and share their success stories with others. This can help inspire and motivate others to participate in future challenges.

Types of content that can be offered at the REPURCHASE Stage

When a customer is at the REPURCHASE Stage, the types of content offered could include opportunities to rub shoulders with experts:

  • Expert interviews or Q&A sessions: This type of content involves interviewing experts or having them answer questions about their field or area of expertise in running. Customers can gain insights and advice from experts, which can help them to improve their skills or achieve their goals.
  • Webinars: Webinars are live or recorded presentations that brands and experts in the field of interest can host together. They can allow customers to learn from experts and ask real-time questions.
  • Workshops or training programs: Workshops or training programs can be led by experts and offer customers the opportunity to learn and practice new skills.
  • Online forums or communities: Online forums or communities can be a space where customers can connect with “visiting experts” and ask questions or seek advice.
  • Social media platforms: Social media platforms like LinkedIn and Twitter can allow customers to engage with experts and gain insights into their industry or area of expertise.

The right CTA can move the customer from REPURCHASE to ADVOCATE

Let’s assume the customer has attended your webinar and discussed running kits and gadgets in great detail with several top-grade experts.

The idea after that is to culminate the discussion on more add-on items to purchase and nudge the customer to advocate your product, having been one of your repeat buyers.  

Therefore, your content for the REPURCHASE Stage needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the ADVOCACY stage they can earn by enrolling as your affiliates.

Repurchase Stage Content and its CTA

8. Understanding what happens at Stage 8 of the buyer journey: ADVOCATE

ADVOCATE Stage of Buyer Journey

Working through the ADVOCACY Stage with our example

You have done well so far. You have made the customer buy your product and then go on to also repurchase several product add-ons from you. You have created a reasonable degree of loyalty in the customer.

A loyal customer is worth more than any new customer you can get, because a repeat buyer costs six times less to market to than a new customer. So the more you use the loyal customer to benefit your brand, the better.

You can not only keep the repeat buyer in your loop to buy even more of what you have to offer, but it’s a brilliant thing to do to convert a loyal customer into one who advocates your brand – and brings in more customers. In short, you could create an affiliate program whereby loyal customers can earn by referring new customers.

"Earn With Us": Your brand's ADVOCACY stage content response

“Earn With Us” is the most reassuring brand response a customer wants to come across at the Advocacy Stage. Customer like becoming affiliates of reputed brands they trust and believe in, because they feel if they have bought from this brand, so will many others.

Here are some tips for writing “earn with us” content:

  • Highlight Your Brand Trust: Explain that your brand has a strong reputation in the market, which makes it easier for potential affiliates to earn from your affiliate program.

  • Point Out Your Credibility: Affiliates are more likely to promote products of a brand they trust and have confidence in. Remind affiliates of why they liked your brand and trusted its credibility.

  • Emphasize Your Product Quality: Reinforce the idea that your brand will always stand for high-quality products or services, which make it easier for affiliates to advocate your brand.

  • Mention your competitive commission rates: Show your potential affiliates how they caneasily earn back the money they spent on your brand by becoming an referral partner.

  • Reaffirm your support: Offer affiliates the reassurance of your support in the form of training, promotional material, and other resources to help them succeed in the advocacy program.

Types of content that can be offered at the ADVOCACY stage

When a customer is to be attracted to try ADVOCACY, the types of content offered could include:

  • Create a separate portal for affiliates: In this portal, you can allow affiliates to share success stories, showcasing how they’ve earned commissions, increased their income, or grown their own business through your affiliate program.

  • Affiliate Tools: Offer potential affiliates a suite of tools to promote your products, including promotional banners, email templates, and other marketing materials.

  • Commission Rates: Clearly outline the commission rates, payout thresholds, and any performance-based incentives or bonuses. Offer more commission rates to customers-turned-affiliates.

  • Product Reviews: Provide potential affiliates with detailed product reviews and demos, showcasing your products’ benefits and unique selling points.

  • Training and Support: Offer training and support to help potential affiliates get started and succeed in your program. This could include webinars, tutorials, and a dedicated support team to answer questions and provide assistance.

The right CTA can move the customer from ADVOCATE to AMBASSADOR

Let’s assume your customer has now gotten attracted to enroll as your affiliate.

The next idea is to culminate the discussion on simple advocacy and nudge the customer to become more than just a referral partner earning small commissions.

Therefore, your content for the ADVOCACY stage needs to end with a Call-To-Action (CTA) that nudges the reader to get to the next stage of the buyer journey – the BRAND AMBASSADOR stage, where you can convert an affiliate into a powerful influencer.

Advocacy Stage Content and its CTA

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FAQs and their answers on content mapping to the buyer journey

Some of the most commonly asked questions on content mapping to the buyer journey are listed below … with their quick answers. These are good extra angles from which to understand the concept and build your content strategy.

1. Buyer journey mapping vs. process mapping: difference?

Buyer journey mapping focuses on understanding the customer’s experience and emotions as they progress through each stage of the buying process. This includes identifying touchpoints and pain points, and developing strategies to address them. On the other hand, process mapping is a more general approach that focuses on visualizing and improving the operational processes within a business, such as manufacturing or customer service. 

2. Buyer journey mapping vs. user story mapping: difference?

Buyer journey mapping focuses on understanding the customer’s experience and emotions as they progress through each stage of the buying process. It helps identify pain points and develop strategies to address them. On the other hand, user story mapping is a technique used to plan and design software development projects. It involves breaking down user requirements into individual stories and organizing them into a logical sequence.

3. Which is the most important part of the buyer journey?

All stages of the buyer journey are important, but the most critical part is often the consideration stage where the buyer has identified a need and is actively researching and evaluating potential solutions. During this stage, the buyer is looking for information to help them make an informed decision, and may be comparing your product or service to your competitors. By providing helpful and informative content, and building trust and credibility, you can increase your chances of converting them into a customer.

4. What to avoid when mapping content to the buyer journey?

First, don’t focus solely on promoting your product or service … instead, focus on providing helpful and informative content that provides value. Second, consider the different stages of the buyer journey and tailor your content appropriately to each stage.  Finally, don’t assume all buyers will follow the same journey or have the same needs. Be flexible and responsive to individual needs and preferences.

5. Is the B2B buyer journey content mapping any different?

B2B buyers typically have a longer and more complex decision-making process, involving multiple stakeholders and more significant investments. As a result, B2B content mapping often involves more in-depth and technical content, such as whitepapers, case studies, and product demos. Also, B2B buyers often have different pain points and goals, such as improving efficiency or reducing costs. Finally, it’s important to build trust and credibility through thought leadership and expertise.

Pro tips to take away in summary ...

1. Mapping content to the customer buying journey is important because customers prefer self-paced self-service online rather than having intrusive sellers pushing them along the way.

2. At every stage of the buyer journey, content needs to be created for that part of the journey (with the appropriate emotional or logical tug) … but the Call-To-Action at the end of any content piece has to nudge people to take the next step on the journey.

3. Remember, the right content at the right time to the right customer is the simple mantra to 10X your content marketing success. Also, always let customers feel the decision to take the following steps is under their control. This sense of empowerment is vital to today’s online customers.

BONUS: How to get help with your branding and content marketing

Branding and content marketing are tough because they require a deep understanding of the target audience, a commitment to delivering high-quality content consistently, and ongoing optimization to remain effective. This is where an expert hand can be invaluable.

With cutting-edge knowledge of the latest industry trends and best practices, an expert can help provide the guidance and support needed to achieve the desired results.

Rather than slog at it yourself and spend time and money on trial-and-error, make it simple … let me help you.
 
Let’s have a free, no-obligations Zoom chat. We can locate the potential to power up your branding and content marketing. Let me know your goals and budgets, and I will offer you some readily implementable suggestions. 
 
If we’re a good fit for each other, you could consider outsourcing your branding and content marketing projects to me. I am confident I can take your business to an enviable position. 
 
Click the button below to book a free 30-45 minute online ZOOM meeting; we’ll take it from there!
Shobha Ponnappa

"I am committed to elevating my clients' branding and content marketing to a dominant position because I believe that a strong and distinctive brand identity, coupled with high-quality content, can be a game-changer for businesses. I've done it over and over for 40+ years and 125+ clients."

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Give yourself truly big benefits.

Get my weekly newsletter packed with cutting edge brand content tips, tricks, tactics, techniques, and trends. I scour the Net for you.

Get a free download of my 93-page eBook “BRANDSPEAK” … on how to deploy content marketing for total brand domination.

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Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.