What kind of content should I be creating to target customers at every stage of their buying journey?

You’re putting in the work. You’re writing the blogs, posting the Reels, and sending the newsletters. People are visiting your site—the traffic numbers look great! But when you look at your sales or booked demos, there’s a big, frustrating gap.

If you feel like you’re shouting into a megaphone and getting plenty of “likes” but zero “buys,” you’re likely stuck in the Top-of-Funnel Trap.

Many marketers focus so much on “awareness” that they forget to give their audience a reason to actually pull out their wallets. To fix this, you need a content map that meets your customers exactly where they are—whether they’re just realizing they have a problem or they’re hovering their mouse over the “Purchase” button.

Here is how you can build a content strategy that covers every stage of the buying journey.

1. How do I get people to notice my brand for the first time?

Focus on educational, “problem-first” content that answers broad questions without asking for anything in return.

At the Awareness Stage (Top of Funnel), your customer doesn’t care about your brand yet. They care about their own pain. If you try to sell here, you’ll scare them off. Instead, you want to be the helpful teacher. This is where you target those high-volume, “how-to” searches that bring people into your ecosystem.

According to research by Conductor, consumers are 131% more likely to buy from a brand immediately after reading educational content from that brand. By solving a small problem for free, you build the “Know, Like, and Trust” factor required for later stages.

Source: Conductor: The Impact of Educational Content

2. What’s the best way to help someone who is comparing their options?

Create “Middle-of-Funnel” content that directly compares solutions, highlights specific features, and uses expert guides to prove you’re the best fit.

Once a customer knows they have a problem, they enter the Consideration Stage. They are looking at you, your competitor, and the “do nothing” option. This is where most marketers fail because they keep posting “Top-of-Funnel” fluff. You need to transition to webinars, case studies, and “Us vs. Them” comparison pages.

Data from HubSpot suggests that 60% of buyers want to connect with sales during the consideration stage, after they have researched the options. If your content doesn’t provide deep-dive comparisons or technical specs during this phase, you lose the lead to a competitor who does.

Source: HubSpot: The Ultimate Guide to Content Marketing

3. How do I turn a “maybe” into a “yes” at the finish line?

Use high-intent “Decision Stage” content like free trials, ROI calculators, and customer testimonials that remove the fear of making a mistake.

The Decision Stage (Bottom of Funnel) is about risk mitigation. The customer is ready to buy, but they are afraid of making the wrong choice. Your content here should be incredibly specific. Instead of “How to improve SEO,” your content should be “How [Company X] saw a 400% ROI using our SEO tool.”

BigCommerce reports that 92% of consumers read online reviews before making a purchase, and 88% trust online reviews as much as personal recommendations. Social proof is the strongest content type for closing a deal.

Source: BigCommerce: The Power of Social Proof

4. Why is my “Awareness” content failing to generate actual sales?

You are likely failing to create a “content bridge” that leads the reader from a general interest topic to a specific product solution.

The pain point for many marketers is “High Traffic, Low Conversion.” This happens when your content is too broad. If you write about “10 Tips for Better Sleep” but never link to your “Organic Weighted Blanket Product Page,” you’re just providing free entertainment. You must include “Calls to Value” that nudge the reader to the next stage of the funnel.

Content Marketing Institute notes that the most successful B2B marketers use an average of 13 different content types to move leads through the funnel. Relying solely on blog posts (top-of-funnel) leaves the journey incomplete.

Source: Content Marketing Institute: B2B Content Marketing Benchmarks

The Full-Funnel Content Menu

To make this easier, here is a numbered list of content types broken down by the stage of the journey:

1. Awareness:
   • Educational Blog Posts
   • Social Media “Tips” (Reels, TikToks)
   • Infographics
   • Broad Industry Reports
2. Consideration:
   • Expert Webinars
   • “Product vs. Product” Comparison Guides
   • E-books or Whitepapers
   • Newsletter Case Studies
3. Decision:
   • Customer Testimonials & Video Stories
   • Free Trials or Live Demos
   • Pricing Pages
   • Implementation/Onboarding Guides

FAQ: Common Questions About the Buying Journey

Summary: Stop Playing the “Volume Game”

If you only target the top of the funnel, you’re essentially a librarian—providing information for free but never getting paid. To capture qualified leads who are ready to buy, you must intentionally create content that speaks to their specific hesitations and comparisons.

Map your content to the journey, provide the evidence they need to trust you, and watch your conversion rates finally match your traffic.

References:

Content Marketing Institute Insights: https://contentmarketinginstitute.com/
Conductor Research: https://www.conductor.com/learning-center/educational-content-impact/
HubSpot Marketing Trends: https://blog.hubspot.com/marketing/content-marketing
BigCommerce Social Proof Study: https://www.bigcommerce.com/blog/social-proof/