Align Your Content Strategy with How Buyers Actually Buy
95% of your market isn't ready to buy today. But they're on a journey, moving through predictable stages from unaware to advocate. This guide shows you how to map content to each stage, creating a strategic engine that nurtures prospects automatically.
Eugene Schwartz's awareness levels adapted for modern B2B content strategy
"Status quo is fine"
"Something needs to change"
"Exploring possible approaches"
"Evaluating specific options"
"Ready to buy, need confidence"
| Channel | Best For Stages | Importance | Content Requirements |
|---|---|---|---|
| Organic Search | Problem Aware, Solution Aware, Product Aware | Critical | SEO-optimized, comprehensive, authoritative |
| Social Media | Problem Unaware, Problem Aware | High | Shareable, visual, bite-sized insights |
| Email Nurture | Solution Aware, Product Aware, Most Aware | Critical | Personalized, progressive, value-driven |
| Sales Enablement | Product Aware, Most Aware | Critical | Detailed, credible, objection-handling |
| Customer Success | Post-Purchase, Advocacy | High | Educational, supportive, community-building |
| Format | Best For | Effort | Impact | Publishing Frequency |
|---|---|---|---|---|
| Blog Posts | Awareness & Consideration | Low-Medium | Medium | 2-4 per week |
| Whitepapers | Consideration | High | High | 1-2 per quarter |
| Case Studies | Decision | Medium | Very High | 1-2 per month |
| Webinars | All Stages | High | High | 1-2 per month |
| Videos | Consideration & Decision | Medium-High | High | Weekly |
| Templates/Tools | Solution & Product Aware | Medium | Very High | Monthly |
73% of B2B companies lack problem-awareness content
Jumping from problem to product without education
No social proof at decision stage
Marketing to sales transition breaks
| Stage | Key Metrics | Success Target |
|---|---|---|
| Awareness | Impressions, Reach, Brand searches, Content shares | Growing 10% MoM |
| Consideration | Time on site, Pages per session, Return visitors, Content downloads | >3 pages, >2 minutes |
| Decision | Demo requests, Pricing page views, Contact form fills, Case study views | 2-3% conversion rate |
| Retention | Product usage, Support tickets, NPS score, Renewal rate | >90% retention |
| Advocacy | Referrals, Reviews, Case study participation, User-generated content | 20% of customers |
Don't try to map every persona at once. Pick your highest-value segment and perfect their journey first.
Base your map on actual customer behavior, not assumptions. Interview customers, analyze paths, track real journeys.
Include sales, customer success, and product touchpoints. The journey doesn't end at purchase.
Your first map won't be perfect. Continuously test, measure, and refine based on results.
Document how buyers feel at each stage. Content that addresses emotions converts better than pure logic.
Define small wins at each stage. Not everyone is ready to buy, but they can take smaller steps forward.
Real journeys are messy. People jump stages, go backward, and take detours.
Much of the journey happens in places you can't track: Slack, text, conversations.
Different personas have different journeys. Don't force everyone through the same path.
Journeys evolve. Review and update your map quarterly based on data and feedback.
The journey extends beyond marketing. Include all departments in mapping.
A good map implemented beats a perfect map planned. Start simple and improve.
Transform random content into a strategic journey that drives revenue