This document outlines the buyer's journey and how content strategy should address key questions customers have at each stage: awareness, consideration, purchase, retention, and advocacy. During awareness, content should understand customer interests and problems. At consideration, it should define the unique value and competitive differentiation. After purchase, content ensures the solution delivers consistent value and the business remains easy to work with, ultimately leading to customer recommendations.

1. Buyers Journey & Content Strategy
Awareness Consideration Purchase Retention Advocacy
What does the
target customer
care about? Where
do they seek
solutions like
yours? Do they
exist in groups?
What specific
problem are you
solving for them?
What is their
biggest pain?
What is your
unique selling
proposition
providing
competitive
differentiation and
value?
Is your solution
demonstrating
consistent value?
Is your business
easy to work with?
Will customers
recommend your
solution to others?
Content should be answering the below questions during the buyers journey