Marketing Automation: Step 3 – Create Content for the Buyer’s Journey

By LGG Media

There are 5 major steps in the Marketing Automation process that allows for effective marketing. 

  1. Identifying Your Goal
  2. Find Your Audience
  3. Create Content for the Buyer’s Journey
  4. Make Successful Workflows
  5. Analyze and Optimize those Workflows

Step 3: Create Content for the Buyer’s Journey

To be a successful company in today’s market, you must actively work with content throughout the buyer’s journey. What material does your target persona require at the exact moment they need it? Now is the time to respond to that inquiry. The buyer’s journey is a detailed account of a customer’s interactions with your business. You can create the correct content for the right person at the right moment if you have a well-defined buyer’s journey. As a result, creating a Marketing Automation strategy for the buyer’s journey allows you to optimize the smooth transitions between processes and warm up contacts even more to boost conversions.

Awareness Stage – Blogs, Keywords, Social Publishing

The first stage of the buyer’s journey is the awareness stage. This step will increase brand awareness. The most crucial part of this stage is to respond to the individual’s problem and help them name it. Showcase what you have to offer as well as the accomplishments of your firm.

Consideration Stage – Forms, CTA, Landing Pages

The potential buyer is now looking for more information. Individuals can now pinpoint their problem, allowing them to ask more in-depth queries. Customers that are interested in purchasing the solution want to know more about how it works. As a result, it’s vital that you apply what you’ve learned to these questions. Deliver your material to your target personas, add value, and demonstrate to potential consumers that you are an expert on the issue. Examples: downloadable items such as guides, e-books, templates, etc.

Decision Stage – CRM, Email, Work Flows

In this step, the individual recognizes the issue and seeks out someone who can help. As a result, contacts demand additional information on why they should choose you at this point. Showcase what prior customers have said about you and explain what makes you unique in the market. What’s the best way for me to approach these people? In this instance, personalized content is critical. You can personalize the experience in a one-on-one situation. The idea is to encourage the person to think beyond their current constraints and to desire to grow with you. If you succeed, your customers will be unquestionably loyal to your company.

Customer – Surveys, Smart Content, Social Monitoring

The individual has identified the optimal option and has opted to acquire it at this point. Depending on whether customers purchased a service or a product, the actions that follow are different. If it is a service, the person obtains physical support from the company in order to solve the problem before using it. If it’s a product, the person receives it and starts using it.

The sort of content a client needs while making a purchase is significantly depending on the organization.

So, consider your business. Is there a common question that you can answer with material for all customers?


The post-purchase stage begins after the purchase or service is done, i.e. the problem is resolved. After you’ve made your purchase, the next step is crucial. Because this is an area where word-of-mouth is really important. Because, in the end, consumers are more influenced by word-of-mouth than by traditional marketing. We continue to put our faith in those closest to us. Have they had a bad experience with that company? If so, we won’t buy anything from them.

As a result, it’s critical to follow up with material that ensures the customer is happy with the outcome. Is there anything that needs to be fixed? Is the buyer ecstatic and willing to spread the word about you?

Go to Step 4 of Marketing Automation: Make Successful Workflows.