Creating Content for Every Stage of the Buyer’s Journey
By EmoryDay
February 17, 2026
7 Minutes Read
In our post: Understanding The Buyer’s Journey: A Guide for Smarter Digital Marketing, we explored how buyers move through the awareness, consideration, and decision stages before making a purchase. And, we touched on the different types of content that should be crafted in each stage of the buyer’s journey.
But understanding the stages is only half the battle. Content marketers need to know why certain content works, where it works, and how to use it to nurture leads effectively. Below, we’ll break down how to tailor your content strategy for every stage of the buyer’s journey.
Why Specific Content Matters
Every customer's journey is unique, but they all typically pass through the same three stages of awareness, consideration, and decision. The things that change is “what” they need at each stage and “how” they may prefer to receive information.
Each stage requires a tailored approach in messaging to nurture the customer's decision-making process. Failing to cater to each stage can result in missing out on potential conversions. And, your leads may decide to go with your competitor.
If your content doesn’t align with where someone is in the buyer’s journey, it’s easy to lose them. As Adobe Business points out, effective marketing requires brands to “tailor messaging and content to each stage in order to guide and nurture the buyer’s decision-making process.”
HubSpot echoes this idea, emphasizing the importance of creating “content that moves buyers forward.” When your content meets buyers where they are in the journey, you have a much better chance of keeping them engaged with your brand.
Content for the Awareness Stage
At the awareness stage, customers often know they have some type of problem, but they don’t always know what the solution is yet. According to Adobe Business, “this realization can happen through independent research or by encountering marketing content that highlights the existence of the problem.”
This is why awareness-stage content should focus on education rather than selling. It will help build trust with your audience.
Content that works well at the awareness stage includes:
Blog Posts
Crafting posts that tackle common pain points (that your company can eventually solve) is a great way to leverage blog content for the awareness stage.
According to HubSpot, "By addressing pain points your audience actively researches, you create valuable, discoverable resources that build your content for every funnel stage strategy."
Social Media Content
HubSpot explains that with “over 86% of adults on at least one social platform, your audience is almost certainly scrolling somewhere online.” So, you have a good chance of reaching your target audience by posting content on social media, or even using it to promote your most recent blog posts. Just make sure you post on the platform where your target audience is most likely to be. HubSpot also suggests leveraging carousel-style posts because they “break complex ideas into bite-sized slides.”
Infographics
Speaking of breaking complex ideas into digestible chunks, infographics are another great content type for the awareness stage. Besides, who doesn’t love an engaging visual?
SEO-Driven Articles
When done right, these types of articles will help leads find you.
Informative Videos and Webinars
Videos and webinars should focus on teaching useful skills or presenting helpful information instead of selling. This will help build trust with your leads.
According to Forbes, videos are great for “answering questions and explaining concepts.” They also suggest posting all of your videos on YouTube to “increase traffic and raise awareness of your business and services.”
Content for the Consideration Stage
Once buyers understand their problem and know solutions exist, they will start comparing their options.
At this stage, they’re evaluating different approaches and looking for the solution that best fits their specific needs.
Content in the consideration stage should help buyers evaluate their choices, while subtly showing why your company is the right fit. “Subtly” is the key word here. According to Forbes, “This stage should highlight your solution, how it meets their needs, and why it’s better than your competition. Beware of overselling your product and turning your content into an advertisement.”
Effective content at the consideration stage includes:
Case studies
Case studies are a great way to showcase real-life success stories, while gently highlighting how your products and/or services helped past customers. The great thing about case studies is that they speak for themselves. By highlighting real-world success stories, you can demonstrate the impact of your services without the "hard sell."
Newsletters
Newsletters are a nice way to showcase how your products and services can help, but they should only be sent to subscribers who have opted in.
Whitepapers and ebooks
Both of these can offer deeper insights into industry challenges and solutions. And, whitepapers can help position your brand as a trusted authority in your industry.
Comparison Guides
Comparison guides are the perfect way to demonstrate how your solutions stack up against competitors. According to HubSpot, "When someone’s weighing options, good comparison guides can be the difference between them choosing you or clicking away.”
Content for the Decision Stage
As consumers approach the final decision, your content should aim to reassure them of their choice without being too pushy.
Great content choices for the decision stage include:
Live Demos
According to Forbes, “live demos confirm the service’s usefulness and motivate the customer to purchase.”
Free Trials
Free trials allow prospects to experience your product firsthand so they can see the value of your products and/or services.
Free Consultations
Sometimes, even when in the decision stage, the customer is still hesitant to fully commit to making the purchase. By offering a consultation, you give them a chance to talk to a real person. And, HubSpot finds that “free consultations build trust and create a natural next step for buyers who still have questions.”
Promotional Offers
Who doesn’t love a good promotion? According to HubSpot, promos and “coupons appeal to a fear of missing out (FOMO) mindset.”
Customer Testimonials and Reviews
Nothing builds trust faster than a happy customer. Testimonials and reviews are powerful because they offer an honest, outside perspective on your products and services. Plus, they provide social proof that your company is the best option.
The Bottom Line
When you create targeted content for each stage of the buyer’s journey, it becomes more valuable. Content that meets your leads where they are can not only capture their attention, but it can also nurture them towards making a purchase.
Map the Buyer’s Journey with Smart Content
Deliver the right content at the right stage.
EmoryDay Can Create Content for Every Stage of the Buyer’s Journey
At EmoryDay, we help businesses create content strategies that will nurture leads at every stage of the buyer’s journey. Not only can we help you plan the perfect content for each stage, but we also have a talented team of content writers ready to do the heavy lifting for you.
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If you have any questions about our digital marketing services, just fill out our contact form or give us a call at (888) 494-3810.
Resources
https://blog.hubspot.com/marketing/content-for-every-funnel-stage#creating-content-for-each-stage
https://books.forbes.com/blog/creating-content-buyers-journey-stages/
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