Created by:
Customer Marketing Alliance
What is the content for each stage of the buyer's journey template?
This template is a reference guide that maps content formats to the three stages of the buyer's journey, so you know which asset does which job and stop producing content that lands at the wrong moment.
It sets out what prospects need at each stage, then explains fourteen content formats and where each one earns its place. Useful whether you're auditing what you already have or filling gaps in a content plan.
What's inside the template?
A stage-mapping table followed by a breakdown of fourteen formats:
- The three stages at a glance: what prospects need and how to provide it
- Awareness content: articles, whitepapers, eBooks, podcasts, social posts
- Consideration content: online demos, product brochures, downloadable guides, webinars, explainer videos
- Decision content: case studies, FAQs, reviews and testimonials, free trials
How to use the template
Start with the summary table and audit what you already have against it. Use the format breakdown to fill the thinnest stage first rather than producing more of what you're already good at. The stage a piece of content serves should be a decision you make before you brief it, not something you work out afterwards.
Download your content for each stage of the buyer's journey template
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