Content Marketing: How to Write Buyer Journey Optimized Content?

by | Oct 12, 2020 | Content Marketing

BULLET POINTS

Content Marketing: How to Write Buyer Journey Optimized Content?

Business success is dependent on the strength of your content strategy. The better the Content Strategy you will make, the better the result you will gain.

We notice that competition is continuously growing and the winner will be only those who will create effective buyer journey content.

For a successful business, I emphasize you to learn:

“How to deliver the right content at the right time to the right people”

Well, the final goal of every business is although to generate sales. But, this process has some steps or funnels. These funnels are known as Buyer Journey. Let’s go to detail to understand it in a better way.

 

What is Buyer Journey?

A buyer journey is a process in which a person goes through the steps (usually known as funnels) of awareness, consideration, or understanding the problem and finally making a decision or simply purchasing the product.

For more simplification, this definition can be broken down into three steps:

Awareness – Process in which you as a content marketer have to give awareness about the buyers’ problem and its solution

Consideration – A process in which the buyer knows his problem and the solution as well. But, he is still not ready to make a purchase. In this process, the buyer usually compares the same product or service by several companies.

Decision – This is the action of the buyer in which he/she finally becomes your customer.

Stay Connected (Bonus Point) – This is one of the major mistakes by content marketers. They keep focusing on new customers and forget about the existing ones, those who are their real brand ambassadors. Keep them attached with surveys, email campaigns, promo codes of the latest products, etc.

Now you have a clear idea about the buyer journey. Let’s take about the three funnels in detail.

Buyer Journey Content Funnels

The buyer journey has three funnels known as TOFU, MOFU, and BOFU. Every funnel is equally important in a strong content marketing strategy.

Let’s explore each funnel to understand it’s worth and marketing strategies.

1. Top of the Funnel (TOFU)

This is the very first step of the process in which content marketers have to give awareness.

We usually count two types of buyers in this category. First, who knows their problem, and searching for a solution either by using a search engine or other sources.

Second, they are facing a problem but do not know that its solution exists. These types of persons are very rare. Display advertising can be helpful to reach all those buyers who are currently not searching for the solution.

Importance of TOFU

See some historical stats of buyers’ behavior on top of the funnel.

  • In 2017, 83% of B2B buyers used digital channels even at the last stage of the buying journey.
  • In 2018, 87% of people used to find content via search engines.
  • In 2018, around 88% of people read business-related content at least once a week.

These stats prove that TOFU is a very important part of the business. If your content marketing strategy can engage the readers than you can also convert them into buyers.

 

2.Middle of the Funnel (MOFU)

You have successfully told buyers about your products or services. Now, this is the 2nd funnel where buyers start to engage with the product.

At this stage, users look for expert advice, comparison articles, and finally move toward the third funnel.

Importance of MOFU

Like TOFU, MOFU is also an important step for content marketers. Here is the historical data of buyers’ consideration.

  • In 2018, 41% of users were used to start to chat with business executives before making a purchase.
  • In 2018, 85% of B2B buyers use LinkedIn to share and discuss business content.

We can easily conclude that webinars, comparison articles, guides, and live chats are another import part to win the 2nd funnel.

I learned only one thing from MOFU that your attention is necessary for readers’ attraction and convert them into buyers.

 

3.    Bottom of the Funnel (BOFU)

This is the final stage where a person is ready to become your buyer. You have to ensure that he is taking the right decision.

At this stage, a person will look for reviews, features, value for money, and, trial.

Importance of BOFU

A person has known his problem and solution, now he is ready to purchase. But the problem is, now he will compare the products of multiple companies. Are you sure that he will pick your product?

To make sure that you are not going to lose him, offer all the necessary features and a trail that will super effective.

Below is the historical data of users’ behavior in this funnel:

  • According to 2017 stats, 92% of users buy a product after reading trusted reviews and testimonials.
  • According to 2018 stats, 73% of buyers buy a product due to content marketing

How to Relate Content with Buyer Journey?

Successful content is that which follows the funnels of the buyer journey. Every content type has different benefits on this journey. Let’s discuss one by one.

Types of TOFU Content for Buyer Journey

As you see above that during this period buyer is only searching for the solution so, your goal should be to provide him with better information.

Additionally, the above stats showed that in 2018 87% of users find the content via search engine so, SEO of content is also very important.

Below are the TOFU content types to initiate a successful buyer journey:

  • Blog Posts
  • eBooks
  • Infographics
  • Social Posts

Types of MOFU Content for Buyer Journey

After finding the solution to the problem, now the user knows what the solution is. He will look for products and compare them.

Your goal is to tell him that your product is better than others. For this purpose, the following types of content are useful.

  • Your comparison with competitors
  • Case studies
  • Expert guides
  • Product videos

Types of BOFU Content for Buyer Journey

This is the last but not the least funnel. A weak content strategy in this funnel can take your buyer away from you.

The following are the actions that successful companies are applied since the time.

  • Reviews & Testimonials
  • Extra features
  • Weekly or Monthly Trial
  • Discount offers

Conclusion

I am sure that you have understood all about a successful buyer journey. Spend time and ask yourself either your business is according to these funnels or something is missing.

You are welcomed to comment below if you have any questions in your mind.