{"id":138209,"date":"2022-02-02T19:50:08","date_gmt":"2022-02-03T00:50:08","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=138209"},"modified":"2024-02-29T02:57:53","modified_gmt":"2024-02-29T07:57:53","slug":"buyers-journey","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/buyers-journey\/","title":{"rendered":"What Is the Buyer\u2019s Journey? How to Create Content for Every&nbsp;Stage"},"content":{"rendered":"\n<div class=\"intro-txt\">People rarely just search for whatever you sell, click on your website, and buy right&nbsp;away.<\/div>\n\n\n\n<p>In fact, <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/the-changing-face-b2b-marketing\/\">71% of them<\/a>&nbsp;start their research with a generic search. They\u2019re reading blog posts, watching videos, consuming reviews, asking their friends, participating in communities\u2014before they even begin to consider your product.<\/p>\n\n\n\n<p>So unless you\u2019re <a href=\"https:\/\/ahrefs.com\/blog\/content-creation\/\">creating content<\/a>&nbsp;that buyers are searching for early on, it\u2019s likely that you\u2019re not <strong>even<\/strong>&nbsp;going to be in the consideration set. But if you can appear in the early stages of the buyer\u2019s journey, you get the opportunity to educate them and influence their decision-making.<\/p>\n\n\n\n<p>In this post, you\u2019ll learn the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-what-is-buyer%E2%80%99s-journey\">What is the buyer\u2019s journey?<\/a><\/li>\n<li><a href=\"#2-buyer%E2%80%99s-journey-stages\">What are the stages of the buyer\u2019s journey?<\/a><\/li>\n<li><a href=\"#3-how-to-create-content-for-buyer%E2%80%99s-journey\">How to create content for the buyer\u2019s journey<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is the buyer\u2019s journey?\" data-section=\"1-what-is-buyer\u2019s-journey\">\n\n\n\n<h2 class=\"wp-block-heading\">What is the buyer\u2019s journey?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The buyer\u2019s journey is the process a person goes through before making a purchase.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What are the stages of the buyer\u2019s journey?\" data-section=\"2-buyer\u2019s-journey-stages\">\n\n\n\n<h2 class=\"wp-block-heading\">What are the stages of the buyer\u2019s journey?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>There are three stages:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>&nbsp;\u2013 The buyer realizes they have a problem. They want to understand more about&nbsp;it.<\/li>\n<li><strong>Consideration<\/strong>&nbsp;\u2013 The buyer is looking for and comparing potential solutions to their problem.<\/li>\n<li><strong>Decision<\/strong>&nbsp;\u2013 The buyer purchases a solution.<\/li>\n<\/ol>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/1-buyers-journey.jpg\" alt=\"Infographic of 3 stages of buyer's journey: awareness, consideration, and decision  \"><\/figure>\n<\/div>\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create content for the buyer\u2019s journey\" data-section=\"3-how-to-create-content-for-buyer\u2019s-journey\">\n\n\n\n<h2 class=\"wp-block-heading\">How to create content for the buyer\u2019s journey<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The purpose of understanding the buyer\u2019s journey is to create content for each&nbsp;stage.<\/p>\n\n\n\n<p>Let\u2019s look at how to do&nbsp;that.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1. Create buyer persona(s)<\/h3>\n\n\n\n<p>A buyer persona is a \u201cfictional person\u201d you create who represents the common characteristics of your customer. Knowing what they\u2019re looking for will help you create the right kind of content.<\/p>\n\n\n\n<p>Creating a buyer persona is <strong>not<\/strong>&nbsp;a thought exercise. Unfortunately, many companies treat it as such. They identify personas based on imagination, fill up a document, and tuck it in the recesses of a Google Drive somewhere, never to be seen&nbsp;again.<\/p>\n\n\n\n<p><strong>Buyer personas need to be based on real-world evidence.<\/strong>&nbsp;So rather than sitting in a meeting room and conjuring them up, we need to get outside.<\/p>\n\n\n\n<p>Here\u2019s the three-step process content marketer <a href=\"https:\/\/twitter.com\/AdrienneNakohl\">Adrienne Barnes<\/a>&nbsp;recommends:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Get to know your customers <\/strong>\u2013&nbsp;Find your best customers and call them. These are the customers who knew immediately how your product worked or have been using your product without any complaints. Ask them questions about your product, what they like\/dislike, the problems they have, their responsibilities, and so on. (Alternatively, you can survey them.)<\/li>\n<li><strong>Organize the data <\/strong>\u2013&nbsp;Look for patterns among the responses. You\u2019re looking out for commonly repeated phrases, words, and remarks.<\/li>\n<li><strong>Segment the audience <\/strong>\u2013&nbsp;From the patterns you\u2019ve gathered, you should start to see some specific audiences popping out of the data. These will be your buyer personas.<\/li>\n<\/ol>\n\n\n\n<p><strong>Recommended reading:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-buyer-persona\/\">How to Create a Buyer Persona for Your Business<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2. Find topics that match each stage of the buyer\u2019s journey<\/h3>\n\n\n\n<p>Let\u2019s illustrate this step via an example. We\u2019ll use Billy Blogger as our buyer persona. Billy wants to build a revenue-generating blog so that he can quit his full-time job.<\/p>\n\n\n\n<p>We\u2019ll start by considering Billy\u2019s potential journey, constructed from customer feedback and&nbsp;data:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138225\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-billy-bloggers-journey.png\" alt=\"Timeline showing potential buyer's journey of Billy. Based on the 3 aforementioned stages \" width=\"2700\" height=\"1835\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-billy-bloggers-journey.png 2700w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-billy-bloggers-journey-625x425.png 625w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-billy-bloggers-journey-768x522.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-billy-bloggers-journey-1536x1044.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-billy-bloggers-journey-2048x1392.png 2048w\" sizes=\"auto, (max-width: 2700px) 100vw, 2700px\"><\/p>\n\n\n\n\n\n\n\n<h4 class=\"wp-block-heading\">Awareness<\/h4>\n\n\n\n<p>In this stage, Billy realizes he has a problem: His site is not getting enough traffic. So he searches for ways to get more traffic to his site. He learns about the various traffic acquisition methods and decides that SEO could be the solution to his problem. He begins researching and learning more about&nbsp;SEO.<\/p>\n\n\n\n<p>So, if we\u2019re creating content for this stage, we\u2019re actually looking for topics related to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog traffic<\/li>\n<li>Website traffic<\/li>\n<li>SEO<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s how to find more relevant topics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter those&nbsp;terms<\/li>\n<li>Go to the <strong>Matching terms<\/strong>&nbsp;report<\/li>\n<\/ol>\n\n\n\n<p>Since the \u201cAwareness stage\u201d keywords&nbsp;are mostly informational, we\u2019ll switch the toggle to <strong>Questions<\/strong>.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/3-matching-terms-keyword-ideas.jpg\" alt=\"Matching terms report results \"><\/figure>\n<\/div>\n\n\n<p>To find more keywords, add informational modifiers (e.g., tips, learn, resource, guide, examples, ideas)&nbsp;in the <strong>Include <\/strong>box.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/4-awareness-keywords.jpg\" alt=\"Dropdown text field to add informational modifiers in Matching terms report\"><\/figure>\n<\/div>\n\n\n<p>There are over 30,000 keywords, and not all of them are going to align with our buyer persona. So we\u2019ll look through the list and pick out those keywords that are relevant.<\/p>\n\n\n\n<p>For example, the topic \u201chow to drive traffic to your website\u201d is likely a topic Billy is searching for at this stage. And we\u2019ve targeted that topic with <a href=\"https:\/\/ahrefs.com\/blog\/how-to-drive-traffic-to-your-website\/\">a blog post<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Consideration<\/h4>\n\n\n\n<p>In this stage, Billy realizes he needs a tool to do SEO. He begins looking for the type of tools that are available. As he encounters each product, he makes comparisons (e.g., reads reviews). If there are free versions, he\u2019ll test the different tools&nbsp;out.<\/p>\n\n\n\n<p>If we\u2019re creating content for this stage, we\u2019re actually looking for topics related to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SEO tools.<\/li>\n<li>Tools for each aspect of SEO (e.g., keyword research tools, link building tools).<\/li>\n<li>Free versions of tools (e.g., free backlink checker).<\/li>\n<li>Our brand&nbsp;name.<\/li>\n<li>Our competitors\u2019 brand&nbsp;names.<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s how to find relevant topics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter terms like \u201cseo tools,\u201d \u201cahrefs,\u201d or \u201cmoz\u201d<\/li>\n<li>Go to the <strong>Matching terms<\/strong>&nbsp;report<\/li>\n<li>In the <strong>Include <\/strong>box, add comparison modifiers (e.g., vs, versus, best, top, review, reviews)<\/li>\n<\/ol>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/5-consideration-keywords.jpg\" alt=\"Dropdown text field to add comparison modifiers in Matching terms report \"><\/figure>\n<\/div>\n\n\n<p>We\u2019ll look through the list and pick out the topics that are relevant. For example, we can see from the list that potential customers are comparing our toolset with our competitors\u2019 (e.g.,&nbsp;ahrefs vs semrush). Thus, we decided to create a <a href=\"https:\/\/ahrefs.com\/vs\">comparison page<\/a>&nbsp;that addresses all of these topics.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Decision<\/h4>\n\n\n\n<p>In this stage, Billy is close to buying. He\u2019s eyeing our tool, looking at the list of features, hesitating on pricing, and taking our toolset for a&nbsp;spin.<\/p>\n\n\n\n<p>If we\u2019re creating content for this stage, we\u2019re actually looking for topics related to our&nbsp;brand.<\/p>\n\n\n\n<p>To do this, simply enter the brand name into <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;and eyeball the&nbsp;list.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/6-decision-keywords.jpg\" alt=\"Matching terms report results \"><\/figure>\n<\/div>\n\n\n<p>Now, if you\u2019re a small brand, you may not find many keywords for your brand name. If so, take a look at your Google Search Console data for the things people are searching for that relate to your&nbsp;brand.<\/p>\n\n\n\n<p>Finally, in this stage, people won\u2019t always be using search engines to find the information they need. After all, they\u2019ve likely decided on your brand and may simply be looking for that information on your website. Rather than focus too much on the keywords they\u2019re searching for, look internally.<\/p>\n\n\n\n<p>Scan your internal site search data, talk to your customer support and sales teams, and so on. Figure out what is holding the buyers back from clicking \u201cbuy\u201d on your website. That is the content you need to create.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">\u201dIMPORTANT\u201d<\/div><div class=\"recommendation-content\">\n\n\n\n<p>While the process is pretty straightforward, using modifiers will usually leave many keywords on the table. Thus, it\u2019s a good idea to look through keyword ideas that don\u2019t contain any modifiers and consider whether they\u2019re worth targeting.<\/p>\n\n\n\n<p>You can do this by looking through the reports without using any modifiers.<\/p>\n\n\n\n<p>For example, doing this shows us a few topics that we could potentially target, such as \u201cseo course\u201d and \u201cseo checklist\u201d\u2014both of which do not contain any modifiers we\u2019ve used thus&nbsp;far.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/7-keywords-no-modifiers.png\" alt=\"List of keywords \"><\/figure>\n<\/div>\n\n\n<\/div><\/div>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3. Create content for each&nbsp;stage<\/h3>\n\n\n\n<p>Now that you have the topics for each stage of the buyer\u2019s journey, it\u2019s time to create content for&nbsp;them.<\/p>\n\n\n\n<p>It is likely you\u2019ll have to create different types of content for the different stages. For example, in the Awareness stage, buyers are looking for information, e.g., blog posts, videos, etc. Whereas for the Consideration stage, buyers are comparing, so they may be looking for category pages or comparison pages.<\/p>\n\n\n\n<p>The easiest way to figure out what kind of content you should create is to analyze the top-ranking pages for the three Cs of search intent.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">1. Content type<\/h4>\n\n\n\n<p>Content types usually fall into one of five buckets: blog post, product, category, landing page, or video. For example, all the top-ranking pages for \u201chow to increase blog traffic\u201d are blog&nbsp;posts.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/8-content-type.jpg\" alt=\"Google SERP of &quot;how to increase blog traffic&quot;\"><\/figure>\n<\/div>\n\n\n<p>Whereas for \u201cbacklink checker,\u201d they\u2019re all landing pages.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/9-content-type-2.jpg\" alt=\"Google SERP of &quot;backlink checker&quot;\"><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\">2. Content format<\/h4>\n\n\n\n<p>This mostly applies to blog posts, which are usually how-tos, listicles, news articles, opinion pieces, or reviews. For example, the top-ranking results for \u201clink building\u201d are mostly guides:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/10-content-format.jpg\" alt=\"Google SERP of &quot;link building&quot; \"><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\">3. Content angle<\/h4>\n\n\n\n<p>This refers to the main selling point of the content. For example, people searching for \u201cbest SEO tools\u201d want the results to be&nbsp;fresh:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138221\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-content-angle-1.png\" alt=\"Google SERP of &quot;best seo tools&quot;\" width=\"1418\" height=\"1300\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-content-angle-1.png 1418w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-content-angle-1-464x425.png 464w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-content-angle-1-768x704.png 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/p>\n\n\n\n\n\n\n\n<h3 class=\"wp-block-heading\">Step 4. Add appropriate calls to action for each piece of content<\/h3>\n\n\n\n<p>If you\u2019re creating \u201cAwareness stage\u201d content, it\u2019s not useful to try and sell your product right away. After all, the buyer has only just discovered their problem and is at the stage of researching.<\/p>\n\n\n\n<p>Instead, you should add calls to action (CTAs) that are appropriate for the next stage. (In this case, it\u2019s Consideration.)<\/p>\n\n\n\n<p>So, for example, rather than promote our pricing page to someone who\u2019s just learning SEO, we can introduce <a href=\"https:\/\/ahrefs.com\/free-seo-tools\">our suite of free tools<\/a>&nbsp;instead. That way, potential customers can get acquainted with what we do and how our tools work. Alternatively, we can encourage them to sign up for our newsletter to learn more about&nbsp;SEO.<\/p>\n\n\n\n<p>If your content is for the Consideration stage, you may want to link to your trial or collect potential customers\u2019 contact information so that your sales team can reach&nbsp;out.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>While it may be presented as a linear stage model, the buyer\u2019s journey never really works that way in real&nbsp;life.<\/p>\n\n\n\n<p>Just think about your own behavior. Do you follow such a clean linear progression when buying something? Unless it\u2019s an impulse buy, probably not. You probably bounce around each stage as you research, go about your day, hesitate, try stuff out, forget about it, research some more,&nbsp;etc.<\/p>\n\n\n\n<p>While this model does ensure you\u2019re creating content for each stage so that potential buyers can discover you, bear in mind that it is <strong>not <\/strong>perfect.<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In fact, 71% of them&nbsp;start their research with a generic search. They\u2019re reading blog posts, watching videos, consuming reviews, asking their friends, participating in communities\u2014before they even begin to consider your product. So unless you\u2019re creating content&nbsp;that buyers are<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":138270,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-138209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is the Buyer&#039;s Journey? How to Create Content for Every Stage<\/title>\n<meta name=\"description\" content=\"If you appear in the early stages of the buyer\u2019s journey, you get the opportunity to educate the buyer and influence their decision-making.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is the Buyer&#039;s Journey? 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