The reality for companies that are trying to figure out their blogging or content strategy is that there's a lot of content to write beyond just the "buy now" page.

1. B1A1
A2
D2
D1
GOAL
Route D
Route B
Route A
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The Buyer’s Journey
A Content Strategy forYour Blog or Business site

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The way we see things…
WANT BUY

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Sometimeswedon’t
evenknowwhatterms
tousewhensearching.

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Itcanbearidiculous
amountofworkjust
tonameoursolution.

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Aswegeteducated,we
learnwhatoptionswe
actuallyhaveavailable.

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Wealsoneedtobeable
toaddressourspecific
contextandneeds.

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It’sadifferentiated
solutionthatwill
normallywinthegame.

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OnlyafterI’mdonewith
mybuyer’sjourneywillI
makeapurchase.

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The way things really are…
DISCOVERY CONSIDERATION DECISION

22. UNAWARE
PROBLEM
AWARE
SOLUTION
AWARE
PRODUCT
AWARE
FULLY
AWARE
DISCOVERY CONSIDERATION DECISION
DEVELOP PROBLEM
VOCABULARY
DEVELOP
SOLUTION
VOCABULARY
ARTICULATE
AVAILABLE
OPTIONS
MATCH VALUES
& NEEDS
DIFFERENTIATE
YOUR
SOLUTION
CONTENTTYPES
• CHECKLISTS
• STORIES
• Q&A
• MAPS
• LISTS
• HOWTO
• TUTORIALS
• WHITE PAPERS
• COMPARISONS
• OPINIONS
• BEST OF
• GUIDES
• CASE STUDIES
• BUYER’S GUIDE
• HEAD TO HEAD
@CHRISLEMA

23. STOP PUSHING FOR THE CLOSE.
EMBRACE THE BUYER’S JOURNEY.
CREATE A VARIETYOF CONTENT.
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24. CHRIS LEMA
CHRISLEMA.COM
@CHRISLEMA