Mapping Content for Each Stage in the Buyer's Journey
30 essential questions to ask when creating content that guides prospects from awareness to decision.
Awareness Stage
What problem is my prospect experiencing?
How aware are they of the problem?
What triggers them to start looking for a solution?
What questions are they asking at this stage?
Where do they go to find information?
What type of content resonates best?
What keywords would they search for?
What pain points can we address?
How can we establish thought leadership?
What educational resources can we provide?
Consideration Stage
What solutions are they evaluating?
How do they compare different options?
What criteria matter most to them?
What objections or concerns do they have?
Who else is involved in the decision?
What case studies would resonate?
What ROI metrics matter to them?
How long is their typical evaluation period?
What competitors are they considering?
What content helps them narrow their options?
Decision Stage
What final concerns need to be addressed?
What proof points clinch the deal?
Who needs to sign off on the purchase?
What risk factors worry them most?
How important is pricing transparency?
What onboarding expectations do they have?
What guarantees or warranties matter?
How do they want to engage with sales?
What timeline pressures exist?
What post-purchase support do they expect?