The Buyer's Journey - by Chris Lema

B1

B3

A1

A2

D2

D1

GOAL

RouteD

RouteB

RouteA

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The Buyer’s Journey A Content Strategy for Your Blog or Business site

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The way we see things…

WANT BUY

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Sometimes we don’t even know what terms to use when searching.

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It can be a ridiculous amount of work just to name our solution.

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As we get educated, we learn what options we actually have available.

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We also need to be able to address our specific context and needs.

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It’s a differentiatedsolution that will normally win the game.

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Only after I’m done with my buyer’s journey will I make a purchase.

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The way things really are…

DISCOVERY CONSIDERATION DECISION

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

CONTENT TYPES

• CHECKLISTS• STORIES• Q&A

• MAPS• LISTS• HOW TO

• TUTORIALS• WHITE PAPERS• COMPARISONS

• OPINIONS• BEST OF• GUIDES

• CASE STUDIES• BUYER’S GUIDE• HEAD TO HEAD

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STOP PUSHING FOR THE CLOSE.

EMBRACE THE BUYER’S JOURNEY.

CREATE A VARIETY OF CONTENT.

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CHRIS LEMA

CHRISLEMA.COM

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