The buyer’s journey is the process audience members go through to purchase a new product or service. Great content is the magnet that captures and engages prospects in the stages within the journey. What’s important to understand is that the buyer’s journey, when used correctly, can help a brand to humanize. Even with all the new technologies, when a brand strategically uses content according to the buyer’s journey, they will create an experience for their audience.

A brand’s journey should use qualitative and quantitative data, identifying touchpoints to create a seamless and frictionless experience. Qualitative includes the research from customer interviews and analyst reports. It should help you to uncover pain points and rationalization. Quantitative data is from analytics platforms.

The buyer’s journey should be included within the modern-day funnel, which is a visual representation of the stages within the funnel. Today, an audience member can enter the funnel at any stage because of search engine optimization, which is why a website must be designed according to the funnel. The funnel includes a flywheel approach after a lead becomes a customer. Engagement really begins at the attraction stage, thus creating a circle or flywheel, such as the dotted line in the below visual.

Marketing Funnel


Many marketers don’t understand the stages and how to create content to where their audience is at in the funnel. They also don’t understand how data relates to it. The modern-day funnel includes omni-channel marketing. Without context, the content being created for the stages means nothing.

The way marketers gain their audience’s attention is by offering information people value in key moments. Relevancy isn’t a new concept. Being relevant in the moment is a new concept. In order to provide a good omni-channel experience, marketers must understand their audience and the buyer’s journey.

Marketing technology is more confusing than ever, which is why having artificial intelligence and automation is a plus. All the technology and marketing processes must work together to create a quality marketing campaign. Audience behavior is the massive push behind omni-channel marketing for brands, which is why data needs to be all-encompassing.

Creative quality is the use of creative problem solving to produce marketing campaigns. Brands must make use of research to drive innovation without getting stuck in the planning process. Marketers must adopt an agile mindset for the process of problem solving. For more information about how to leverage creativity into marketing, download the free e-book below.