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

@CHRISLEMA

@CHRISLEMA The way we see
things… WANT BUY

@CHRISLEMA

@CHRISLEMA

@CHRISLEMA

@CHRISLEMA
Sometimeswedon’t
evenknowwhatterms
tousewhensearching.

@CHRISLEMA

@CHRISLEMA

@CHRISLEMA
Itcanbearidiculous
amountofworkjust
tonameoursolution.

@CHRISLEMA

@CHRISLEMA

@CHRISLEMA

@CHRISLEMA
Aswegeteducated,we
learnwhatoptionswe
actuallyhaveavailable.

@CHRISLEMA

@CHRISLEMA
Wealsoneedtobeable
toaddressourspecific
contextandneeds.

@CHRISLEMA

@CHRISLEMA
It’sadifferentiated
solutionthatwill
normallywinthegame.

@CHRISLEMA

@CHRISLEMA
OnlyafterI’mdonewith
mybuyer’sjourneywillI
makeapurchase.

@CHRISLEMA 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 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

STOP PUSHING FOR THE CLOSE.
EMBRACE THE BUYER’S JOURNEY. CREATE A VARIETYOF CONTENT. @CHRISLEMA

CHRIS LEMA
CHRISLEMA.COM
@CHRISLEMA