Digital marketing is robust with tactics, but blogging is one that delivers results at every stage of the buyer’s journey. Blogging isn’t about publishing for the sake of traffic. When built with purpose, it becomes a scalable tool that attracts, educates, nurtures, and converts.
At Stream Companies, we’ve helped national brands, local dealerships, and growing eCommerce teams build blog strategies that drive real revenue. Here’s how blog content aligns with each stage of the buyer’s journey.
What Are the Stages of the Buyer’s Journey?
The buyer’s journey is the path someone takes from realizing they have a problem to selecting a solution. It typically includes three main phases:
Awareness Stage
At this stage, the buyer has just recognized a problem or need. They aren’t looking for a product quite yet. They’re looking for answers, clarity, or a better understanding of what’s wrong. Your goal here is to educate and earn trust early.
Consideration Stage
Now the buyer is actively researching solutions. They’re comparing products, reading reviews, and narrowing down their options. This is your opportunity to demonstrate expertise and show what sets you apart.
Decision or Action Stage
In the final stage, the buyer is ready to make a choice. They’re looking for reassurance, a clear next step, and confirmation that your solution is the right one. Strong content here removes doubt and helps them feel confident in converting.
Blog Strategy for the Awareness Stage
Remember, at the top of the funnel, buyers aren’t shopping yet. They’re searching. Maybe their website isn’t converting, their ads aren’t working, or their sales pipeline has stalled. They’ll likely type a question into Google and look for answers.
Your blogs at this stage need to show up with honest, helpful content. That’s how you earn attention and trust before your competitors are even on the radar.
What Early-Stage Readers Want:
- Clear explanations of the problem
- Educational advice or options
- Reassurance that they’re not alone
According to BrightEdge, 53% of all website traffic comes from organic search.* If your blog answers common questions in your niche, it becomes a key entry point for your brand.
Blog Formats That Work:
- Problem posts – “Why Your Website Isn’t Converting Visitors”
- Listicles – “5 Signs You’ve Outgrown Your CRM”
- How-to articles – “How to Build a More Effective Sales Funnel”
- Explainers – “What Is Content Attribution?”
Quick Tip:
Skip the sales pitch. Awareness-stage content should inform, not push. Use simple language, avoid jargon, and link to deeper content if they’re ready to explore.
Blogging During the Consideration Stage
Once readers know who you are, they want to understand how you compare to other providers of the same solution. They’re weighing pros and cons, looking for use cases, and trying to answer the question: Is this the right fit for me?
What Consideration-Stage Readers Want:
- In-depth explanations
- Proof that your method works
- A sense of how your solution compares
This is where your blog content builds authority. You can talk about your services more directly, share data, and introduce customer success stories that speak to real challenges.
Blog Formats That Work:
- Comparison posts – “Marketing Automation vs. Manual Campaigns”
- Customer stories – “How [Client] Increased Leads X% with Our Strategy”
- Deep-dive guides – “The Ultimate Guide to Omnichannel Marketing”
- Expert roundups – “6 Marketing Leaders Share Their Budget Tips”
Decision-Stage Blog Content That Converts
At the bottom of the funnel, your audience is almost ready to buy. They’ve narrowed their list and are looking for final answers before choosing a provider. This is the moment to provide clarity and confidence.
What Decision-Stage Buyers Want:
- Clear next steps
- Reassurance about what to expect
- Validation from others like them
This type of content should answer objections, remove unknowns, and highlight outcomes. A good decision-stage blog isn’t pushy. It’s helpful and direct.
Blog Formats That Work:
Step-by-step guides – “What Happens After You Sign a Marketing Contract?”
Q&A articles – “Is Stream Companies the Right Fit for Your Dealership?”
Checklists – “6 Things to Do Before Launching a Paid Search Campaign”
ROI content – “How to Measure the Real Value of Your Ad Spend”
Quick Tip:
Include a clear CTA inside the blog. Try:
- Download our free checklist
- Book a call with a strategist
- Request a custom proposal
Blogging for Retention and Brand Advocacy
Keeping a current customer takes less time and money than acquiring a new one. After someone becomes a customer, blogging can continue to add value to keep them a fan of your brand. Don’t disappear once the sale closes. Great post-sale content builds loyalty, reduces churn, and drives referrals.
Use blog posts to help customers get more out of your product or service and show them they made the right choice.
What Existing Customers Want:
- Updates and new features
- Examples of continued success
- Tips to improve results
This type of content can also inspire customers to share their experiences or recommend you to peers. When someone feels supported, they’re more likely to advocate for your brand.
Blog Formats That Work:
- Product updates – “New Reporting Dashboard—Here’s What’s Inside”
- Advanced how-to’s – “5 Ways to Optimize Blog Data in Paid Media”
- Client features – “How [Client] Launched in a New Market”
- Forecasts – “What to Expect in Automotive Marketing Next Quarter”
Quick Tip:
Involve your customers. Feature their wins, quote their feedback, or invite them to guest post. Making them part of your content builds stronger relationships.
Build a Blog Strategy That Drives Results
At Stream Companies, our content marketing team builds full-funnel blog strategies designed to support search, sales, and long-term retention. Every blog we write is built on performance metrics.
When we blog for our clients, we focus on:
- SEO-first topics – Based on real search behavior
- Unique, persona-driven writing – Tailored to each stage of the funnel
- Cross-channel integration – Amplified across all tactics
Our in-house SEO strategists and content specialists work hand-in-hand to ensure every blog supports both brand and performance goals. And because we track performance over time, we’re constantly optimizing based on what your audience is responding to.
Ready to turn your blog into a revenue driver? Contact Stream Companies today.
*Source: BrightEdge