The 3-Step Viewer to Buyer Journey

Read Time: 3 Minutes 51 Seconds

Hey there,

In today's edition:

• The blueprint for content at each funnel stage

• 8 formats to convert viewers into buyers

• Real examples from brands who've mastered this approach

Let's be honest.

Most brands struggle with content marketing for one simple reason:

They create content that they want to make, not content their audience needs to see.

According to this study by IAB & Talk Shoppe:

That’s the disconnect.

The most successful brands understand that different audiences need different content depending on where they are in their buying journey.

The 3-Step Viewer to Buyer Journey

Before diving into specific content formats, you need to understand the three stages your customers move through:

1. Awareness: "I have a problem or desire in general, but I'm not looking for solutions yet."

2. Consideration: "I'm actively evaluating solutions to my problem."

3. Decision: "I'm ready to make a purchase."

Step 1: Capture Attention with Relatability

Ok, we’re at the top of the content marketing funnel.

This video here doesn’t mention the product’s features, why it’s different, or why you should buy…

It does this instead:

trufru

View more on Instagram

Speaking of making relatable videos…

Tru Fru has done the exact thing it’s needed to propel its brand to 200k+ followers.

They didn't just focus on their unique selling points.

They focused on relatability.

Here are some more winning top-of-funnel formats:

1. Aspirational Content

Speak directly to your target user's thoughts and dreams.

This video by travel app @tripbff is so simple but speaks directly to its target user’s thoughts and dreams.

2. Community-Focused Content

Show it's about more than just the product—it's about belonging.

@rawdawgrunclub shows it’s more than just running, it’s community.

3. Relatable Questions with Humor

Start with questions your audience is already asking themselves.

@fugazi starts with a deeply relatable question & funny sarcasm.

Step 2: Deepen the Relationship

Once you've captured attention,

your goal is to build trust and position yourself as the solution.

But how do you achieve that? Here are a few options:

• Connect problems to your solutions

• Show expertise

• Share your story and what happens behind the scenes

Here are some winning middle-of-funnel formats:

1. Problem-Solution

Position your product as the answer to a specific pain point.

@dupe_com does that perfectly here by exposing overpriced furniture and positioning itself as the solution.

2. BTS Storytelling

Share the BTS of what it’s like building this brand.

This video by @couchwoman highlights that exclusive insider look as a founder.

3. Educational Content

Create valuable content that helps to demystify your product.

Ok, check this one out. No words, all visuals:

@notion

Hands off @mertra’s new puffer, it’s ours! @ashbeck fronts the brand’s latest campaign, which features this heat reactive puffer, releasi... See more

Cool, right?

Step 3: Convert Interest into Action

The bottom of the funnel is where interested prospects transform into paying customers.

Your audience at this stage is ready to make a decision—

they're just looking for that final push to commit.

The most effective bottom-funnel content…

• Showcases concrete results and benefits

• Create a sense of urgency or exclusivity

• Use social proof to validate the decision

Here are some winning bottom-of-funnel formats:

1. Product Demos

Reveal your product, highlighting key benefits.

See how @brunocasanovas does it here as founder of @nudeproject:

brunocasanovas

View more on Instagram

2. Limited-Time Offers

Create urgency with special offers that have a clear expiration, but do it artfully.

@Trikko creates limited-edition apparel drops, generating exclusivity that drives immediate purchasing decisions.

And there you have it!

The complete breakdown for creating strategic content that meets your audience exactly where they are—from first discovery all the way to purchase.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Ryan & Thomas