How to Create Social Media Content for Every Stage of the Buyer Journey

Want to know how to create social media content for every stage of the buyer journey? ​​If you are creating social media content for a business it is vital to keep the buyer journey in mind. You aren’t posting on social media for fun. You are doing it for a reason and it’s vital to keep that reason in mind. Depending on what other marketing channels and / or platforms you are using it might be you are trying to use social media to take people part or the whole way through the buyer journey. Keep on reading to find out how to create social media content for every stage of the buyer journey.

 

 

This page may include affiliate links, which means that if you choose to make a purchase, I may earn a commission. This commission comes at no additional cost to you. The content of CharelleGriffith.com is for informational and educational purposes and should not be construed as financial advice.

HOW TO CREATE SOCIAL MEDIA CONTENT FOR EVERY STAGE OF THE BUYER JOURNEY

 

Social media and the buyer journey

 

Lots of business owners get frustrated with social media, but rarely have sat down to think about how they are using social media in relation to the buyer journey. To get the most out of social media marketing you have to understand what purpose you are using social media for and where it fits in your buyer journey.

 

If you aren’t familiar with the term buyer journey, also referred to as a customer or client journey, this is the journey that someone goes on in order to make a sale from you. Depending on what business or marketing person you listen to the way the buyer journey is described might differ. Some people versions are:

 

Awareness, Interest, Desire, Action (This is what I learnt when studying marketing with the Chartered Institute of Marketing

 

• Awareness, Consideration, Decision.
• Awareness, Nurture, Conversion.
• Awareness, Engagement, Conversion. 

For the purpose of this blog post, I’ll be using Awareness, Engagement and Conversion. But don’t worry too much about the acronyms because, in essence, they are all talking about the same thing. You have to think about how you first make someone aware of your business, you then need to have further interactions with that person where they get to understand more about your business and what you offer, and then you have to do something to close the sale.

 

To get the most out of your social media marketing you need to understand where social media is sitting within your buyer journey.

You might be using social media for one stage or all three stages of the buyer journey, but understanding what purpose(s) you are usig social media for is key. The content you make for awareness is very different to the content you make for conversion.

 

Before you make any more social media content, you need to map out the possible buyer journeys that already exist for your business.

 

Here are some examples of buyer journeys in my business

 

• SEARCH > BLOG POST > EMAIL > SALES PAGE
• SPEAKING ON STAGE > EMAIL > SALES PAGE
• SPEAKING ON STAGE > SOCIAL > SALES CALL
• SOCIAL > TRAINING > SALES PAGE
• GUEST PODCAST > SOCIAL > SALES PAGE 

By mapping out your buyer journeys you should start to see where social sits in your buyer journey, so you can then focus on creating the right type of content for that stage in the buyer journey.

 

GET A PERSONALISED MULTI-CHANNEL MARKETING STRATEGY If trying to map out your buyer journey made you realised you don’t have a clear multi-channel marketing strategy don’t worry I’m here to help.   As a generalist marketer, who specialises in helping micro business owners, I’m used to create marketing strategies across multi-channels. I’ll help you to get clear on what channels you need and how they should be all working together to maximise sales based on the resources (time, money and skill) you have access too.   If you’d like me to create a personalise multi-channel marketing strategy for your business get in touch. For all the details DM me on Instagram or LinkedIn saying MULTI CHANNEL

 

 

SOCIAL MEDIA CONTENT FOR AWARENESS

Awareness content needs to make new people aware of your business. This means you need to focus on getting content that will be shared with other people, get people tagged in it, or you use a tactic which will get your content appearing on the main feed of the social media platform you are using.

 

For example, at the time of writing this blog post (April 2026) if you are using Instagram you could create Trial Reels as these are specifically pushed out to your non-followers. If you are using LinkedIn you could be commenting on posts. The platform-specific tactics (like the two just mentioned) for making your profile be seen by new people will change fast, but here are some things which work across platforms and continue to work.

 

Joint Lives – When you do a joint live it will be shown in front of both profile’s audiences/followers. This means you’ll be seen by some of the other person’s followers/audience and the aim would be choose someone to do a joint with who has an audience that is different to yours, whilst having some of your ideal client/customer.

 

Content that gets people tagging other people – If someone you know tags you in a post, you go check it out right? You have to think about how can you create content that gets people tagging others. One way to do this is through competitions. People will run competitions and then say tag someone to enter or tag the person you’d like to share the prize with. But you don’t have to do a competition to get people tagging. There are other types of content that get people tagging people too.

 

Sharable content – Tagging someone is a very visible thing and depending on your business you might not get people who feel comfortable tagging people. But that doesn’t mean people aren’t still sharing content they think is relevant to others. For example, in my world, my friends send me videos of dance routines they know I’ll love or food they want us to make or go eat, And I check out every single one I’m sent. Shareable content might not give you the same ego trip. It might not get the likes and comments you crave, but if you master sharable content you can have people sharing your content day and night to people, and have new people finding you.

 

SOCIAL MEDIA CONTENT FOR ENGAGEMENT 

Engagement content is for all the content between the first interaction and the last interaction that creates a sale.  With engagement content, you want to be showing what your business does, what your specific offers are, what your brand values are, how you help, why you help, how you can help them and more. There is so much you can create for engagement content, but here are some things to consider.

 

Educational Content

This is your opportunity to demonstrate your expertise. You could share a concept, framework or process that you use whilst working with clients/customers. The aim with this type of content is to demonstrate your expertise and position yourself as a credible authority in the space

 

Behind-the-scenes

People are nosey and about love to see what is happening behind-the-scenes. Can you show people the behind-the-scenes in a way that helps reinforce what you are known for whilst building connection and trust.

 

Value-based content

We live in a world where people want to spend their money with businesses who have similar values. The reality is there will be lots of other businesses that sell very similar offers to you, but your business values could be a key differentiator so you want to make sure your values are just on your website but come through in your content.

 

CONTENT FOR CONVERSION

Conversion content is designed to make a sale. It could be that this content gets people to click and link and instantly buy. Or it might be content that technically doesn’t close the sale but make a solid lead, such as booking a sales call or filling in an application form.

 

Conversion content needs to focus on one specific offer from your offer suite. Some examples would be:

 

Testimonial, case studies and social proof

Share the wins of a client ot customer, but in a way that is it super clear what offer they had bought and there are clear call-to-actions encouraging other people to buy/apply etc.

 

Direct offer posts

This post is shouting loud and proud about a specific offer. You’ll share what your offer is,, who is it for and how it helps?

 

 

BE STRATEGIC WITH YOUR SOCIAL MEDIA CONTENT – JOIN MAYMENTUM.  To get the most out of social media you need to be strategic and you need to post enough to create content for the different stages of the buyer journey and gather enough information about what is and isn’t working. Which is why I create MAYmentum. Inside MAYmentum you’ll be supported with strategically posting daily for your business and to monitor your performance so you can keep making your content better and better. You’ll also be around other business owners also posting daily (to normalise the habit) and sharing their learnings so together everyone can keep on improving. Come and join MAYmentum here.

 

Future content

By this point you know what roles social media is playing in the buyer journey and you know what types of content you should be creating for each stage. Now it’s time to put what you’ve learnt into action. If social media is just being used for one stage in the buyer journey then it is fairly easy. Keep reminding yourself where social media fits in the buyer journey and make sure you create the right types of content for that stage.

 

But what if you are using social media for two or all three stages of the buyer journey. This is where it gets a bit more difficult. You’ll need to work out how to balance create content for the different stages. Some businesses will do this by rotating through the different stages ongoingly. Whereas some businesses will do this by having periods of time where they are focused on creating a certain type of content. For example, businesses that use launches will have periods where they focus on awareness (in between launches), and then have concentrated periods where the content is all for conversion during the open-cart phase of the launch.

 

 

 

That’s it. You now know how to create social media content for every stage of the buyer journey.

 

Smart business owners aren’t just posting anything on social media and hoping for the best. They understand that to get the most out of social media they need to understand where social media fits in their buyer journey and then make content that makes sense based on the stages of the buyer journey social media is being used for. Now you should confident about what stages of the buyer journey you are using social media for and you’ve got some ideas to get going with creating content for each stage.

 

I hope you’ve found this blog post useful. If you have do let me know over on Instagram or LinkedIn.

 

And if you’d like more support with creating social media content for every stage of the buyer journey join MAYmentum. 

 

MAYmentum is a marketing sprint to help online service providers to improve their social media marketing. You’ll be guided through how to create content that is optimised for the buyer journey and buyer types, as well as be in a community where everyone is posting daily and monitoring what is and isn’t performing. 

 

The only way to master social media marketing is to commit and MAYmentum is the perfect opportunity to commit, test, and learn. 

 

For all the information and to sign up visit MAYmentum here. 

 

Be the social media markerer your business needs – Join MAYmentum  I created MAYmentum specifically to help online service providers to get the most out of social media marketing.    In MAYmentum you’ll receive training to create your own content strategy, depending on the stages of the buyer journey you are using social media for, and have the accountability to post daily and monitor what is and isn’t working.  And you’ll be surrounded by other business owners to normalise taking social media marketing seriously. If that sounds good to you, come and join MAYmentum