Not every lead is ready to buy right away—and that’s completely normal. Some are just discovering they have a problem, others are actively comparing options, and a few are ready to pull the trigger. If you give all of them the same content, you’ll miss opportunities to build trust, answer questions, and move them closer to conversion.
That’s why great marketing strategies are built around buyer journey mapping—and why working with a professional Content Writing Agency in Mumbai can help ensure the right content reaches the right people at the right time. Let’s break down each stage of the buyer journey and what kind of content your leads expect at every step.
1. Awareness Stage: “I Have a Problem”
At this point, your leads may not even know what they’re looking for. They’re just starting to research or understand a problem they’re facing. The goal of content here is to educate and build trust, not sell.
What they want:
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Informative blog posts
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How-to guides
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Checklists
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Introductory videos
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Educational webinars
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Explainer infographics
Example:
If you’re a CRM software company, a blog post titled “Why Most Small Businesses Lose Leads (And How to Stop It)” will resonate with an awareness-stage lead. It positions you as helpful, not pushy.
2. Consideration Stage: “I’m Exploring Solutions”
Now that the lead understands their problem, they begin to look for potential solutions. They compare brands, features, and approaches. Your content should now shift from education to positioning your offering as a possible fit.
What they want:
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Product comparison blogs
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Expert guides
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Case studies
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Whitepapers
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Email sequences explaining key benefits
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Solution-focused landing pages
Example:
A whitepaper titled “Comparing the Top 5 CRMs for Startups in 2025” helps readers assess their options—and allows your brand to be seen as a frontrunner.
3. Decision Stage: “I’m Ready to Buy”
The lead is now convinced they need a solution and are deciding who to go with. They’re looking for proof, confidence, and a clear next step. Your content here should be focused on trust, ease, and urgency.
What they want:
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Testimonials and client success stories
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ROI calculators
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Free trials or demos
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Pricing pages
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Product tours
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Sales decks or presentations
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Strong call-to-action content
Example:
A demo page with embedded video, customer reviews, and a short sign-up form shows the lead exactly what to expect—removing friction and encouraging conversion.
4. Retention Stage: “Should I Stay?”
Lead nurturing doesn’t end after the sale. Retaining customers and turning them into loyal advocates requires ongoing value. Many businesses overlook this stage, but it’s a goldmine for referrals and repeat revenue.
What they want:
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Onboarding guides
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Product tips and tutorials
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Community forums or webinars
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Loyalty program content
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Customer-exclusive newsletters
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“What’s New” feature updates
Example:
A monthly “Pro Tips” email showing hidden features of your software keeps users engaged and reduces churn—while reinforcing the value of your offering.
5. Advocacy Stage: “I Love This Brand”
When customers are thrilled with your brand, they become ambassadors. But they still need content to help them share the love. This stage is all about empowering them to talk about you.
What they want:
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Referral program landing pages
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Affiliate content kits
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Shareable case studies
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Review request pages
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Social sharing templates
Example:
A “Refer a Friend” toolkit with a short blurb, images, and a personal coupon link makes it easy for happy customers to become your marketing team.
Conclusion
Creating one-size-fits-all content is a guaranteed way to lose leads. Different stages of the buyer journey demand different types of content—each with its own tone, depth, and purpose. A strategic content approach ensures that your messaging speaks to where the lead is right now, not where you want them to be.
A specialised Content Writing Agency in Mumbai helps you map this journey, craft tailored assets, and keep every piece of content working toward the same goal: lead nurturing and conversion. If your content isn’t aligned with your sales funnel, it’s time to step back, strategise, and start writing with purpose.
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