Nothing like trying to find your friend on a crowded subway station during rush hour. It’s almost pointless to try and scream out their name through the chaos. Better to reach out to them personally, or find a meet up spot.
The meet up spot? That’s anywhere they decide. And well, that’s why it matters to create content across the entire sales journey. It means your content will meet your audience where they are, in the format they expect, help you cut through the noise of today’s online chaos.
Content strategy isn’t just for the top funnel, and it’s also not about spamming every channel and hoping for the best. It’s about creating a unified experience that makes your brand feel like a trusted friend—whether someone sees your content on TikTok, gets your email newsletter, or visits your website. It’s the marketing-led buyer’s journey.
—> For more on why the modern buyer’s journey is marketing (and content) led
Why the “Marketing-Led Buyer’s Journey” is Your Competitive Advantage
Most brands are stuck in multichannel purgatory.. the sad truth! 😭 They’re posting on social, running email campaigns, and buying ad space, but none of it is connected. What a marketing-led content strategy does is it takes all those efforts and weaves them into a seamless experience that is intentional and customer-focused, feeding into the marketing-led buyer’s journey that most consumers are already engaged in.
Think of it this way: most content strategy is throwing spaghetti at the wall. Creating for the marketing-led buyer’s journey is serving up a perfectly plated pasta dish right when you’re hungry. Which would you prefer?
Personally, I prefer my pasta plated with some freshly grated parmesan cheese 🧀💅🏼
If you’re still relying on a single-channel or scattered multichannel approach, you’re leaving opportunities on the table and spaghetti on the wall.
The Impact of the Marketing-Led Buyer’s Journey
Standing out in today’s market means being everywhere your audience is—and being good at it. When you nail your content strategy across platforms and channels, here’s what happens:
Brand consistency that builds trust: Customers know what to expect from you, no matter where they see your content. If each touchpoint reflects the same messaging, tone, and visual identity, you’re not just familiar. You are also highly credible. Consistency breeds trust and in turn, trust shortens decision cycles. (86% of B2B buyers say consistent branding across channels directly influences their purchasing decisions (Demand Gen Report). When every interaction feels like a continuation of the same conversation, your brand becomes the “friendly face” in the world wide web – a scary place. And that’s how you go from forgettable to unforgettable.
More efficient campaigns: It isn’t about doing more, but working smarter. When you strategically create content for the marketing led buyer’s journey, you’re not reinventing the wheel for every channel. Instead, you’re taking top performing content and repurposing and refining that for each channel. The Content Marketing Institute found that 71% of B2B content marketers said content marketing is more critical this year than last. Efficiency helps content marketers do more than just save time: it’s about amplifying your best ideas without diluting your message.
Higher ROI: Unified content across the customer journey is a revenue driver. With a unified strategy, you’re not just meeting your audience where they are—you’re building personal connections and in turn, a loyal community. Brands that nurture relationships and build personal connections are able to compound efforts over time. Aberdeen Group reveals that B2B companies with strategies that cover multiple content channels retain 89% of their customers and see 9.5% higher annual revenue growth. Why? Because personalized, cross-channel experiences cater to the ever-infinite and looping B2B buyer’s journey, where 75% of decision makers will use at least four channels to research solutions (Salesforce).
Why Video is Essential for Standing Out
When you’re building a content strategy, video is the glue that holds everything together. Of all your content, video stands out the most. Vidico reports that 52% of B2B marketers call it the content type with the highest return on investment, and 85% reporting video as an effective tool for increasing online engagement. The sentiment is shared on the buyer side too: 95% of viewers retain a message when it’s delivered through video, compared to only 10% when it’s in text. And when you consider that video content is shared 1200% more than text and images combined, it’s clear why it’s the MVP of any content strategy:
- On TikTok, short-form video = viral potential
- On LinkedIn, polished thought leadership videos = trust
- In email, video boosts click-through rates by 200-300%
Platforms like Lumen5 make it easy to create, repurpose, and scale video content without needing a full production team. Let’s push all your efforts to creating the perfect plate of pasta and not to cleaning up the messy wall of spaghetti — wasted and unappetizing. 🍝
