7 Buyer-First Content Plays to Power Every Stage of the Sales Funnel
Many sales funnels prioritize the goals of the seller rather than the realities that buyers face. When content originates from an internal perspective, it becomes pitch-heavy, misaligned, and easy to ignore. Creating a content engine from the buyer’s viewpoint produces momentum that leads to conversations, conversions, and long-term partnerships. Focus on the journey from the moment buyers first sense a problem to internal expansion.
Here are 7 buyer-first content plays aligned with your buyers’ real journey:
1. Before They Know They Need You
Create Curiosity and Spark Awareness
Buyers start by sensing friction in their work and realizing goals slip through the cracks. They identify inefficiencies they struggle to name.
Content Play: Share myths, common mistakes, or overlooked risks. A post like “3 Outdated Practices That Quietly Drain Revenue” attracts attention from people aware of problems but unaware of solutions.
Why It Works: You meet them early and earn trust by helping them articulate the issue before they search for answers.
CRISPY™ Prompt:
Context: I want to create content for buyers who are unaware they need my solution.Role: You are a strategic content marketer focused on early-stage buyer awareness.Inspiration: Highlight blind spots, outdated practices, or emerging risks my audience has not identified.Scope: Write one post headline and accompanying text, not exceeding 200 words.Prohibitions: Avoid pitching the product, including jargon, or positioning it as a sales piece.You: Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
2. When They’re Exploring Solutions
Guide Their Thinking Without Selling
Buyers begin research once they identify a problem. They seek clarity, not pressure to buy.
Content Play: Create buyer’s guides, comparison sheets, or “what to look for” checklists. These resources encourage independent evaluation of options.
Why It Works: You shape their approach to prioritizing solutions while earning trust as a knowledgeable advisor.
CRISPY™ Prompt:
Context: I want to help solution-aware buyers make informed decisions while positioning myself as a trusted guide.Role: You are a decision-stage content strategist for B2B buyers.Inspiration:Create content that helps buyers compare their options fairly and define priorities.Scope: Write one blog post or checklist outline with suggested headlines and section topics.Prohibitions: No promotional language or product-focused features.You: Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
3. Looping in Influencers and Stakeholders
Equip Your Champion to Advocate for You
Your champion rarely serves as the sole decision-maker. They require materials to facilitate internal discussions.
Content Play: Build a one-pager, explainer slide, or mini case study that they can share with their teams.
Why It Works: You provide assets that communicate value without your involvement.
CRISPY™ Prompt:
Context: I want to create resources that help my internal champion share our value with stakeholders and decision-makers.Role: You are a B2B sales enabler focused on stakeholder alignment.Inspiration:Design a single-page explainer that a champion can forward internally.Scope:Write a headline, three key value points, and a one-paragraph overview for this resource.Prohibitions:Avoid buzzwords, acronyms, or sales language.You:Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
4. Case Stories That Make the Buyer the Hero
Tell Stories They Can See Themselves In
Buyers want proof that someone like them achieved real results, not just praise for your product.
Content Play: Transform your client’s journey into a compelling story with measurable wins and relatable challenges.
Why It Works: The focus remains on their accomplishments rather than your actions.
CRISPY™ Prompt:
Context:I wish to write a case story positioning the client as the hero while demonstrating the impact of our solution.Role:You are a B2B storyteller creating credibility-driven customer narratives.Inspiration: Create a four-part structure: challenge, action, result, and takeaway.Scope:Draft one story of 250 words using this structure for LinkedIn or email engagement.Prohibitions: Avoid naming clients unless anonymized, and omit technical details.You: Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
5. Overcoming Objections That Lead to Closing
Address Their Hesitations Before They Voice Them
Objections often arise after significant consideration. You can proactively address them and build trust.
Content Play: Publish pieces on actual buyer concerns like cost, risk, and internal friction. For example, “What Skeptical Clients Said Before They Signed—and What Changed Their Minds.”
Why It Works: You create empathy and transparency, integrating objections into the conversation.
CRISPY™ Prompt:
Context: I want to create content that confronts common objections while reframing them positively.Role: You are a sales psychologist turned content writer.Inspiration: Develop a piece that disarms resistance and builds trust.Scope:Outline one post or article including two to three objections and how we address them.Prohibitions:Avoid defensive language and overselling.You: Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
6. Insights That Support Strong Adoption
Help Them Succeed Beyond the Signature
Implementation marks the start of results. Adoption content fosters retention.
Content Play: Produce a post-sale checklist, onboarding video, or “Top 5 Mistakes to Avoid in Month One” guide.
Why It Works: You transition from provider to partner by showing commitment to their long-term success.
CRISPY™ Prompt:
Context: I want to create content that guides new clients in adopting and succeeding with our solution.Role: You are a customer success strategist generating onboarding and adoption resources.Inspiration:Draft a checklist or guide that supports early wins.Scope: Outline a short-format onboarding guide (video script or PDF structure).Prohibitions: Avoid promoting features and generalities.You: Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
7. Internal Expansion – Cross-Solving and Warm Introductions
Seed Conversations Beyond the First Department
Satisfied buyers often create new opportunities if you provide valuable resources for others.
Content Play: Share insights about use cases in other departments, integration successes, or “how others are using this” stories. Include referral copy they can easily forward.
Why It Works: This approach offers your buyer a simple way to connect you with others while continuing to add value.
CRISPY™ Prompt:
Context: I want to create content enabling current clients to introduce me to other departments or teams.Role: You are an expansion strategist crafting client-focused content for internal distribution.Inspiration:Draft a LinkedIn post or email highlighting new use cases and facilitating forwarding.Scope: Write one piece of content under 300 words for email or LinkedIn.Prohibitions:Avoid pressure and direct requests for referrals.You: Ask me all the questions needed to complete this prompt in my voice and perspective, one at a time.
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