How to Turn Finders into Followers: A 4-Step Content Strategy for Buyer Enlightenment

In today’s digital landscape, where buyers have access to abundant information, it’s crucial for businesses to capture their attention and guide them on a journey of enlightenment. To achieve this, a well-crafted content marketing strategy is essential. In this comprehensive guide, we will explore a four-step approach to turning finders into followers, ensuring their unwavering loyalty until the end.

Stage 1: The Finder

At the beginning of their journey, buyers are in search of something, often without even realizing it. As a business, your role is to act as a guiding light and persuasive force, leading them in the right direction. To effectively engage the finders, your content marketing strategy should be digital-first and mobile-optimized.

According to recent research, two-thirds of the buyer journey is navigated online1. This highlights the importance of having a strong online presence. Are you still stuck in the Dark Ages with outdated content practices? Embrace the digital revolution and ensure that your content is easily accessible and engaging across various devices.

To cater to the hungry appetite of finders, be generous with your content offerings. Research shows that two in five B2B buyers are consuming more content assets than before2. To capture their attention, consider utilizing podcasts, research reports, and comprehensive guides. By providing valuable and informative content, you can establish yourself as a trusted source and nurture the finders along their journey.

Stage 2: The Thinker

As buyers progress in their journey, they begin to evaluate their options. Amidst the sea of content flooding every channel, it’s crucial to offer something that helps them make informed decisions. Video content plays a significant role at this stage.

Explainer videos are highly effective, with over 95% of people watching them to learn about a product3. Additionally, instructional videos on platforms like YouTube have become a valuable resource for buyers, with over half of them watching such videos at least twice a week4.

However, simply creating videos is not enough. The thinkers crave in-depth knowledge and seek answers to their questions. Infographics, product demos, and frequently asked questions (FAQs) can provide the necessary information and help them gain clarity.

Consider utilizing newsletters to engage thinkers further. Suggested newsletters like Daily Briefing, Ads of the Week, and Media Agency Briefing can keep them informed and provide valuable insights5.

Stage 3: The Wobbler

At the tipping point of their journey, buyers become susceptible to the influence of competitors’ content. To prevent them from wavering and ensure they choose your brand, you must mobilize stakeholders and streamline the decision-making process. Content marketing can play a vital role in achieving this.

Research indicates that almost two-thirds of B2B buyers feel that too many decision-makers slow down the process6. To overcome this hurdle, consider organizing discovery workshops to align stakeholders and accelerate decision-making. Testimonials from satisfied customers can also serve as powerful tools to instill confidence in the wobblers.

Virtual site tours are another effective way to engage buyers and provide them with a deeper understanding of your offerings. By leveraging interactive and immersive experiences, you can create a sense of trust and stability, mitigating any doubts the wobblers may have.

Stage 4: The Follower

Congratulations! The buyer has chosen your brand and joined the flock. However, this is not the end of the journey. To maintain their loyalty, you must continuously nurture and engage the followers. Personalization is key to building lasting customer relationships.

Research suggests that 99% of marketers believe that personalization helps advance customer relationships7. As followers invest their time and trust in your brand, it’s important to show them that they are seen and heard. Tailor your content to their specific needs and preferences.

Consider offering training courses to empower your followers and enhance their expertise. Customer newsletters can keep them informed about product updates, industry trends, and exclusive offers. Additionally, providing VIP experiences, such as access to exclusive events or early access to new features, can further solidify their loyalty.


In a world where information is abundant, guiding buyers on their journey of enlightenment is crucial to building long-term relationships. By following a four-step content strategy, you can effectively turn finders into loyal followers. Remember to optimize your content for digital platforms, provide valuable resources at each stage, mobilize stakeholders, and personalize your offerings for maximum impact.

Embrace the power of content marketing and watch as your followers remain faithful until the end. It’s time to embark on a journey of enlightenment and unlock the potential of your audience.

Are you ready to take your content strategy to the next level? Contact us today to discover how we can help you achieve buyer enlightenment through our comprehensive content marketing services.

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