The Evolving Buyer’s Journey: Why Content is the New Key to Success

It’s estimated that over 70% of buying decisions are made before any physical contact with a company. Consumers and businesses alike are doing their research, comparing options, and gathering information online long before they ever speak to a salesperson.

This figure has been steadily climbing, and all signs indicate it will continue to grow. The question is, where will it stop—or perhaps more importantly, what are you doing about it?

The lines between sales and marketing have blurred, and traditional roles have become almost indistinguishable.

Marketing no longer simply drives leads to sales; instead, it takes on a direct role in shaping and influencing buying decisions. Selling and marketing are becoming one and the same, merging into a seamless continuum where the customer journey is guided primarily by content.

In this landscape, the “sales pitch” often happens without a single conversation.

So, what does this mean for your business?

It’s time to recognise that content has taken center stage. The information your potential customers find online—whether it's blogs, videos, case studies, or social media posts—is often the deciding factor in whether they choose you or your competitor.

If you’re not putting the effort into creating valuable, engaging, and relevant content, you’re likely missing out on opportunities to connect with your audience before they even reach out to you.

Now is the time to act. To succeed and grow in this evolving marketplace, you must prioritise content creation. Think of your marketing and sales efforts as intertwined rather than separate. Every piece of content you produce is an opportunity to build trust, educate, and influence your audience long before they decide to make contact.

In the future, marketing and sales will not just be aligned; they will be indistinguishable. Embrace this shift now, and you’ll not only keep up with the changing landscape—you’ll be ahead of it.

Don’t Leave Content Creation to Chance

Content creation is no longer just an option; it’s a must-have for businesses looking to succeed and grow. Relying on luck or sporadic efforts simply won’t cut it in today’s competitive landscape.

The smart business is constantly learning about content marketing and staying at the cutting edge of what works. They understand that to influence buying decisions effectively, they need to have a consistent and strategic approach.

This is where we come in. Our role is to educate and partner with you, ensuring your business is equipped with the tools and knowledge to thrive in this new environment. By working together, we help you build a content strategy, we even help with the content itself.  Content that not only meets but exceeds the demands of today’s informed buyer.

​Ready to take action? Review our services to see how we can support you in developing impactful content that aligns with this new buyer’s journey. Together, we’ll set the foundation for greater success and growth.