Map Buyer Journey

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Map Buyer Journey

This course is part of Digital Marketing Channel Foundations Specialization

Instructor: LearningMate

Included with

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1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 hour to complete

Flexible schedule

Learn at your own pace

1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 hour to complete

Flexible schedule

Learn at your own pace

What you'll learn

Improve content strategy by defining buyer personas and mapping content to the Awareness, Consideration, and Decision stages of the buyer journey.

Skills you'll gain

Details to know

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This course is part of the Digital Marketing Channel Foundations Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There is 1 module in this course

Stop creating content and start creating conversations. "Content Strategy: Mapping Content to the Buyer Journey" is an essential course for marketers who want to move from random acts of content to a purposeful, data-driven strategy. If you've ever felt like you're on a content treadmill with no clear direction, this course provides the map. You will learn to define and use buyer personas—the foundation of a successful content plan—to transform abstract audience data into relatable human stories.

Drawing on real-world masterclasses from brands like HubSpot, Salesforce, and Warby Parker, you will learn to analyze content through the lens of the buyer journey: Awareness, Consideration, and Decision. This isn't just theory; it's a practical framework. Through hands-on simulations, you will audit existing content, identify its strategic purpose, and learn to spot the critical gaps in your content plan. By the end of this course, you will have the skills to ensure every blog post, video, and case study has a clear purpose and moves your audience one step closer to a solution.

This module teaches marketers how to create the right content for the right person at the right time. Learners will start by understanding the "why" behind strategic content planning and the foundational role of buyer personas. They will then learn to analyze and categorize content according to the three key stages of the buyer journey: Awareness, Consideration, and Decision. The module culminates in a hands-on simulation where learners audit a list of content and map it to the journey, proving they can apply this framework to real-world assets.

What's included

3 videos2 readings2 assignments

3 videosTotal 14 minutes

The Inbound Machine: How HubSpot Does It5 minutes
What Content Works Where?5 minutes
Content Mapping in Action5 minutes

2 readingsTotal 15 minutes

Your Roadmap: Personas and Journey Stages8 minutes
How to Audit and Categorize Your Content7 minutes

2 assignmentsTotal 50 minutes

Content Tracker and Definition30 minutes
Hands-On Learning: Content Audit Simulation20 minutes

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Instructor

LearningMate

275 Courses26,338 learners

Offered by

Coursera

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.