Marketing Funnels Are Out. Touchpoints Are In. 

For decades, the marketing funnel has been the North Star for marketers — a simple, linear framework to guide potential customers from awareness to purchase. But let’s face it: Today’s people don’t think, act, or buy in straight lines. The reality is messier, more dynamic, and more complex. Enter the era of marketing touchpoints.

Touchpoints represent the many ways consumers interact with your brand throughout their journey. From discovering your business through a social media post to reading a review on a third-party site, each interaction is an opportunity to build trust, provide value, and move the relationship forward. But here’s the catch: it only works if your content is authentic, impactful, and resonates with your audience where they are — physically, emotionally, and digitally.

Today’s buyers no longer follow a linear path to purchasing. Instead, they may move from channel to channel, rethink decisions, and consult their community — both digitally and in person.

Moving From Marketing Funnel to Buyer Journey

The traditional funnel assumes a neat progression: A customer becomes aware, considers their options, and makes a purchase. But today’s consumer journey doesn’t follow that fixed trajectory. They may jump between channels, revisit decisions, and seek validation from their community before committing to your product or service.

This shift from a linear funnel to a fluid journey demands a new approach to content marketing. It’s no longer enough to guide prospects from Point A to Point B. Instead, you need to show up at every touchpoint with the right content for that specific moment.

Content That Meets Customers Where They Are

Meeting your audience at every touchpoint isn’t about plastering your message everywhere; it’s about being intentional and relevant. Here’s how to do that effectively:

1. Understand the Buyer Journey

Every customer’s path is unique, but there are common behaviors and motivations along the way. Use data and insights to map out typical touchpoints for your audience. Where do they look for information? What questions do they ask? Where do they go for social proof?

• Look at data from tools like SEMRush, Google’s Keyword Planner or AnswerThePublic to assess topics that your audience is searching for via search engines.
• Review your own site’s search tool’s data to understand how your audience is searching on your site.
• Consider what topics your audience is engaging with on social platforms. 

2. Tailor Your Content for Each Buyer Stage

Different touchpoints call for different types of content:

• Awareness Touchpoints: Capture attention with engaging videos, blog posts, or social content that educates and inspires.
• Consideration Touchpoints: Provide in-depth resources like case studies, comparison guides, or webinars to help them evaluate their options.
• Decision Touchpoints: Deliver testimonials, reviews, and offers that make their decision easier.

And don’t forget post-purchase touchpoints — loyalty doesn’t end at the sale. Follow up with onboarding materials, support content, and opportunities for advocacy.

3. Be Authentic and Impactful

Your audience craves authenticity. Generic or salesy content won’t cut it. Share real stories, offer genuine value, and prioritize building trust over pushing products. Whether it’s a behind-the-scenes glimpse of your team, a heartfelt customer success story, or practical advice, your content should feel like it’s written by humans, for humans.

4. Leverage Technology to Personalize

From dynamic email campaigns to retargeting ads, today’s tools make it easier than ever to deliver the right message to the right person at the right time. Use automation and AI to create personalized experiences that keep your audience engaged without feeling intrusive.

Why This Matters More Than Ever

In an age of information overload, people tune out irrelevant content and prioritize brands they trust. By focusing on marketing touchpoints instead of funnels, you can create meaningful connections that don’t just drive conversions but also build loyalty and advocacy.

At BackPocket, we believe content marketing is about more than just storytelling — it’s about connecting with your audience in ways that matter. By showing up authentically and delivering content that resonates at every touchpoint, you can meet your customers where they are and guide them to where they want to be. That’s not just good marketing — it’s good business.

Are you ready to plan and deliver content across the buyer journey? Let’s chat about hosting a Buyer Journey Content Workshop for your organization.