Short definition
The buyer journey is the path a prospect takes from first becoming aware of a problem to comparing solutions and finally choosing one — typically modeled as awareness, consideration, decision.
In depth
Mapping the buyer journey lets a marketer build content for each stage. Awareness stage wants definitional and educational content (glossary, blog). Consideration wants comparisons, reviews, and case studies. Decision wants pricing, demos, and proof of fit. AI engines have made awareness and consideration content even more important: that is where citations are won and brand authority compounds.
Example
A custom-software firm publishes one decision-stage article ('how to choose a custom software agency') and within 60 days it generates more inbound calls than any other URL.