A Content Marketing Guide for Innovation Buyers

Maybe you had some early success with buyers — but sales momentum has slowed

Or you’re still working to land your first customers

Conversations start strong, but then seem to get bogged down when others get involved

Or you know marketing matters, but you’re not sure where to focus your effort, or what content actually helps people buy.

If any of that sounds familiar, this short, free guide was created for you.

The Diffusion of Innovation Theory explains why different buyers adopt new ideas at different speeds — and how content plays a critical role in helping them move from interest to adoption. It’s a practical framework for founders and teams building new, technical, or category-defining products.

This guide will help you think more clearly about who you’re really selling to, what they need to feel confident, and how to create content that supports adoption — not just awareness.

Inside the guide, you’ll learn:

  • Why the Diffusion of Innovation theory is essential to understanding how innovation buyers behave

  • How to identify Innovators, Early Adopters, Early Majority, Late Majority, and Laggards in your market

  • The key differences in attitudes, risk tolerance, and content needs across these buyer groups

  • The five critical content factors that influence adoption and buying confidence

  • How to plan content that supports buyers throughout a non-linear buying journey

This isn’t a checklist or a growth hack.

It’s a thinking tool to help you make better decisions about content, messaging, and go-to-market strategy — especially when traction feels uneven or unpredictable.

No email address or DNA required! Download the free guide here: 👉