2026 Content Planning: What to Do Now That Buyer Behavior Has Changed
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If sales felt off in 2025, you weren’t imagining it. Buyers took longer, circled offers, lurked quietly, came back weeks later, and didn’t move through that neat little staircase funnel the way they used to. And this isn’t just a feeling. Google researched it and named it the Messy Middle.
So if you’re planning your content for 2026, this shift matters. A lot. Here’s what actually changed, what the Messy Middle means for your marketing, and what your content plan needs to look like going into the new year. You can read their full report here.
Why Buyer Behavior Changed in 2025 (And What It Means for Your Content)
Buyers aren’t moving in predictable steps anymore. They’re looping, evaluating, comparing, pausing, and looping again. They still want solutions. They’re just taking much longer to decide.
This is exactly why those old plug-and-play funnels from 2021 don’t work the way they used to. They were built for a completely different buyer climate. Back then people moved faster and trusted faster. The online space was less crowded and less chaotic. In 2025, people were more skeptical and more thoughtful with their decisions.
What Google’s Messy Middle Buyer Journey Means for Your Marketing
The Messy Middle describes a buyer journey where people bounce back and forth between exploring and evaluating before they buy. Not once. Not twice. Sometimes endlessly. So instead of expecting a lead magnet and a nurture sequence to carry someone from A to B, your content has to support them while they loop.
They are paying attention. They are watching you. They’re just not ready yet. Your job is to stay clear, consistent, and present so when the timing or mental capacity finally lines up, you’re the person they come back to.
Why Old Funnels and Trendy Content Aren’t Working Anymore
Trendy reels, clever edits, viral hooks, aesthetic B-roll… those still have their place. They help reach new people and get eyes on your content. But they don’t create the depth of connection someone needs to make a slower decision.
People want transparency, actual stories, real examples, context, and real conversations. They want to see your thought process, your values, and how you actually work. Performance content can support your strategy, but it cannot be your strategy.
How to Plan Your 2026 Content Around a Longer Buyer Journey
Prioritize conversations over volume
You don’t need more posts. You need more touch points. Think story replies, asking questions in stories, showing more slices of your day or work that people can respond to, and actually talking to people in the DMs. Those small interactions build the trust that supports long buying cycles.
Use storytelling intentionally
Real stories cut through skepticism. They make your content feel human and grounded instead of templated or overly polished. This is how people get clarity about who you are and why they’d want to work with you.
Give your launches room to breathe
Short, high-pressure launch windows don’t match how people buy right now. A longer or more flexible launch gives your audience time to move through their Messy Middle without feeling rushed.
Repeat your core messages
Repetition builds recognition and trust. People take longer to process decisions now, so hearing the same message multiple times isn’t annoying. It’s stabilizing.
Add more human touch points if you can
Now that all my kids are in school, I’m planning to do more in-person networking in 2026. Not because online marketing isn’t enough, but because face-to-face connection builds trust fast and cuts through a lot of the skepticism buyers have developed. If you’re in Northern Virginia or the DMV area and know of any good events, let me know.
Why Your Content Might Have Felt “Off” in 2025
You didn’t lose momentum. You didn’t suddenly become inconsistent. Your content didn’t stop working. The market shifted. People bought differently. Slow movement is not a no. It’s normal.
So instead of assuming no one wants your offer, look at how you can support your audience while they take their time. That might mean adjusting your timing, simplifying your plan, or shifting your expectations. It does not mean you’re doing anything wrong.
Your 2026 Content Plan Doesn’t Need More Stuff. It Needs More Connection.
Buyers are slower. Funnels are messier. People want more conversation before they say yes. Stories and connection matter more than performance content. You can take things off your plate if they aren’t creating trust.
You don’t need a complicated strategy. You need a strategy that matches how people actually make decisions right now.
Want Help Planning Your Content for 2026?
Inside Content to Clients Club, we map out your content together every month and refine your messaging so your content supports this longer, slower buyer journey. You also get a Slack channel for feedback and questions so you’re not creating content alone.
If you want a content plan built for today’s buyer behavior, join us.
