Mapping Content to the Customer Journey

A successful content marketing strategy doesn't just involve creating great content; it involves creating the right content for the right person at the right time. To do this effectively, you need to understand the customer journey.

The customer journey (also known as the marketing or sales funnel) is the path that a potential customer takes, from their first moment of awareness of a problem to the final moment of making a purchase.

Content mapping is the process of creating specific pieces of content that are designed to meet the needs of your audience at each stage of this journey. By mapping your content, you can guide your prospects smoothly from one stage to the next, building trust and authority along the way.

The Three Stages of the Customer Journey

The customer journey can be broken down into three main stages.

1. Top of the Funnel (TOFU): The Awareness Stage

• Who the user is: At this stage, the user is just becoming aware that they have a problem or a need. They are not yet thinking about specific products or solutions. They are looking for information, education, and answers.
• Their mindset: "I have a problem, and I need to understand it better."
• Your goal: To attract a wide audience, to make them aware of your brand, and to establish your brand as a helpful expert.

Content for the Awareness Stage: Your content at this stage should be educational and informational, not salesy.

• Blog Posts: "How-to" guides, listicles, and articles that answer common questions.
• Videos: Educational videos and tutorials.
• Infographics: Visually engaging content that is easy to share.
• Social Media Updates: Helpful tips and insights.

Example: For a web design agency, a TOFU piece of content would be a blog post titled, "5 Signs Your Business Needs a Website Redesign."

2. Middle of the Funnel (MOFU): The Consideration Stage

• Who the user is: At this stage, the user has clearly defined their problem and is now actively researching and comparing the different solutions and providers available.
• Their mindset: "I am looking for the best solution to my problem."
• Your goal: To nurture the relationship, to build trust, and to position your specific solution as the best choice.

Content for the Consideration Stage: Your content at this stage should be more in-depth and should start to introduce your specific solution.

• Case Studies: Detailed stories of how you have helped a similar customer succeed.
• Whitepapers and E-books: In-depth guides that showcase your expertise.
• Webinars: Live or recorded presentations that dive deep into a specific topic.
• Product Comparison Guides: An honest comparison of your solution versus your competitors'.

Example: For the web design agency, a MOFU piece of content would be a detailed case study showcasing a successful website redesign project.

3. Bottom of the Funnel (BOFU): The Decision Stage

• Who the user is: At this stage, the user is ready to make a purchase. They have narrowed down their options and are about to make a final decision.
• Their mindset: "I am ready to buy. Why should I choose you?"
• Your goal: To convert the prospect into a customer.

Content for the Decision Stage: Your content at this stage should be focused on making it easy and compelling for the user to choose you.

• Your Main Service or Product Pages: These pages need to be highly persuasive and clearly outline your offer.
• Customer Testimonials and Reviews: Powerful social proof that validates the user's decision.
• Free Trials or Demos: Allow the user to experience your product or service firsthand.
• A Free Consultation or Quote: A direct offer to discuss their specific needs.
• Your Pricing Page.

Example: For the web design agency, a BOFU piece of content is their main "Web Design Services" page, complete with testimonials and a clear "Request a Quote" call-to-action.

Conclusion

By mapping your content to the different stages of the customer journey, you can create a more strategic and effective content marketing program. It ensures that you are providing the right information to your audience at every step of their decision-making process. This approach allows you to build a relationship with your potential customers, nurture them from initial awareness to final purchase, and ultimately, turn them into loyal advocates for your brand.