Customer Journey Map
A journey map traces a persona's path from first becoming aware of a problem through to becoming a loyal customer, capturing questions, emotional states, and content needs at each stage. It applies to all customers in the abstract: B2B and direct-to-consumer, recruitment candidates, donors, members, and anyone else you are trying to move along a path. Applied to content strategy, it exposes where assets exist, where they're missing, and where content is technically present but wrong for the moment. Most programs over-index on awareness or decision-making, and too often combine them.
Maps what each persona needs at every stage of the experience.
Awareness → Consideration → Decision → Retention
When to use this
- When content feels disconnected, high awareness traffic that doesn't convert to deeper engagement.
- To align content investment with marketing, sales, and support touchpoints that aren't historically coordinated.
- When pipeline velocity slows at a predictable stage and you suspect content is the missing link.