How Writers Produce Better Content Using a Customer Journey Map

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Maps help us get from point A to point B, C, D, or even Z, and customer journey maps guide your target market from start to finish through your sales, education, or sign up process.

Customer journey maps differ for every business and sometimes for different customers or goals of the business, but they all outline a customer going through some process your company outlines for them. Customer journey maps come in many forms, but typically take the form of an ever-narrowing funnel or a flow chart moving customers from left to right through a series of decisions. Typical phases for a run-of-the-mill customer journey map, with the goal of making sales, goes something like this:

Awareness – Making your target market aware of your brand and/or company.
Consideration – Educating your market on your products, service, and values.
Preference – Helping your potential customers decide between australia cell phone number list all the choices you offer (products, services, and pricing models).
Purchase – Wahoo! Ka-ching! You made a sale and hopefully gained a life-long customer.
Not all maps look the same. You can draw up customer journey maps for just about anything you or someone interacting with your brand wishes to accomplish. In other words, you can tailor customer journey maps to both your goals (brand awareness and education, sales, value building, etc.) and your customers’ goals (finding locations, learning about products, researching services, comparing you to the competition, etc.). You can create customer journey maps that are intended to blanket the journey of every individual within your target market, or you can develop more precise journeys customized to individual personas within your target market.

However broad or narrow your customer journey map is and regardless of the map’s ultimate goals, sharing these customer journey maps with your entire content marketing team (including the writers) will inspire content ideas and turbo-charge your mapped content marketing efforts.

Top 5 Ways Writers Use Your Customer Journey Map to Improve Your Content Marketing
1. Write with the Right Tone
Knowing a piece of content’s location on your customer journey map will help your writer create an appropriate tone. Your writer will adjust the tone of the content to accommodate its purpose and place. Whether the content serves as an introduction to newcomers, description of pain points, or further education for existing clients, writers can adjust tone accordingly.