How mapping your customer journey can help you create a content calendar
As a small or medium-sized service-based business, creating consistent, relevant content can feel like a daunting task. What if we told you the key to an effective content calendar is already at your fingertips? By mapping your customer journey, you can transform your content strategy, ensuring every post, email, or blog aligns with your audience’s needs.
In this blog, we will show you how understanding your customer journey not only improves client experience but also helps you build a targeted, impactful content calendar that drives engagement and conversions.
What is a customer journey map?
A customer journey map is a visual representation of the steps your customers take when interacting with your business—from the moment they first hear about you to the point they become loyal advocates. It highlights their needs, questions, and pain points at each stage, giving you the insight to create content that resonates. Learn more about customer journey mapping here.
How to turn your customer journey into a content calendar
1. Awareness stage: attracting attention
At this stage, potential customers are just discovering your business. They may not even know what they need yet, so your goal is to educate and inform.
Content Ideas:
Blog posts answering common questions in your industry
Example: "What does a customer journey consultant do?"
Social media tips or quick wins related to your services
Explainer videos or infographics that showcase solutions to their pain points
2. Consideration stage: building trust
Here, customers are evaluating their options. They are comparing you to competitors and deciding if you are the right fit.
Content Ideas:
Case studies showing how you have helped similar people to them
Testimonials or reviews from happy clients
Behind-the-scenes posts or videos that highlight your process
3. Conversion stage: converting leads into clients
When customers are ready to make a decision, they need reassurance and clarity. Your content should make it easy for them to choose you.
Content Ideas:
Detailed service guides explaining exactly what you offer
FAQs addressing common concerns or objections
Limited time offers or booking reminders to create urgency (we recommend using sparingly)
4. Experience stage: delivering value
The experience stage is where your service is delivered, and the focus shifts to exceeding customer expectations.
Content Ideas:
Onboarding guides or welcome packs to help clients understand what happens next
Updates or check-ins during the service to keep clients informed and reassured
Post service guides or tips to help them maximise the value of what you’ve provided
5. Advocacy stage: creating loyal advocates
Happy customers are your best marketers. The advocacy stage focuses on nurturing relationships and encouraging clients to spread the word.
Content Ideas:
Personalised thank-you messages or gifts to show appreciation
Referral programmes or incentives for repeat business
Success stories featuring your clients to showcase their experience
Why this approach to content creation works
By aligning your content calendar with the customer journey, you:
Save time: You’ll know exactly what content to create and when
Improve engagement: Your content will feel relevant and valuable at every stage
Boost conversions: Addressing customer needs and objections directly increases trust and sales
Get Started Today
Mapping your customer journey isn’t just a tool for improving the client experience, it is a powerful way to plan your marketing efforts and create content that drives results.
If you are a service-based business looking to elevate your marketing strategy, we can help you map your customer journey and turn it into a content calendar that works.
Ready to create content that connects? Get in touch to find out more!