What is customer journey content? Definition and examples

Definition

Customer journey content is material matched to buying stages: awareness (blog posts), consideration (comparison guides), and decision (testimonials, case studies) to guide prospects toward purchase.

Why it matters

Most solo creators waste 60% of their content effort talking to the wrong audience at the wrong time. A productivity coach in Seattle spent three months posting Instagram tips about "boost your focus"-awareness content-but wondered why nobody bought her $297 course. When she added consideration content (a free email series comparing different productivity methods) and decision content (a case study showing a client's before/after calendar), her conversion rate jumped from 0.8% to 4.2%. That's five times more sales from the same traffic, simply by creating content for people who were already interested, not just scrolling.

Example

A Shopify store selling standing desks in Portland posted three times weekly on TikTok with ergonomic tips and posture exercises-all awareness content. Their 12,000 followers loved the tips, but monthly revenue stayed flat at $8,400. Nobody knew they actually sold desks.

They restructured their content calendar: Mondays stayed awareness (posture tips), Wednesdays became consideration (standing desk vs. treadmill desk comparisons, "how to choose your first standing desk"), and Fridays shifted to decision (customer unboxing videos, 30-day transformation stories). They repurposed the Wednesday videos into a blog post each week and the Friday testimonials into email sequences for their list. Three months later, revenue hit $19,200 monthly-a 128% increase-with the same posting frequency. The middle and bottom content converted browsers into buyers.

How to apply

1. List your last 10 pieces of content and label each: awareness (introduces problem), consideration (compares solutions), or decision (proves you're the right choice)-most creators have 90% awareness content
2. Block your calendar into thirds: create one awareness piece, one consideration piece, one decision piece each week
3. Turn every awareness blog post into a consideration piece by adding a "how to choose" section comparing 3-4 approaches (including yours)
4. Record one customer result story monthly-film a 60-second testimonial or write a before/after case study-and use it across email, social, and your website
5. In your email welcome sequence, send awareness content in email 1-2, consideration in email 3-4, decision in email 5-6
6. When planning content batches, fill this template for each stage: "Someone searching for [problem]" (awareness), "Someone comparing [solution types]" (consideration), "Someone deciding between [you vs. competitors]" (decision)

Related terms

• Tofu Content - Top-of-funnel content is another name for awareness-stage customer journey content
• Mofu Content - Middle-of-funnel content covers the consideration stage where prospects evaluate options
• Bofu Content - Bottom-of-funnel content handles the decision stage when buyers are ready to purchase