Definition
Customer journey content is material created for specific stages of the buying process: awareness (when someone realizes they have a problem), consideration (when they're comparing solutions), and decision (when they're ready to buy). Instead of creating random posts, you match content types to where people are in their journey—blog posts for awareness, comparison guides for consideration, testimonials for decision.
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
- 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
- Block your calendar into thirds: create one awareness piece, one consideration piece, one decision piece each week
- Turn every awareness blog post into a consideration piece by adding a "how to choose" section comparing 3-4 approaches (including yours)
- 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
- In your email welcome sequence, send awareness content in email 1-2, consideration in email 3-4, decision in email 5-6
- 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
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