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Content Marketing Customer Journey Template

BONUS: Read the customer journey map how-to guide.

Marketing Project Management Social Media Marketing

Content Marketing Customer Journey Map Template

Used 735 times | Updated October 26, 2023

Identify what type of content will most effectively reach your audience. Take a Customer’s Journey through Attraction, Authority, Affinity, and Action content. 

Use This Template

Beautiful living documents, built like web pages.
Join the 190,370 professionals using Xtensio.

Use This Template

Beautiful living documents, built like web pages.
Join the 190,370 professionals using Xtensio.

Identify what type of content will most effectively reach your audience. Take a Customer’s Journey through Attraction, Authority, Affinity, and Action content. 

BONUS: Read the customer journey map how-to guide.

Marketing Project Management Social Media Marketing

What is a Content Marketing Customer Journey Map?

Customer Journey Maps are diagrams that outline the experience of a persona as they interact with a brand, event, product, or service. There are general customer experience principles around research, implementation, and analysis to make the best out of customer journey mapping. Within those perimeters, a customer journey map can take many shapes and forms.

We put a spin on the classic customer journey map to apply it specifically in the content marketing process.

A typical CJM reviews the buyer’s funnel from awareness to advocacy. We replaced this horizontal timeline with the 4 types of content based on their purpose to connect with an audience:

  • Attraction Content. The type of content that helps you reach new audiences. It puts your brand name, brand identity, and a sense of what your company does on your potential customer’s radar. 
  • Authority Content. The type of content that earns your audience’s trust with expert knowledge and useful resources. It may be related to the product and services you provide or focus on establishing domain authority on a particular topic.
  • Affinity Content. This is the content that develops deeper ties with your customers. It may be generated by the community of users and fans, or it may cater to their stories.
  • Action Content. This is the content that earns the bread. It takes all of the above and leads your customers directly to the main call to action you hope they will take: purchase, subscribe, donate, or sign up.

Across this timeline you can identify:

  • Customer Goals and Pain points. List the motivations and needs of your audience that might lead them to your content. Draw from real human insights.
  • Customer Actions. Identify how a customer might come across and interact with your content. These would be activities that fit within their daily routine or actions that they take in a particular context.
  • Touch Points. What medium is likely to touch your audience? From paper to digital, devices to real-life interactions, list points where your content might touch your audience.
  • Content Types. List the format of the content that will best resonate with your audience.
  • Opportunities. Think about what you’re already doing that’s working. What are some untapped opportunities to experiment with? Think analytically (technical SEO, KPIs, conversion rates) but also intuitively (what feels right, what’s true to the brand, what’s unique?)

Check out our Intuitive Guide to Customer Journey Mapping which shows you the essential ingredients to use in a CJM, and ways to activate your instincts during your research process. 

What are other types of Customer Journey maps?
There are 4 main types of Customer Journey Maps.

  • Day in the Life Journey Map
  • Current State Journey Map
  • Future State Journey Map
  • Service Blueprint

We also created a few other variations on the Customer Journey Map for more specific use cases. 

How to create your Content Marketing Customer Journey Map on Xtensio?

  • Click and start editing the template, no account or credit card is required.
    Follow along with the template. Evaluate how things went, and define areas of improvement and clear steps for the future.
  • Work on your folio together on the cloud.
    Add colleagues (or clients) to collaborate on your document. Changes automatically save and sync across all devices, in real time.
  • Share a link. Present a slideshow. Embed. Download a PDF/PNG.
    No more jumping from tool to tool to design different types of deliverables.
  • Customize the template to match your brand guidelines.
    Define your style guide. Add your (or your client’s) brand fonts and colors. You can even pull colors directly from a website to esily brand your Xtensio folios.
  • Reuse and repurpose.
    Save your own custom template. Make edits, and create a limitless number of variations. Merge and bundle with other business strategic documentation.
Content Marketing Customer Journey Map

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Frequently asked questions

What is Xtensio?

Xtensio is the quickest and easiest way for teams to create, share and manage all of their business documents together. Create pitches, sales sheets, reports, case studies, agendas and more. Add images, videos, tables, buttons and other interactive modules. Drag and drop, resize, change backgrounds, colors. Share a link. Present a digital slideshow. Export a PDF/PNG.

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What is a folio? 

An Xtensio folio is a unique online page editor. A living document. It’s a live webpage, a full-screen digital slideshow presentation, and an exportable PDF/PNG document all in one. Folios are responsive, collaborative, and completely customizable. Start with an instructional template or a blank folio to build all your business documents and presentations with the ease of a web builder. Add team members and guests to work together in real time on the cloud. Changes instantly sync to the live version of the folio so both internal and external stakeholders are always up-to-date. Xtensio folios are the next generation of flexible documents and presentations.

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Yes. All Xtensio plans include 128 bit SSL encryption and backups to ensure your data is secure. Here’s more on the range of sharing options on Xtensio, from completely private to public.

Can I create a Customer Journey Map for free?

Yes. Any Xtensio template is FREE TO TRY. No need to add your credit card information to start editing. Create an account if you would like to save and share your work. 

What would I get by upgrading to a premium plan? 

By upgrading to our premium plans, you’ll have a private, branded workspace with your own URL where you, your team members and guests can create and collaborate on multiple presentations and documents.

You’ll be able to lock branding across your deliverables with the team style guide, streamline the creation process with custom templates, unlock exports, add password protection and customize individual shared links, and view project stats to stay updated on all of your projects. Here’s more about our premium plans.

Can I invite colleagues to work on my Customer Journey Map?

Yes! You can invite UX researchers, UX designers, product managers, marketing team members to your document. Work on it together, remotely. As a platform, Xtensio helps improve the way your team works. Here’s more on on real-time collaboration.

Can I modify the Customer Journey Map Template?

Easily. Xtensio’s templates are fully customizable. You can use it as is simply by typing and editing the instructional text, and replacing images. If you’d like to go further apply any style you like. Change colors and fonts to match your branding. With drag and drop editor you can modify the layout, and repurpose the template for your specific needs. 

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Please do. Start with an existing template, modify it to your own needs and visual style, and save it as your team template. Start off new projects based on your own version. Submit a unique template design to us and we will promote it along with your profile!

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