Content Marketing Customer Journey Map Template
Identify what type of content will most effectively reach your audience. Take a Customer’s Journey through Attraction, Authority, Affinity, and Action content.
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Join the 102,994 professionals using Xtensio.
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 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.
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?
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Follow along with the template. Evaluate how things went, and define areas of improvement and clear steps for the future.
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- Customize the template to match your brand guidelines.
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- 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.
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