Simple as 1-2-3: User Journey Mapping & Content Creation

Source:  Medium

Source: Medium

Most companies today are completely out of touch with their actual customer. Examples of this abound, from that terribly awful Pepsi Ad to the all too frequent data breaches from the tech behemoths and their subsequent insincere apologies.

In the daily running of a company, in the pursuit of profit and maximizing shareholder value, companies lose sight of what’s most important: their users.

A question every business must ask itself is, “how well do we actually know our users?” The follow-up question to that is, “are we giving our users what they actually want?” This post, adapted from a post by The Content Strategist, focuses specifically on how you can create content that your users actually want.

The User Journey

Most brands have forgotten about the user journey, which is a user’s entire interaction with your company once they are aware of your solution. There are three steps in the user journey: awareness, consideration, and decision. The awareness stage is when a user realizes they have a problem and starts looking for solutions. The consideration stage is when a user evaluates different solutions (including yours). The decision stage is when the user selects a solution.

Companies are reactive. They blindly follow current trends and blast out meaningless, thoughtless content, resulting in huge blunders and the loss of millions of potential customers and revenue dollars.

With so many available options, it is so easy for a customer to exit at any point along their user journey. It just takes one bad experience, one #deleteuber or #deletefacebook movement.

As content marketers, our role is to give the customers a reason to stay. And we can do that by being deliberate and thoughtful about the content we produce, the user it is for, and what point along the user journey they are in.

Content creation is actually not that complicated. It’s as simple as plotting your user’s journey and then mapping content to it. Here’s a fun graphic showing you how.

In practice, once you decide on what content solves what pain point, you will end up with an chart or spreadsheet that looks a bit like this:

The Mapping

Okay, we talked about the user journey. Now, to decide what content to actually map to the different points of the user journey, just follow 3 simple steps.

Step 1: Establish your top traffic drivers from Google Analytics to see where your customers are coming from.

Step 2: Using the source, determine which stage of the user journey users are in. For example, organic traffic is likely to be problem aware.

Step 3: Sketch it out and fill in the gaps.

Write out the entire journey your user takes from first contact to conversion. An example would look something like this:

Google search → click on website →  Read FAQ docs and case studies → email you for a demo → try the product → watch how-to videos → convert to customer

Draw out what your current content looks like and who it is tailored towards. Which one of your three customers’ pain points does it address? Any of them? Which stage of the journey (awareness, consideration, decision) is your current content tailored towards?

You can now see your gaps and what content should fill them.

Start Converting Leads to Customers

Now you’re ready to start converting leads to customers with great, tailored content! For more information and help with your journey, reach out to The Port at and catch more insights from our Marketing for Startups workshop presentation.