Content Marketing Brainstorm:

Mapping Content Based on the Client Journey

Mapping Out Marketing Journeys

If you follow my marketing advice and this blog, you know that I focus a lot on knowing your client and making sure your messaging meets them where they are.

I encourage all my clients and all Confident + Consistent Marketing participants to consider a client or potential client’s journey from the moment they learn about your business and services, to their transformation as a lifelong advocate of your work. Not only that client’s experience working with you, but  their experience with your marketing—any storytelling, promotional messaging  or advertising they’ll experience as part of your community. 

There are several stages of this journey to consider and craft with care: building awareness, building trust, developing approval, and encouraging advocacy.

The marketing messages that your client receives should match the stage you’re in together.

This means you should be creating appropriate content for each of these stages, in addition to finding ways to reach clients and nurture them along their journey through the stages.

Content Marketing Brainstorm

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Content Mapping for your Client’s Journey:

How do you create content for each stage? Consider these prompts when brainstorming everything from videos to Instagram posts to emails and gift-giving!

Building Awareness

  • What are your services? 
  • What do you have to offer? 
  • What can you share that educates, inspires, informs? 
  • What value do you provide? 
  • What problem(s) do you solve? 
  • Is there any social proof or media coverage proving your leadership or credibility in your field?

Building Trust

  • How would you describe your strengths and superpowers? 
  • Share some of your clients’ results. 
  • Share some case studies of your work. 
  • What’s your origin story? 
  • How did you build your business? 
  • Can you establish a history of success in your business? Years you’ve been in business? 
  • Who else can speak for you?
  • Is there any social proof or media coverage proving your leadership or credibility in your field? Any testimonials?

At this point, your prospect should be ready to buy from or work with you!

Developing Approval

  • How can you make your communications clearer throughout your project / work together?
  • How can you demonstrate your values? Your mission? 
  • How do you create and amplify an excellent client experience? 
  • What words or gifts of gratitude can you share with your client? 
  • What words or gifts of celebration can you share with your client?

The most important marketing tool during this phase is to do good work and be a pleasure to work with.

Encouraging Advocacy

  • How can you request feedback? 
  • How can you request a written or video testimonial? 
  • How might you ask directly for a referral or introduction to a new client? 
  • What can you check in about after your project is complete? 
  • What can you suggest to your client that furthers their work? Next steps? Next projects? New people to work with?

When you develop these ideas, you need to find the best ways to distribute them.

This is where master planning and automation processes can come in handy! These are things we’ll discuss in my group program this season. Join the Confident + Consistent Marketing program wait list to learn more!


If you don’t know who your ideal client, customer or audience member is, chances are you’re wasting every minute you spend on social media, emails and more.

That’s why we created a worksheet to help you better understand and locate your ideal audience for every service or product or event you have. Totally free to use again and again!

    I strategize, consult and manage digital marketing and communications for small businesses and creative entrepreneurs. I’m based in Brooklyn, because I have a thing for exposed brick, cozy, local coffee shops and the can’t stop, won’t stop energy of New York.

    Because I work with small companies, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. A lot of my clients have a smaller staff, a limited budget and are already stretched thin for time. This leads us to tailor marketing strategies and solutions to each company’s unique needs and actual capacity.

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