Aligning Your Content Strategy with the Customer Journey

The Evolution of SEO: From Keywords to Customer-Centric Content

Search Engine Optimisation (SEO) has evolved beyond traditional keyword rankings as search engines now use natural language processing (NLP) and machine learning to better assess user intent, context and proxies of content quality. Google’s algorithm updates, from Hummingbird to the Helpful Content update, highlight the shift beyond exact match keywords. 

While traditional best practice SEO techniques still play a vital role, modern strategies demand a more holistic approach. The new era of search requires alignment between the content and user behaviour to meet the needs of the audience and achieve the desired results. This involves creating content that is not only relevant, but also valuable and trustworthy.

Brands like Nike are leading the way by using intent mapping and behavioural insights to inform every content touchpoint. By offering tailored app content, targeted social media ads and personalised email campaigns, Nike serves different segments of their audience based on their previous purchasing behaviour and interaction with the brand as examined by The Business Model Analyst.

Understanding the Modern Customer Journey

To create effective content, we first need to understand how the modern customer journey works. The classic funnel no longer reflects how people actually convert. The path to conversion has become non-linear and fluid. Customers often jump between research, evaluation and advocacy. 

In reality, users may discover your brand on social media, research competitors during their lunch break, abandon their decision for weeks, then return after word-of-mouth recommendation. They might also switch devices mid-journey, consult multiple sources, or even become an advocate before making their first purchase. This reflects genuine human behaviour: messy, influenced by emotion, timing and context. (Think with Google, 2020; Wolny & Charoensuksai, 2014; Boston Consulting Group, 2025) 

Rather than treating the journey as a straight line, we should view it as a series of touch points. These typically fall into five phases: 

• Awareness

• Consideration

• Decision or Purchase

• Retention

• Advocacy

Creating Content That Supports Each Stage

Awareness

The first point of contact is awareness. In this stage, users are asking broad questions and exploring a problem. When it comes to search intent, it is mostly informational, sometimes with elements of navigational and is increasingly being captured by AI Overview & AI Mode, resulting in a decrease in Click Through Rate (CTR) because users are obtaining the information they are looking for directly on Google’s Search Engine Results Page (SERP). A July 2025 study from GrowthSRC Media identified that CTR for Google’s top-ranking search result have declined from 28% to 19%. 

The goal in the awareness stage is to provide answers and position your brand as a credible, helpful resource. Consider educational blog content and data-led visuals that spark interest. For example, HubSpot creates a lot of inbound marketing guides which both educate and engage audiences at scale. 

Consideration

Once a user is familiar with the problem, they begin evaluating potential solutions. This stage is about building trust and demonstrating authority. In-depth guides, comparison articles and real-world examples work well here. They provide the substance prospects need to make informed decisions.

Monzo has produced educational guides on topics such as budgeting, saving and financial management. These resources built trust, demonstrated authority in personal finance, and helped users understand how Monzo can fit into their day-to-day money management.

Decision or Purchase

At this stage, the audience is close to converting, but may still need reassurance. The content should remove friction and reinforce trust. Clear product pages, trust signals like reviews from real users and clear pricing can help eliminate doubt and reduce friction. For example, John Lewis offers a Price Promise “Never Knowingly Undersold”, if the same item is available at a lower price from one of 25 selected retailers within seven days, John Lewis will refund the difference, giving customers extra reassurance at the point of purchase.

Retention and Advocacy

The customer journey doesn’t end at the point of conversion. Continued engagement is key to driving loyalty and long-term value. 

Going the extra mile by:

• Producing helpful post-purchase content like setup guides, usage tips and best practice. 

• Having personalised updates and materials such as product care tips, feature updates and loyalty newsletter can help users make the most of their purchase. 

• Encouraging feedback or User Generated Content (UGC) such as photos, reviews or community posts can turn satisfied customers into brand advocates. 

Applying Behavioural Science to Content Strategy

While mapping content to the customer journey provides the framework, many brands still struggle with low engagement and conversion rates. The missing piece? Understanding the psychological principles that actually stimulate user decisions. Behavioural science offers proven techniques to make your journey-mapped content more compelling and effective.

Psychology offers practical tools for improving user engagement and encouraging conversions. Responsible use of the behavioural techniques can make your content more effective without compromising on trust. 

Behavioural Principles in Action

Social proof, for example, shows prospective customers they are not alone in their interest. Highlighting reviews, showcasing popularity or mentioning customer milestones can build confidence. 

• Authority Bias reinforces trust by leveraging credible sources and expert opinions, which directly supports Google’s E-E-A-T framework by demonstrating expertise and authority.

• Social Identity Theory helps you speak directly to your audience's sense of belonging, while the Identifiable Victim Effect makes abstract problems feel personal and urgent.

• Exclusivity Bias can make your content feel more valuable and special to specific segments, and the Peak-End Rule reminds us that users will remember how your content made them feel at key moments and at the conclusion.

Framing content around potential loss of what the user might miss by not acting can also be powerful. This is often referred to as the Fear of Missing Out (FoMO). As Platon explains in Understanding the Influence of Hedonic Motivation and Fear of Missing Out on Online Impulse Purchase Intentions, FoMO makes people act quickly to avoid missing a rewarding deal.

Sharing valuable content upfront encourages people to give back. When people receive something useful, they are inclined to take the next step. Simplifying decisions through clear layouts and fewer choices can help guide users toward action. This helps leave a lasting impression. 

For a deeper dive into psychological principles copywriters can apply, see Ella’s guide on “5 Behavioural Principles Every Copywriter Should Know”

These behavioural principles can complement Google’s quality guidelines. For example, highlighting credible sources and expert voices taps into Authority Bias and also supports signals associated with Experience, Expertise, Authority, and Trust (E-E-A-T). While Google does not use these behavioural terms directly, the underlying practices align with what its evaluators look for in high-quality content.

Aligning Content With Google’s E-E-A-T Framework

Visibility in search results is influenced by how well your content reflects the principles of E-E-A-T. Real world insights and firsthand experience give your content authenticity. Credible sources and data strengthen your expertise. Mentions from reputable publications boost authority. And site transparency, clear authorship, and consistent quality help establish trust.

While E-E-A-T is not a direct ranking factor, Google uses a variety of signals that collectively reflect these qualities.

How to Adapt Your Strategy

Begin reviewing your existing content. Determine which stages of the customer journey each piece of content supports. Once done, identify gaps. You may find that, for example, your brand is strong at the awareness stage, but lacks clear decision-stage resources. 

Next, create a content plan that covers optimisation of existing content and creation of new content. Use behavioural insights to enhance your performance, but always focus on clarity and usefulness. Finally, track how each piece of content is performing using Google Analytics 4 and Google Search Console. Analyse engagement, Organic Click Through Rate, conversion rates and rankings frequently to refine your strategy. 

Key Takeaways

A strong content strategy doesn’t just focus on what people are searching for, it focuses on what they need at each step of their user journey. When you combine that understanding with frameworks like E-E-A-T and behavioural science, your content becomes more than just visible, it becomes valuable. 

This approach not only improves your organic performance, but also builds deeper customer relationships. As a result, the content will attract, convert and keep your audience coming back for more.

Ready to create content that attracts, converts and retains your audience? Get in touch with us today to build a customer-focused content strategy that delivers results.