Customer Journey
The customer journey is the full sequence of touchpoints and stages a person moves through — from first becoming aware of a need, through researching the options, to the purchase and beyond — which companies can use to plan content that fits each stage.
In practice
Content that answers early, information-led questions such as "What is X?" needs a different approach from late-stage content about choosing a specific provider. Mapping your existing content against the stages of the customer journey often reveals which stages are still barely covered.