What to Post at Every Stage of the Customer Journey: Ethical Content Ideas for Trust-Driven Marketing

If you’re reading this, chances are that you share my thoughts that traditional marketing funnels often feel like a series of hoops designed to push people toward a sale. And if you’re a creative entrepreneur or purpose-driven business owner, that probably doesn’t sit well with you. You want to build relationships, not just conversions. You want to guide, not pressure. You want marketing that feels as thoughtful as your work itself.

The good news? You can create an ethical and sustainable marketing journey that moves people through different touchpoints naturally—without feeling manipulative. It’s all about the right content at the right time to help your audience feel seen, supported, and empowered to make decisions on their own terms.

In this guide, we’ll break down what kinds of content to create for each stage of your customer’s journey, depending on your goals—whether that’s building brand trust, increasing engagement, driving conversions, or growing your email list. If you’re uncertain what a customer journey is, read our article here to get the down low!

The First Hello – Capturing Attention & Building Awareness

Goal: Brand Trust & Visibility

Think of this first stage as the friendly wave across the street—the moment someone first discovers you. This stage is all about getting on their radar in an organic, non-intrusive way. You will often hear this stage referred to as “Reach” or “Exposure”. When reviewing analytics, this is typically the first data point that is measured and tracked. Without achieving this stage, it is pretty difficult (and sometimes even impossible) to achieve the other stages. This type of content should always be built into your content strategy so to secure ongoing new leads.

Best Content to Create for This Stage:
- Social media posts that inspire, entertain, or educate (Reels, carousels, TikToks, Twitter threads, LinkedIn posts)
- Evergreen blog posts optimized for SEO (topics your audience is actively searching for!)
- Podcasts or guest appearances on other platforms (sharing your story and values to other audiences)
- Infographics or shareable visuals on topics your target audience is searching for (Pinterest, Instagram, etc)
- Short-form educational videos (YouTube Shorts, IG Stories, quick video tips)
- Lead with value, not a sale (post helpful, relevant content to start the conversation)

Example: A sustainable small-batch clothing brand might create a Pinterest infographic on "5 Ways to Build a Sustainable Wardrobe." This positions them as an authority while introducing their brand.

The "Tell Me More" Moment – Nurturing Interest & Connection

Goal: Engagement & Relationship-Building

Now that folks have noticed you, they’re deciding if they want to stick around. This is where you nurture trust and establish your credibility. You’re answering their questions, showing your personality, and proving that your brand aligns with their values. Most folks love to skip this phase and go right into selling. We are recommending not to do that, and instead, to focus on relationship building without trying to extract anything from your community. Why this is effective is that it helps you build a human, genuine, and long lasting connection with folks, building trust in the process. Think of this part as the “dating” phase.

Best Content to Create for This Stage:
- Personal storytelling – Share your journey, mission, and values so folks can begin relating to you.
- Behind-the-scenes content – Let them see how you work!
- Interactive content – Quizzes, polls, Q&As to engage with folks, get to know them, and spark convos.
- Community-building content – Invite them to your email list, group, or free event.
- Deep-dive educational content – Webinars, long-form blog posts, case studies.
- Freebies or lead magnets – Guides, checklists, challenges, or toolkits, zines, etc.

Example: A professional coaching business might create a free ongoing live series that helps build an engaged email list while also nurturing trust.

The "I Think I’m Ready" Stage – Encouraging Confident Decisions

Goal: Conversions (Booking, Purchasing, Signing Up)

At this stage, your audience is actively considering your offerings. They need clarity, confidence, and reassurance to take the next step. The key here is making the decision process feel easy, ethical, and empowering—not like a high-pressure sales pitch. What I find is that if you do the first two stages of this process in an ongoing fashion, building stages 1 and 2 into your monthly content strategy, then by this stage the conversions begin to happen naturally. There is no need to force or push people into buying from you if you invest in creating a reciprocal relationship!

Best Content to Create for This Stage:
- Clear & transparent sales pages – No vague pricing or hidden details. Be direct!
- Customer success stories & testimonials – Social proof builds confidence and helps folks relate.
- Personalized email sequences – Nurturing leads based on their interests in an ethically personal way.
- FAQ pages & comparison guides – Answer concerns before they ask.
- Ethical scarcity & urgency – Limited spots, but with integrity (no false FOMO). This means that we do not manipulate pricing just to increase sales!
- Live Q&A sessions – Address real-time questions before launch.

Example: A creative business owner could host a live “Ask Me Anything” Q&A about their process, giving potential customers a low-pressure way to learn more before purchasing.

The "Beyond the Purchase" Experience – Retention & Loyalty

Goal: Creating Lifelong Fans & Referral Advocates

The customer journey doesn’t end when they buy from you—it’s just beginning! A truly sustainable business focuses on long-term relationships rather than one-time transactions. Your goal here is to make them feel valued, supported, and excited to continue engaging with you. Within our Studio we prioritize long term partnerships with the folks we work with. Some individuals we are currently supporting we have been collaborating with for 4+ years! Many individuals who work with us return multiple times or refer us to their community. This is the benefit of investing in an ethical experience for folks.

Best Content to Create for This Stage:
- Personalized thank-you messages – A video or email that feels genuinely appreciative.
- Onboarding sequences – Help them get the most out of their purchase with a clear and easy to navigate onboarding.
- Exclusive access to VIP content – Bonus materials, private communities, extra support.
- Referral or loyalty programs – Reward the individuals who share your work or refer you to others.
- Follow-up surveys – Show you care about their feedback & experience.
- Post-purchase check-ins – Offer continued support via email or community.

Example: A crystal shop could send a "Caring for Your Crystals" guide after a purchase, offering customers to ask questions about how to use their new products, adding extra value while keeping the conversation going.

Ready to Craft A Customer Journey That Feels Like You?

Marketing isn’t about pushing people down a funnel—it’s about creating an experience that feels warm, welcoming, and aligned with your values.

If you want to start implementing this approach:

- Choose one stage to refine (start small, build from there).
- Focus on content that feels natural to you (not just what trends say you “should” do).
- Remember: Marketing is about relationships, not just transactions.

Your community wants to feel seen, supported, and empowered—so give them that experience. And if you need help designing a customer journey that truly reflects your values, reach out! We’d love to support you.

Until next time,

Natalie Brite