The single most important thing to understand about the customer journey is that it's not a straight line.
There are many, many ways to get from Point A to Point B. And every customer will take their own unique path.
You can't control their journey, but you can help them along their way with the right mix of content and information at different points in the process.
Remember, your customers are all trying to reach the same goal, but they take different paths to get there. Be there to help guide them along, and you'll be able to help them more effectively—and earn their loyalty. The key is knowing where they are at in their journey. Once that's in place, you can tailor your content accordingly.