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A Content Marketing Funnel Explained

A content marketing funnel can let potential customers learn more about your company, find solutions to their issues, and then feel comfortable buying from you. Content is best suited for each stage of the funnel.

Checklists, videos, and infographics are effective in drawing attention, generating leads and keeping readers engaged. Guides and templates that are gated do very well at this point.

Awareness

At this point, customers are aware of the existence of your brand and the solutions you provide. This is where the content is designed to educate potential customers and inform them about the challenges your solution addresses and its distinct features from competitors.

Take note of the keywords your customers use when searching online. You can conduct keyword research to find out what is a content marketer terms your customers use when searching online. This will help you determine if your product or service is required. These information can be used to develop an editorial calendar and determine which content pieces should be targeted at these terms.

As a bonus, creating content for this stage of the funnel helps to build brand loyalty with your customers. The more your consumers know about your brand, they will have greater confidence in your ability to solve their issues. This results in higher conversion rates for newsletter signups and purchases and click-throughs on your website.

A well-executed strategy for content can also help you close the gap in conversion. If, for instance you discover that the majority of your content is aimed at increasing awareness, but nothing influences buyers to make a purchase decision, you may increase your spending on advertising campaigns targeting middle-funnel keyword phrases.

Social media is a different way to increase your bottom-of funnel conversion. Social media platforms such as Twitter and Facebook let you interact directly with your customers, giving you the opportunity to show off your customer service. This can include everything from retweeting good reviews to promoting exclusive offers.

You can also use existing content to lure customers to the bottom of the funnel for a lower cost, such as blog posts or case studies. For example, if you write a post about why your product is better than the competition's and you want to share it on social media and encourage readers to sign up to your mailing list for more information. You can also encourage a conversion at this stage by asking your audience to tag you on their social media posts after using your product. This will inspire other users to do the same and will help spread the word about the brand.

Then there is the consideration

A well-planned content strategy should comprise a variety of content marketing examples types that attract customers at every stage of the funnel. For instance campaigns to promote brand awareness could include ads however, they should also include blog posts and infographics which provide answers to common issues and objections. The content can then be shared via social media or email to increase organic traffic.

As buyers move through the decision-making process when they are considering their options, they begin looking for specific characteristics of products that will help them make a buying decision. Frequently asked questions (FAQ) pages are a great type of content for this phase. Utilize tools for keyword research, such as Ubersuggest or Google search for popular hashtags in your industry to find questions that your readers ask. Develop answers to these questions and then place them on your content funnel map.

During this phase it is crucial to present an enticing and compelling argument that demonstrates how your product or service will solve their problems and generate more revenue. The content should also emphasize the uniqueness of your brand when compared to your competitors.

This is a relatively easy stage to measure, since consumers are making a choice whether or not to purchase. Consider metrics like conversion rates, payment numbers and click-through rates to determine if your efforts are working.

As they reach the stage of advocacy your brand becomes more and more important to them. They will be sharing your content with their friends because they feel so passionate about it. This is an extremely effective method of growing your audience. But you'll have to focus on creating content that entices people to share, instead of focusing solely on engagement metrics. Consider using a tool like Sprout Social to track the social shares that result from your content marketing efforts. This will give you a much more accurate view of your influence.

Decision

The majority of people are looking for information in the decision-making process that substantiates the purchase and describes how to use the product. At this point they want to be certain that your product will solve their problem and justify the cost. It is crucial to have high-quality content at this point, including product guides video, case studies and customer success stories. Your customers want to ask questions and get answers from your support staff. Sending them personalized emails and round-the-clock customer support is an excellent way to delight customers and encourage them to share their experiences with others.

It is your hope that at this stage the customer will become an advocate for your brand and promote it to their coworkers and friends. To convert these advocates into raving fans you'll need to provide them with relevant content that will help them get the most out of your product or service. Personalized newsletters videos, tutorials free trial offers and loyalty programs are excellent methods to achieve this.

It's time to focus on the retention of your audience after it has turned from leads into paying customers. The traditional funnel for content marketing models tend to see revenue as the end of the journey, however it is important to remember that consumers will continue to interact with brands after they have made a purchase. For this reason, it's crucial to think of the funnel as a loop model rather than a static structure that ends with revenue.

While conventional content marketing funnels can help you plan your strategy however, they do not take into account the complexity of the buyer's journey. Reimagining the funnel of content marketing as circular models will help you develop an integrated strategy content marketing. You can create content that captivates your audience and drives conversions by planning for each stage of the journey. You can then use the data from these conversions to enhance your strategy and make sure that it is working effectively. Are you ready to see the difference this approach can bring to your company? Contact us today to request a complimentary content marketing playbook!

Retention

A funnel for marketing content can be a powerful tool to help brands plan, execute and measure their strategy. It will also help them determine the areas where they are lacking in their strategy. If a brand has a lot of content targeted at generating the public's attention but only few pieces aimed at middle of funnel, it must create content specifically for this stage.

Utilize tools such as Ahrefs which look at the average time on page and bounce rates of each piece to determine how targeted your content is. The higher these numbers are, the better performing your content.

Once you've created content to be the top of your funnel for marketing content It's essential to keep it fresh and relevant. This will ensure that your audience remains engaged and interested in your brand and its products or services. This can be done by creating new content which focuses on keywords, answers questions that your target audience is likely to search for, and provides the most the latest information regarding your industry or product.

As your audience enters the MOFU stage, they'll be looking for more information on your product or service as and ways to resolve their issues. In this moment, it's important to build trust by offering authentic reviews and demonstrating value.

The final stage of the content marketing funnel is when your target audience will make a purchasing decision. This is usually done through restricted content that requires an email address or another form of registration in order to gain access. This content is designed to turn the awareness and engagement you've created at the top of your funnel into qualified leads. Your sales team will then follow to follow up.

You can still influence the customer journeys through your brand, even if the sales and support teams are primarily responsible for customer retention. Create content that will delight your customers throughout the entire process of content marketing. This can include useful information, behind-the-scenes details and special deals that only your customers have access to. If you can build loyalty to your customers, they will become your most loyal advocates and will help you reduce the time to sell.