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A Content Marketing Funnel Explained

A content marketing funnel can assist potential customers to learn about your company, find solutions to their problems, and then feel comfortable buying from you. Content is better suited to each stage of the funnel.

At the top of the funnel informational videos, infographics and checklists grab attention, create leads, and keep the readers interested. Templates and guides that are gated do well at this stage.

Awareness

At this point, customers are only aware that your brand exists and the solutions you offer. In this stage the content should provide answers and educate prospects on the problems your solution solves, as well as how it differs from competitors.

To understand your content gaps at this stage, you must consider the different types of keywords your audience uses to browse on the internet. By conducting keyword research, you can figure the terms your target audience is searching for that indicate an interest in your product or service. This information can be used to develop a content calendar and decide which content pieces should be specifically targeted to these terms.

As a bonus, creating content for this stage of the funnel helps you build your brand's affinity with your customers. If your customers are more informed about your brand, they'll trust you more in your ability to solve their issues. This translates into higher conversion rates, whether it's newsletter signups, purchases or click-throughs to your website.

A well-planned and executed content strategy can help you close the conversion gap in this stage. For example, if you discover that the majority of your content is targeted at awareness but not enough of it is influencing buyers towards a purchase decision, you could increase the amount of money you spend on advertising campaigns to target middle-funnel keywords.

Another way to increase the bottom-of-the-funnel sales conversion is by using social media. Social media platforms like Twitter and Facebook allow you to interact directly with your customers, giving you the chance to show your customer service. This can include posting positive reviews on Twitter to promoting special offers.

You can also leverage existing content marketing services to push customers to the bottom of the funnel, such as blog posts or case studies. If you write a blog post that explains the reasons why your product is superior to that of a competitor, you can share it via social media and invite your customers to join your email list to receive more details. You can also encourage conversions at this point by asking users to tag you on their social media posts once they have tried your product. This will encourage other people to do the same, and help spread the word about the brand.

Then there is the consideration

A well-planned content marketing strategy includes a mix of content types to engage customers at every stage of the funnel. For example the brand awareness campaigns could contain ads but they should also include blog posts and infographics that provide answers to common issues and objections. This content can be further shared via social media or email to increase organic traffic.

As consumers progress through the decision-making process they begin to search for specific features of the product which will assist them in making an informed purchase decision. This phase is a great time to use FAQ pages. Use tools for keyword research like Ubersuggest, or search popular hashtags in your industry to find questions that your audience asks. Develop answers to these questions, and then add them to your content funnel map.

During this stage, it's important to provide a clear value proposition that shows potential customers what your product or service will solve their problems and earn them more money. This content should also highlight your brand's uniqueness compared to your competitors.

This is a straightforward step to evaluate because the customer is making a purchase. Consider metrics like conversion rate, payment figures and click-through rates to see if your efforts are working.

As consumers reach the point of advocacy your brand is becoming increasingly important to them. They will be sharing your content with others because they feel so passionate about it. This is a good method to increase the number of people who follow your brand. But you'll have to focus on creating content that entices people to share, instead of focusing solely on engagement metrics. Utilize Sprout Social, for example, to track social shares as a result of your marketing efforts with content. This will give you an accurate picture of your influence.

Decision Making

They are looking for content in the decision-making process that confirms the purchase and explains how to use the product. At this point, they want to be sure that your solution will solve their problem and justify the investment. At this stage the need for high-quality content like product guides and case study videos and customer success stories are crucial. Your customers want to be able ask questions and get answers from your support team. Offering them personalized emails and round-the-clock customer service is a great way to delight customers and encourage them to share their experiences with others.

You're hoping that at this point the customer will become an advocate for your brand and will promote it to their colleagues and friends. In order to convert those who are advocates to raving fans, you'll be required to provide them with useful information that will allow them to make the most of your product or service. You can do this by creating customized newsletters, tutorial videos, free trial offers and loyalty programs.

After your audience has converted from leads to paying customers and paying customers, it's time to concentrate on retention. The conventional content marketing funnel models tend to see revenue as the conclusion of the process, however it's important to remember that consumers will continue to interact with brands even after they've purchased. It is crucial to redefine funnels as a dynamic model that includes revenue, not static models.

The conventional content marketing funnels are helpful in creating your strategy, but they do not consider the complexity of the buyer's journey. Reimagining the funnel of content marketing as a circular model will assist you in creating an overall strategy. You can create content that captivates your target audience and increases conversions by planning for each phase of the journey. You can then use the information from these conversions to enhance your strategy and ensure it's working. Ready to see the difference this approach can make to your business? Contact us today to request a complimentary playbook for content marketing.

Retention

A content marketing funnel can be a useful tool to help brands plan and implement their strategy. It can also give them visibility into the gaps in their content strategy that need to be filled. If a brand has a lot of content geared towards awareness and interest but very few pieces aimed at the middle of funnel, it must create content for this stage.

One of the best ways to gauge how well-targeted your content is is to use tools like Ahrefs to look at the average time spent on page and bounce rate of each piece. The higher these numbers are, the more effective your content is.

It is essential to keep up-to-date and relevant the content you create to be at the top of your funnel. This will ensure that your audience remains engaged and interested in your brand and its products or services. The best method to accomplish this is to create fresh content that focuses on specific keywords, answers questions that are likely being searched by your audience and provides the most up-to-date information about your business or product.

As your audience steps onto the MOFU stage they'll be seeking more information on your product or service as well as ways to solve their issues. At this stage it's crucial to build trust by offering authentic reviews and demonstrating value.

In the final stage of your content marketing funnel your audience will decide if or not to purchase. This is achieved through gated content, which requires an email or another form registration to access. This content is designed to transform the interest and awareness you've cultivated at the top of your funnel for content marketing into leads that are qualified for your sales team to follow up on.