A Content Marketing Funnel Explained
A content marketing funnel is a method to help potential customers learn about your brand, discover solutions to their issues, and become confident in purchasing from you. SICK SEO of content work best for every stage of the funnel.
At the top of the funnel Infographics, videos, and checklists draw attention, generate leads, and keep customers entertained. Gated content, like templates and guides, also works well at this stage.
Awareness
At this point, customers are aware of the existence of your brand. They are also aware of the solutions you offer. At this point the content you create is intended to provide information and help prospects on the problems your solution tackles, as well as how it differs from competitors.
Consider the keywords that your target audience is using to search online. You can conduct keyword research to find out what terms your audience uses when they search online. This will aid you in determining if your product or service is needed. This data can then be used to develop an editorial calendar and decide the types of content that be targeted at those specific terms.
Additionally, creating content for this part of the funnel can help to build brand loyalty with your customers. If your customers are aware about your brand, they'll have more faith in your ability to solve their issues. This results in higher conversion rates for newsletter signups or purchases as well as clickthroughs on your website.
A well-executed content strategy can assist in closing the gap between conversion and purchase at this stage. For example, if you find that the vast majority of your content is targeted at educating, but not enough of it is pushing buyers toward the purchase decision, you can increase the amount of money you spend on advertising campaigns to focus on middle-funnel keywords.
Another way to boost your bottom-of-funnel conversion is through social media. Social media platforms like Twitter and Facebook let you interact directly with your customers, providing you an opportunity to showcase your customer service. This can include posting positive reviews on Twitter to promoting special deals.
You can also use existing content to guide buyers through the funnel, like case studies or blog posts. If you write a blog post explaining the reasons why your product is superior to a competitor's you can share it via social media and invite your readers to join your email list to get more information. You can also encourage conversions at this point by asking users to include your name on their social media posts once they have used your product. This will inspire other users to follow suit and spread the word about the brand.
Then there is the consideration
A good content strategy will include a variety of content types that attract customers at each stage of the funnel. Brand awareness campaigns, for instance could include ad copy, but also blog posts and infographics addressing common concerns and objections. These content pieces can be distributed via email and social media platforms to increase organic traffic.
As consumers move through the process of considering, they begin looking for specific product features that will help them make a purchase decision. This is the perfect time to use FAQ pages. Utilize keyword research tools such as Ubersuggest or search popular industry hashtags to find the questions that your audience is asking. Find answers to these questions, and then put them on your content funnel map.
During this phase, it's crucial to provide an enticing and compelling argument that demonstrates how your product or service can solve their issues and earn them more money. The content should also emphasize the distinctiveness of your brand in comparison to that of your competitors.
This is a straightforward step to evaluate because the consumer is making a purchase. To determine if you're getting the job accomplished, look for metrics such as conversion rate as well as the number of transactions and click-through rates.
As they move into the advocacy stage and become loyal customers of your brand and are more likely to share your content because they feel strongly about it. This is a great way to increase your audience. You'll need to develop content that inspires people share it, instead of simply focusing on engagement metrics. Utilize Sprout Social, for example to track social shares that are a result of your marketing efforts with content. This will give you a more precise picture of the impact you have.
Decision Making
People are looking for content at the decision-making stage that substantiates the purchase and describes how to make use of the product. At this point, they want to be confident that the solution solves their issue and will make their investment worth it. At this stage it is essential to provide high-quality content, such as product guides and case study videos and customer success stories are essential. Your customers also want to be capable of asking questions and get answers from your support team. Offering them customized emails and 24 hour customer support is an excellent way to please your customers and encourage them to share their experiences with others.
At this stage you're hoping that your customer will become a brand advocate and will recommend your product to their friends and colleagues. 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 get the most out of your product or service. Personalized newsletters, tutorial videos free trial offers and loyalty programs are excellent ways to do this.
After your audience has changed from leads to paying customers and paying customers, it's time to concentrate on retention. Content marketing funnels usually concentrate on revenue as the final goal. However, consumers will continue to interact and engage with brands even after they have made a purchase. It's crucial to reimagine a funnel as a dynamic structure that includes revenue, rather than static models.
While traditional funnels for content marketing can help you plan your strategy however, they do not take into account the complexities of the buyer journey. Reimagining the funnel of content marketing as a circular model can help you develop an integrated strategy. By planning for each stage of the journey you'll be able to develop content that will engage your audience and increase conversions. You can then use the data from conversions to optimize and test your strategy. Are you ready to experience the impact that this strategy can bring to your business? Contact us today to request a free content marketing guidebook!
Retention
A funnel for marketing content can be a valuable tool for helping brands plan and execute their strategy. It also gives them an understanding of the gaps in their content strategy that need to be filled. If a brand has lots of content that is geared towards generating the public's attention but only few pieces aimed at the middle of funnel, it must create content specifically for this stage.
Utilize tools such as Ahrefs which analyze the average time spent on a page and bounce rates of each piece to determine how specific your content is. The higher these numbers are the better your content is performing.
It is essential to update and keep relevant the content you write for the top of your funnel. This will ensure that your audience is engaged and curious about your brand and the products or services it offers. This can be achieved by creating content that is focused on key words, addresses questions your audience is likely to look for, and provides the most the latest information regarding your business or product.
When your audience arrives at the MOFU stage they'll want more information on your product or service, as well as solutions to their problems. It's important to build confidence by giving honest reviews and demonstrating the value of your product.
In the last stage of your content marketing funnel your audience will decide whether or not to purchase. This is typically done via gated content that requires an email address or other form of registration in order to access. This content is designed to turn the awareness and engagement that you've built at the top of your content marketing funnel into qualified leads for your sales team to follow up with.
While customer retention is largely in the hands of your sales and support teams, you can influence your customers' journeys with your brand by generating content that delights them throughout the entire marketing funnel. This could include useful sources, information behind-the-scenes and special offers that only your audience will have access to. If you can create a sense of loyalty with your audience they'll become authentic advocates for your product and naturally help reduce the time it takes to sell your product.