A Content Marketing Funnel Explained
A funnel for content marketing helps potential customers to learn more about your brand, solve their problems and feel confident to buy from you. Content is more appropriate for each stage of the funnel.
Checklists, videos and infographics are effective in attracting attention, generating leads and keeping readers interested. Gated content, like guides and templates, also works well at this stage.
Awareness
At this point, customers are aware that your brand exists and the services you offer. This is where the content is designed to educate and inform potential customers about the problems that your solution solves and also the differences from competitors.
Consider the keywords that your target audience is using to search online. Using keyword research, you can figure out which terms your audience is searching for and which indicate an interest in your product or service. This information can be used to create an editorial calendar and determine which content pieces will be targeted at those specific terms.
Producing content for this stage of the funnel will also help you build brand affinity among your customers. The more people learn about your brand, the more confidence they'll have in the ability of your company to solve their problems. This results in higher conversion rates for newsletter signups or purchases and click-throughs on your website.
A well-executed strategy for content can aid in closing this conversion gap. If, for instance you find that most of your content is targeted at generating awareness, but nothing influence customers to make a purchase decision, then you could increase the spending on ads that target middle-funnel keywords.
Social media is a different way to increase your bottom-of funnel conversion. Social media platforms such as Twitter and Facebook permit you to communicate directly with your customers, providing you the opportunity to show off your customer service. This can include posting positive reviews on Twitter to promoting special offers.
You can also make use of existing content to lure buyers to the bottom of the funnel like blog posts or case studies. If you write a blog post that explains why your product is superior to that of a competitor, you can share it via social media and encourage your readers to sign up for your email list to receive more details. You can also encourage conversions at this stage by asking users to tag you on their social media posts once they've used your product. This will inspire others to do the same and spread the word about your brand.
Then there is the consideration
A good content marketing strategy should include a mix of content types to capture consumers throughout the funnel. For instance, brand awareness campaigns might contain ads, but they should also feature blogs and infographics that address common objections and concerns. This content could be further shared via social media and email to increase organic traffic.
As buyers move through the consideration phase and begin to look for specific features in a product that will help them make an informed purchase decision. Frequently asked questions (FAQ) pages are a great type of content for this stage. Utilize tools for keyword research like Ubersuggest or search for popular hashtags in your industry to find questions that your customers are asking. Create answers to these questions and place them in your content funnel map.
In this phase it is crucial to present an enticing and compelling argument that demonstrates how your product or service will solve their problems and make them more cash. The content should also demonstrate the distinctiveness of your brand when compared to that of your competitors.
This is a relatively easy stage to measure, since consumers are making a decision whether they want to buy. To see if you're getting the job accomplished, look for indicators like conversion rates as well as the number of transactions and click-through rates.
When consumers reach the advocacy stage, your brand becomes increasingly important to them. They will share your content with friends because they are so passionate about it. This is a good method to increase the number of people who follow your brand. But rewrite article tool 'll need to concentrate on creating content that encourages people to share, rather than focusing on purely engagement metrics. You might want to consider using a tool such as Sprout Social to track the social shares that result from your content marketing efforts. This will give you a more accurate picture of your influence.
Decision
At the point of making a decision consumers are seeking content that confirms their purchase and outlines how to use the product. At this point, they want to be sure that your solution will solve their issue and justify the investment. At this stage it is essential to provide high-quality content, like product guides as well as case study videos and customer success tales are essential. Your customers would like to have questions answered and get answers from your support staff. Offering them personalized emails and round-the-clock customer service is a great method to please customers and encourage them to share their experiences with others.
At this point you're hoping that your customer will become a brand advocate and promote your product to their colleagues and friends. To turn these advocates into rave customers, you'll need to provide them valuable information that will help them gain the most value from your product or service. You can accomplish this by creating personalized newsletters, tutorial videos, free trial offers and loyalty programs.
It's time to start focusing on the retention of your audience after it has turned from leads into paying clients. Content marketing funnels usually focus on revenue as the end goal. However, customers will continue to interact and engage with brands after they make an purchase. It's crucial to reimagine the funnel as a dynamic structure that incorporates revenue, not a static model.
The traditional funnels for content marketing are helpful in creating your strategy, but they do not take into account the complexity of the buyer's journey. Instead, reimagining the funnel as loops will assist you in developing an effective and more holistic content marketing strategy. You can create content that engages your audience and boosts conversions by planning for each phase of the journey. You can then use the information from these conversions to improve your strategy and make sure that it's working. Ready to see the difference that this strategy can make to your business? Contact us today and request a complimentary playbook for content marketing.
Retention
A funnel for content marketing is a helpful tool that can help brands plan their strategy, execute it, and measure its effectiveness. It can also provide visibility into the gaps in their strategy for content that must be filled. If a brand has lots of content targeted at generating the public's attention but only few pieces targeted at the middle of funnel, it should create content for this stage.
An excellent way to determine how targeted your content is to utilize tools such as Ahrefs to analyze the average time on page and bounce rate of each piece. The higher the number, the more effective your content.
After you've put together content that will be at the top of your funnel for marketing content It's essential to keep it fresh and relevant. This will ensure that your audience remains interested and engaged in your brand and the products or services it offers. The best way to do this is to create new content that is focused on specific keywords, provides answers to questions that are likely to be sought by your target audience, and highlights the most recent information on your business or product.
As your audience enters the MOFU stage, they'll be looking for more information on your product or service, as well as ways to solve their problems. It's also important to build trust by giving honest reviews and demonstrating the value of your product.
The final step of the funnel for content marketing is when your customers will make a purchasing decision. This is typically done via gated content that requires an email address or other type of registration to gain access. This content is meant to turn the engagement and awareness you've created at the top of your funnel for content marketing into qualified leads for your sales team to follow up on.
You can still influence the customer journeys through your brand, even though your support and sales teams are primarily responsible for retention of customers. Create content that will delight your customers throughout the entire funnel of content marketing. This can include useful resources, behind the scenes information and special offers that only your customers have access to. If you can build trust to your customers, they will be your greatest advocates and will help reduce the time to sell.