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A Content Marketing Funnel Explained

A content marketing funnel helps potential customers to learn more about your brand and solve their issues. They also feel comfortable buying from you. Content is more appropriate for every stage of the funnel.

At the top of the funnel, infographics, videos, and checklists attract attention, bring in leads, and keep readers interested. Gated what content marketing, such as templates and guides works well at this stage.

Awareness

At this stage, consumers know that your brand exists. They are also aware of the solutions you offer. This is where the content is created to educate and inform prospects about the problems that your solution solves and its distinct features from competitors.

Think about the keywords your target audience is using to search online. Through keyword research, you can find out which terms your audience is searching for and which indicate the need for your product or service. These data can be used to develop a content calendar and then decide which content pieces should be specifically targeted to these terms.

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

A well-planned and executed content strategy can assist in closing the conversion gap in this stage. If, for instance you observe that the majority of your content is targeted at generating awareness, but not enough influence customers to make a purchase decision, then you could increase the spending on marketing campaigns that target middle-funnel keyword phrases.

Another way to increase your bottom-of-funnel conversion is through social media. Social media platforms such as Twitter and Facebook allow you to interact directly with your customers, providing you an opportunity to showcase your customer service. This could include anything from retweeting good reviews to promoting special offers.

You can also leverage existing content to push buyers to the bottom of the funnel for a lower cost, such as blog posts or case studies. If you write a blog article explaining 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 receive more information. You can also encourage a conversion in this stage by asking your followers to tag you in their social media posts after having used your product. This will encourage others to do the same and help spread the word about your brand.

Consideration

A well-planned content marketing strategy should include various types of content to engage customers at every stage of the funnel. Brand awareness campaigns, for example may include ads as well as blog posts and infographics to address common concerns and objections. These content pieces can be distributed via email or social media to increase organic traffic.

As consumers progress through the consideration phase, they begin looking for specific features in a product which will assist them in making an informed purchase decision. Frequently asked questions (FAQ) pages are an excellent content type to use in this phase. Use tools for keyword research such as Ubersuggest or search popular hashtags for your industry to find people who are asking. Develop answers to these questions and then put them on your content funnel map.

During this phase, it's crucial to provide an unambiguous proposition that shows how your product or services can solve their issues and make them more cash. This content should also highlight the distinctiveness of your brand compared to the brands of your competition.

This is a relatively simple step to measure, as consumers are making a choice whether they want to buy. Examine metrics such as conversion rate, payment numbers and click-through rates to determine if your efforts are working.

As they move into the advocacy stage they become loyal fans of your brand. They also share your content because they feel so strongly about it. This is a great way to increase your audience. You'll need to create content that is inspiring people to share it, rather than just looking at engagement metrics. You might want to consider using a tool like Sprout Social to track the social shares that result from your content marketing efforts. This will give you a more accurate view of the impact you have.

Decision Making

In the final phase, people are looking for content that confirms their purchase and provides instructions on how to use the product. At this point, they need to know that your product will solve their issue and will make their investment worthwhile. At this point the need for high-quality content such as product guides, case study videos, and customer success tales, content marketing strategy is essential. Your customers also want to be in a position to ask questions and get answers from your support team. Providing them with 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 by this point, the customer will turn into an advocate for your brand and spread the word about it to their friends and co-workers. To convert these advocates into enthusiastic customers, you'll be required to provide them with relevant content that allows them to get the most from your product or service. Personalized newsletters tutorial videos and free trial offers and loyalty programs are great methods to achieve this.

After your audience has changed from leads to paying customers and content marketing strategy paying customers, it's time to concentrate on retention. The traditional funnel for content marketing models tend to see revenue as the conclusion of the journey, but it's important to remember that consumers continue to engage with brands after they've completed a purchase. It is crucial to redefine a funnel as a dynamic structure that incorporates revenue, not an unchanging model.

The standard funnels for content marketing are helpful in creating your strategy however they do not take into consideration the complexity of the buyer's journey. Instead, reimagining the funnel as loop models can assist you in developing a more holistic and effective content marketing strategy. You can create content that is engaging your audience and boosts conversions by planning for each stage of the process. You can then use the data from conversions to improve and test your strategy. Are you ready to see how this approach can benefit your business? Contact us today to request a free content marketing playbook!

Retention

A funnel for marketing content can be a useful instrument to aid brands in planning and implement their strategy. It will also help them determine the weaknesses in their approach. If a brand has lots of content geared towards attention and interest, but only a few pieces aimed at middle of funnel, it needs to create content for this stage.

One of the best ways to gauge how well-targeted your content is is to utilize tools such as Ahrefs to determine 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 to be the top of your funnel for marketing content It's crucial to keep it current and relevant. This will keep your audience interested in your brand, its products and services. This can be accomplished by creating new content that is focused on keywords, addresses questions your audience is likely to search for, and highlights the latest information regarding your business or product.

When your audience arrives at the MOFU stage they'll want more details about your product or service as well as ways to solve their problems. In this moment it is crucial to establish trust by offering honest reviews and demonstrating value.

In the final phase of your content marketing funnel your audience will decide whether or not to purchase. This is accomplished through gated content, which requires an email address or other form of registration to gain access. The purpose of this content is to turn the engagement and awareness you've created at the top of your funnel for content marketing into leads that are qualified for your sales team to follow up on.

While customer retention falls mainly into the hands of your sales and support teams, you can be a part of your customers' journeys with your brand by creating content that entices them throughout the entire content marketing funnel. This can include useful resources, behind the scenes details and special deals that only your customers have access to. If you can build trust with your audience, then they will become your most loyal advocates and help to reduce the time to sell.