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A Content Marketing Funnel Explained

A content marketing funnel is a way to let potential customers learn more about your company, find solutions to their issues, and become confident in purchasing from you. Content is more appropriate for each stage of the funnel.

Checklists, videos and infographics are effective at attracting attention, generating leads and keeping readers interested. Templates and guides that are gated perform very well at this point.

Awareness

At this point, consumers know that your brand exists. They are also aware of the solutions you provide. This is where the content is created to educate and inform prospects about the issues your solution solves and also the differences from competitors.

Think about the keywords your audience uses when searching online. Through keyword research, you can find out which terms your audience is searching for and which suggest a need for your product or service. This information can be used to create a content calendar and then decide which content pieces should be specifically targeted to these terms.

Producing content for this stage of the funnel will help you build brand affinity with your customers. The more people learn about your brand, the more confidence they'll have in your capability to solve their problems. This leads to higher conversion rates, whether that's purchase orders, newsletter sign-ups or clickthroughs to your site.

A well-planned strategy for content will assist in closing this conversion gap. For example, if you discover that the majority of your content is targeted at awareness but not enough of it is pushing buyers toward the purchase decision, you can increase spending on advertising campaigns to target middle-funnel keywords.

Social media is yet another method to boost your bottom-of-the-funnel conversion. Social media platforms such as Twitter and Facebook let you interact with your customers directly and give you the chance to show off your dedication to customer service. This can include posting positive reviews on Twitter to promoting special deals.

You can also make use of 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 blog post on why your product is better than a competitor's then you can post it on social networks and encourage readers to sign up to your email list to receive more information. You can also encourage conversions at this stage by asking users to include your name on their social media posts after they have tried your product. This will inspire others to do the same and spread the word about your company.

Consideration

A good content strategy will comprise a variety of content types that attract customers at each stage of the funnel. For example the brand awareness campaigns could include ad content but they should also feature blog posts and infographics that address common objections and concerns. These content pieces can be shared via email and social media to boost organic traffic.

As consumers progress through the decision-making process and begin to look for specific features of products that will help them make a buying 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 customers are asking. Then, you can write answers to these questions and include them in your content funnel map.

In this phase it is essential to present a clear proposition of value that demonstrates the way your product or service can solve their issues and make them more cash. The content should also highlight your brand's uniqueness compared to your competitors.

This is an easy 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, number of payments and click-through rates.

As they move into the advocacy phase and become loyal customers of your brand and share your content because they feel so strongly about it. This is an extremely effective method of growing your audience. You'll need to create content that inspires people share it, rather than simply focus on engagement metrics. Utilize Sprout Social, for example, to track social shares as a result of your content marketing services marketing efforts. This will give you a more accurate picture of your influence.

Decision Making

At the point of making a decision, people are looking for documents that support 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 cost. High-quality content is important at this stage, including product guides videos, case studies, and customer success stories. Customers also want to be capable of asking questions and receive answers from your support team. It's a great way to delight your customers and inspire them to share their experiences.

You're hoping that by this point, the customer will be an advocate for your brand and will promote it to their colleagues and friends. To convert these advocates to enthusiastic customers, you'll have to provide them with valuable content that allows them to make the most of your product or service. This can be done by creating personalised newsletters, tutorial video, free trial offers and loyalty programs.

After your audience has changed from leads into paying customers and paying customers, it's time to concentrate on retention. Content marketing funnels usually focus on revenue as the end goal. However, customers will continue to interact and engage with brands after they make a purchase. It's crucial to reimagine funnels as a dynamic model that includes revenue, not a static model.

The traditional funnels for content marketing are helpful in creating your strategy however, they don't consider the complexity of the buyer's journey. Reimagining the funnel of content marketing as a circular model will help you develop an integrated strategy. By planning for every step of the process, you'll be able to develop content that will engage your audience and increase conversions. You can then use the information from conversions to enhance and test your strategy. Are you ready to see the difference that this strategy can make for your company? Contact us today and request a free content marketing content planner guidebook.

Retention

A funnel for marketing content can be a valuable instrument to aid brands in planning, execute and measure their strategy content marketing. It can also provide insight into the gaps in their content strategy that need to be filled. If a company has a lot of content geared towards awareness and interest but very few pieces aimed at middle of funnel, it must develop content for this stage.

Use tools like Ahrefs, which look at the average time on page and bounce rates of each piece to determine how targeted your content is. The higher the number, the better performing your content.

Once you've written content for the top of your content marketing funnel It's crucial to keep it fresh and relevant. This will keep your audience interested in your brand and its products and services. The best method to accomplish this is by creating new content that focuses on certain keywords, provides answers to questions that are likely to be asked by your customers and provides the most current information regarding your business or product.

When your customers enter MOFU the audience will be looking for more details about your product or services as well as solutions to their issues. It's important to build trust at this stage by providing honest reviews and demonstrating your worth.

The final step of the content marketing funnel is when your customers will make a purchasing decision. This is usually done through gated content that requires an email address or other type of registration to access. The content marketing for b2b is designed to convert the awareness and engagement you've created at the top of your funnel into qualified leads. Your sales team can follow to follow up.

You can still influence your customers' journeys through your brand, even though your sales and support teams are the primary ones responsible for retention of customers. Create what content marketing that will delight your customers throughout the entire process of content marketing. This could include helpful sources, information behind-the-scenes and special promotions that only your target audience will have access to. If you can establish a relationship of trust to your customers, they will become your best advocates and will help reduce the time to sell.