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A Content Marketing Funnel Explained

A content marketing funnel is a way to let potential customers learn more about your brand, discover solutions to their problems and become confident in purchasing from you. Content is better suited to each stage of the funnel.

At the top of the funnel Infographics, videos, and checklists draw attention, create leads, and keep the readers interested. Gated content, such as templates and guides, also is effective at this point.

Awareness

At this point, consumers are aware that your brand exists. They are also aware of the solutions you offer. This is where the content is created to educate and inform potential customers about the challenges your solution addresses and its distinct features from competitors.

Think about the keywords your customers use when searching online. Keyword research can be used to determine the terms your target audience is using when searching online. This will aid you in determining if your product or service is in demand. This information can then be used to create an editorial calendar and decide which content marketing trends pieces will be targeted at those specific terms.

Producing content for this stage of the funnel can help you build brand loyalty with your customers. If your customers are more informed about your brand, they will have greater confidence in your ability solve their problems. This leads to higher conversion rates for newsletter signups and purchases, as well as clickthroughs on your website.

A well-planned and executed content strategy can also assist in closing the gap in conversion at this stage. If, for instance, you find that most of your content is aimed at generating awareness, but nothing influences buyers to make a purchase decision, you may increase your spending on ads that target middle-funnel keywords.

Another method to increase the bottom-of-the-funnel sales conversion is by using social media. Social media platforms like Twitter and Facebook permit you to communicate directly with your customers, giving you the opportunity to show off your customer service. This can range from posting positive reviews on Twitter to promoting special deals.

You can also utilize content that is already available to help buyers move through the funnel, such as case studies or blog posts. If you write a blog post explaining why your product is superior to a competitor's you can share it via social media and ask your customers 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 tried your product. This will motivate other people to follow suit and spread the word about the brand.

Then there is the consideration

A well-planned content marketing strategy incorporates a mix of content types to engage customers throughout the funnel. For instance, brand awareness campaigns might contain ads however, they should also feature blog posts and infographics which address common objections and concerns. These content pieces can be shared via email and social media to increase organic traffic.

As buyers move through the consideration phase they begin to search for specific features in a product that can help them make an informed purchase decision. Frequently asked questions (FAQ) pages are a great content type for this phase. Utilize tools for keyword research, such as Ubersuggest or search for popular hashtags within your industry to discover questions that your customers are asking. Create answers to these questions and then put them on your content funnel map.

During this stage it is crucial to present an enticing and compelling argument that shows the way your product or service will solve their problems and make them more cash. This content should also highlight the uniqueness of your brand when compared to the brands of your competition.

This is an easy stage to measure because the customer is making a purchase. To see whether you're getting it done, look for metrics like conversion rate or the number of payments made and click-through rates.

When consumers reach the advocacy stage your brand becomes increasingly important to them. They will be sharing your content with others because they are so passionate about it. This is a great method to increase the number of people who follow your brand. But you'll need to concentrate on creating content that entices people to share, instead of focusing solely on engagement metrics. 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 clear image of your impact.

Decision Making

At the decision stage the buyers are looking for information that proves their purchase and outlines how to utilize the product. At this stage they want to make sure that your solution will solve their issue and justify the investment. Quality content is essential at this point, such as product guides videos, case studies and customer stories of success. Your customers want to ask questions and receive answers from your support staff. Sending them personalized emails and 24/7 customer support is an excellent way to please your customers and encourage them to share their experience with others.

At this point you're hoping that your customer will become a brand ambassador and will recommend your product to their colleagues and friends. To turn those who are advocates to raving fans, you'll be required to provide them with useful content that will help them make the most of your product or service. Personalized newsletters tutorial videos, free trial offers, and loyalty programs are great methods to achieve this.

It's time to begin focusing on retention after your audience has turned from leads into paying customers. Content marketing funnels typically focus on revenue as their final goal. However, customers will remain in contact and interact with brands after making an purchase. This is why it's crucial to think of the funnel as a loop model, rather than a static structure that ends with revenue.

While conventional content marketing funnels can aid in planning your strategy however, they do not take into account the complexity of the buyer's journey. Reimagining the funnel of content marketing as circular models will help you develop an overall strategy. By planning for every step of the journey, you'll be able to create content that will engage your audience and increase conversions. Then, you can use the information from these conversions to improve your strategy and ensure that it's working. Are you ready to see how this approach will benefit your company? Contact us today and request a complimentary content marketing guidebook.

Retention

A content marketing funnel can be a powerful tool for helping brands plan and implement their strategy. It can also assist them in identifying the gaps in their strategy. For instance when a company has a lot of content targeted at generating the public's attention and interest, but a small amount aimed at the middle of the funnel, they should be focusing on creating content for this stage.

Utilize tools such as Ahrefs which look at the average time on a page and bounce rates of each piece to determine how specific your content is. The higher the number, the more effective your content.

It is essential to update and keep relevant the content you create to be at the top of your funnel. This will keep your audience interested in your brand, its products and services. This can be done by creating new content which focuses on keywords, answers questions your audience is likely to search for, and provides the latest information regarding your industry or product.

As your audience steps onto the MOFU stage they'll be seeking more details about your product or service as and ways to resolve their issues. It's also crucial to establish confidence by providing honest reviews and demonstrating the value of your product.

In the final phase of your content marketing funnel, your audience will decide if they want to purchase. This is achieved through gated content that requires an email or another form of registration to access. This content marketing services what is content marketing designed to transform the interest and awareness you've built at the top of your content marketing funnel into leads that are qualified for your sales team to follow up with.

You can still influence your customers' journeys through your brand, even though your support and sales teams are primarily responsible for retention of customers. Create content that delights your customers throughout the entire funnel of content marketing. This can include helpful resources, behind-the-scenes information and special offers that only your audience will have access to. If you can build trust with your audience, then they will become your best advocates and will help you reduce your sales cycle.