A Content Marketing Funnel Explained
A funnel for marketing content helps potential customers learn more about your brand and solve their issues. They also be confident about buying from you. Content is better suited to each stage of the funnel.
Checklists, videos and infographics are effective in drawing attention, generating leads and keeping readers engaged. Gated content, like guides and templates, also works well at this stage.
Awareness
At this point, consumers are aware of the existence of your brand. They are also aware of the solutions you provide. At this point, content is meant to provide information and help prospects about the issues your solution addresses, as well as what makes it different from competitors.
Take note of the keywords your target audience is using to search online. By conducting keyword research, you will find out which terms your customers are searching for that suggest an interest in your product or service. These information can be used to build a content calendar and then decide which content pieces are specifically targeted to these terms.
Creating content for this stage of the funnel can aid in building brand loyalty with your customers. If your customers are aware about your brand, they'll trust you more in your ability to solve their problems. This leads to higher conversion rates for newsletter signups or purchases and click-throughs on your website.
A well-planned content strategy can also assist in closing the gap in conversion at this stage. If, for instance, you observe that the majority of your content is targeted at raising awareness, but nothing is influencing customers to make a purchase decision, then you can increase the spending on marketing campaigns that target middle-funnel keyword phrases.
Another way to increase the bottom-of-the-funnel sales conversion is by using social media. 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 everything from retweeting good reviews to promoting special deals.
You can also make use of existing content to push buyers down the funnel, like blog posts or case studies. For instance, if you write a blog post explaining why your product is better than a competitor's and you want to post it on social networks and ask readers to subscribe to your email list to receive more information. You can also encourage a conversion at this point by asking your followers to tag you on their social media posts after having used your product. This will inspire other users to do the same and will help spread the word about the brand.
Then there is the consideration
A successful content strategy will comprise a variety of content types that attract customers at every stage of the funnel. For instance the brand awareness campaigns could contain ads however, they should also feature blog posts and infographics which provide answers to common issues and objections. The content can then be distributed via social media and email to drive organic traffic.
As buyers move through the consideration phase, they begin looking 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 stage. Utilize keyword research tools such as Ubersuggest or search for popular hashtags in your industry to discover the questions that your audience is asking. Create answers to these questions, and then place them on your content funnel map.
During this stage it is crucial to present an unambiguous value proposition that demonstrates to potential customers what your product or service will solve their issue and make them more money. This content should also highlight the distinctiveness of your brand compared to your competitors.
This is a straightforward stage to gauge because the customer is making a purchase decision. To see if you're getting the job completed, check out indicators like conversion rates as well as the number of transactions and click-through rates.
As consumers reach the advocacy stage, your brand becomes more and more important to them. They will be sharing your content with others because they feel so passionate about it. This is a powerful way to grow your audience. You'll need to develop content that encourages people to share it, rather than simply looking at engagement metrics. Utilize Sprout Social, for example, to track social shares as a result of your content marketing efforts. This will give you a precise image of your impact.
Decision Making
At the decision stage the buyers are looking for documents that support their purchase and outlines how to utilize the product. At this point, they need to know that your product will resolve their problem and will make their investment worth it. At this stage, high-quality content, such as product guides as well as case study videos and customer success stories are essential. Your customers want to be able ask questions and get answers from your support staff. It's a great method to impress your customers and to encourage them to by sharing their experiences.
At this point you're hoping that your customer will become a brand advocate and will recommend your product to their friends and colleagues. To turn these advocates into enthusiastic customers, you'll be required to provide them with relevant content that allows them to gain the most value from 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 typically focus on revenue as the final goal. However, customers will remain in contact and interact with brands after making an purchase. This is why it's important to reimagine the funnel as a loop model, rather than a static structure that ends with revenue.
While traditional funnels for content marketing can aid in planning your strategy however, they do not take into account the complexities of the buyer journey. Instead reinventing the funnel as loop models can assist you in developing an effective and more holistic content marketing strategy. By planning for every stage of the journey you'll be able to create 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 discover how this strategy can benefit your business? Contact us today and request a free content marketing guidebook.
Retention
A funnel for content marketing can be a useful tool to help brands plan and implement their strategy. It can also assist them in identifying the gaps in their approach. If a company has a lot of content targeted at generating attention and interest, but only a few pieces aimed at middle of funnel, it needs to create content 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 more high these numbers are, the more efficient your content is.
Once you've created content that will be at the top of your content marketing funnel It's essential to keep it current and relevant. This will ensure that your audience stays engaged and curious about your brand and the products or services it offers. This can be done by creating new content that is focused on key words, addresses questions that your audience is likely to look for, and provides the most current information about your industry or product.
As your audience enters the MOFU stage, they'll be looking for more details about your product or service as well as ways to solve their problems. It's also important to build trust at this stage by providing honest reviews and demonstrating the value of your product.
In tools of content marketing SICK SEO of your content marketing funnel your audience will decide whether or not to purchase. This is achieved through gated content that requires an email or other form registration to access. This content is designed to turn the awareness and engagement that 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 largely falls into the hands of your support and sales teams, you can still influence the journeys of your customers your brand by creating content that delights customers throughout the entire marketing funnel. This could include useful resources, behind-the-scenes information and special offers that only your audience will be able to access. If you can build trust to your customers, they will be your greatest advocates and help to reduce your sales cycle.