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A Content Marketing Funnel Explained

A content marketing funnel can assist potential customers to learn about your brand, discover solutions to their problems and become confident in purchasing from you. Content is better suited to every stage of the funnel.

Checklists, videos and infographics are effective at getting attention, creating leads and keeping readers engaged. Gated content, such as templates and guides is effective at this point.

Awareness

At this point, consumers are aware of the existence of your brand and the solutions you provide. In this stage, content is meant to provide information and help prospects on the problems your solution tackles, as well as the ways it differs from competitors.

Think about the keywords your target audience is using to search online. Through keyword research, you can figure the terms your target audience is searching for and which suggest an interest in your product or service. These information can be used to develop an editorial calendar and determine which content pieces should be targeted at these terms.

Producing content for this stage of the funnel will help you build brand affinity with your customers. The more people are aware of your brand, the more confidence they'll have in your capability to solve their issues. This leads to higher conversion rates, whether that's newsletter signups, purchases or clickthroughs to your site.

A well-planned and executed content strategy can aid in closing the gap in conversion at this stage. For instance, if discover that the majority of your content is aimed at educating, but not enough is helping buyers make a purchase decision, you may increase your advertising budget to target middle-funnel keywords.

Another way to boost the bottom-of-the-funnel sales conversion is by using social media. Social media platforms like Twitter and Facebook allow you to interact with your customers directly and give you the chance to show your customer care. This can include retweeting good reviews to promoting special offers.

You can also use existing content to help buyers move through the funnel, such as blog posts or case studies. If you write a blog post that explains the reasons 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 details. You can also encourage conversions at this stage by asking users to tag you on their social media posts once they have used your product. This will encourage other people to do the same and will help spread the word about the brand.

Then there is the consideration

A well-planned content marketing strategy should include the use of a variety of types of content to capture consumers throughout the funnel. For instance campaigns to promote brand awareness could contain ads however, they should also feature blog posts and infographics which provide answers to common issues and objections. These content pieces can be shared via email and social media to increase organic traffic.

As consumers progress through the decision-making process, they start looking for specific characteristics of products that will assist them make a buying decision. This phase is a great time to make use of FAQ pages. Use keyword research tools like Ubersuggest or search for popular industry hashtags to find the questions that your audience is asking. Then, craft answers to these questions and include them on your content funnel map.

In this phase it is crucial to present an enticing and compelling argument that demonstrates the way your product or service will solve their problems and make them more cash. The content should also emphasize your brand's uniqueness compared to the competition.

It's a fairly simple step to measure, as consumers are making a decision whether they want to buy. To determine whether you're getting it done, look for metrics such as conversion rate or the number of payments made and click-through rates.

As they move into the advocacy phase and become loyal customers of your brand. They also share your content because they feel so strongly about it. This is a highly effective method of growing your audience. But you'll have to focus on creating content that encourages people to share, rather than focusing on purely engagement metrics. Utilize Sprout Social, for example, to track social shares as a result of your marketing efforts with content. This will give you a more accurate picture of your influence.

Decision Making

In the final phase consumers are seeking documents that support their purchase and provides instructions on how to use the product. At this point, they want to know that your solution will resolve their problem and make the investment worthwhile. High-quality content is important at this stage, including product guides video, case studies and customer success stories. Customers also want to be capable of asking questions and get answers from your support team. It's a great way to impress your customers and to encourage them to share their experiences.

You're hoping that at this point the customer will become an advocate for your brand and spread the word about it to their coworkers and friends. To turn these advocates into rave customers, you'll be required to provide them with relevant information that will help them make the most of your product or service. You can do this by creating customized newsletters, tutorial videos, free trial offers and loyalty programs.

It's time to start focusing on the retention of your audience after it has changed from leads to paying clients. The conventional content marketing funnel models tend to view revenue as the end of the journey, however it is important to remember that consumers continue to interact with brands even after they have completed a purchase. It's crucial to reimagine the funnel as a dynamic model that includes revenue, instead of a static model.

The standard funnels for b2b content marketing agency marketing can be useful in creating your strategy however they do not take into consideration the complexity of the buyer's journey. Reimagining the content marketing funnel as a circular model can help you develop a more holistic strategy. You can create content that engages your audience and boosts conversions by planning for each stage of the journey. You can then use the information from conversions to optimize and test your strategy. Are you ready to see the difference that this approach can make to your business? Contact us today to request a free Content marketing playbook!

Retention

A funnel for marketing content is a helpful tool that can assist brands develop their strategy, implement it and evaluate its success. It can also give them visibility into the gaps in their strategy for content that must be filled. If a brand has lots of content that is geared towards generating attention and interest, but only a few pieces aimed at the middle of funnel, it should develop content for this stage.

One of the best ways to gauge how well-targeted your content is to use tools such as Ahrefs to look at the average time spent on page and bounce rate of each piece. The higher these numbers are the more efficient your content is.

It is essential to update and keep relevant the content you create to be at the top of your funnel. This will ensure that your audience is engaged and curious about your brand and its products or services. The best method to accomplish this is by creating new content that is focused on specific keywords, addresses questions that are likely to be sought by your target audience and includes the most up-to-date information about your business or product.

As your audience steps onto the MOFU stage they'll want more details about your product or service, as well as solutions to their problems. It's also important to build trust by giving honest reviews and demonstrating the value of your product.

In the last stage of your content marketing funnel your customers will decide whether or not to buy. This is typically done via restricted content that requires an email address or other method of registration to access. This content is meant to convert the awareness and engagement that you've built at the top of your funnel for content marketing into qualified leads for your sales team to follow up with.

You can still influence your customers' journeys through your brand, even if the sales and support teams are primarily responsible for retention of customers. Create content that is enjoyable for your customers throughout the entire process of content marketing. This can include useful sources, behind-the-scenes information and special deals that only your audience has access to. If you can establish a relationship of trust with your audience, then they will become your best advocates and will help you reduce the time to sell.