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A Content Marketing Funnel Explained

A content marketing funnel is a method to assist potential customers to learn about your brand, discover solutions to their issues, and become confident in purchasing from you. Content is best suited for each stage of the funnel.

At the top of the funnel, infographics, videos, and checklists attract attention, create leads, and keep the readers interested. Templates and guides that are gated do very well at this point.

Awareness

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

To understand your content gaps for this stage, consider the types of keywords your target audience uses to search on the internet. Using keyword research, you can find the terms your target customers are searching for that suggest the need for your product or service. These data can be used to build an editorial calendar and determine the content pieces that are specifically targeted to these terms.

In addition, creating content for this phase of the funnel helps you build your brand's affinity with customers. The more people learn about your brand, the more trust they'll have in your ability to solve their issues. This results in higher conversion rates for newsletter signups or purchases, as well as clickthroughs on your website.

A well-executed content strategy can also assist in closing the gap between conversion and purchase at this stage. For example, if you discover that the majority of your content is targeted at educating, but not enough is pushing buyers toward the purchase decision, you could increase the amount of money you spend on advertising campaigns to target keywords in the middle of the funnel.

Social media is a different way to boost your bottom-of-the-funnel conversion. Social media platforms like Twitter and Facebook allow you to interact directly with your customers and give you the opportunity to show off your customer service. This can range from retweeting positive reviews to promoting special offers.

You can also use existing content to lure customers 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 that of a competitor, you can share it on social media and invite your customers to join your email list to receive more information. You can also encourage conversions at this point by asking users to include your name on their social media posts once they've used your product. This will inspire others to do the same and spread the word about your company.

Then there is the consideration

A well-planned content marketer strategy should consist of a variety types that draw customers in each stage of the funnel. Brand awareness campaigns, for instance could include ad copy as well as blog posts and infographics addressing the most common issues and objections. These pieces of content can be distributed via email and social media platforms to increase organic traffic.

As consumers progress through the decision-making process they begin to search for specific features in a product which will assist them in making a purchase decision. This is the perfect time to make use of FAQ pages. 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 add them to your content funnel map.

In this phase it is crucial to present an unambiguous proposition that shows how your product or services can solve their issues and generate more revenue. The content should also highlight your brand's uniqueness compared to your competition.

It's a fairly simple stage to measure, since consumers are making a decision whether they want to buy. Consider metrics like conversion rate, payment figures and click-through rates to determine if your efforts are working.

When consumers reach the content marketing point of advocacy and become advocates for your brand, it becomes more and more important to them. They will share your content with others because they are so passionate about it. This is an effective method of increasing your reach. You'll need to develop content that inspires people share it, instead of simply focusing on engagement metrics. Consider using a tool like Sprout Social to track the social shares that result from your content marketing efforts. This will give you a clear picture of the impact you have.

Decision Making

At the point of making a decision the buyers are looking for information that proves their purchase and outlines how to use the product. At this point, they want to be confident that the solution will resolve their problem and make the investment worthwhile. It is crucial to have high-quality content at this stage, including product guides, case studies, videos and customer success stories. Your customers want to have questions answered and get answers from your support staff. Sending them personalized emails and round-the-clock customer service is a great method to please customers and encourage them to share their experience with others.

At this point you're hoping that the customer will become a brand ambassador and will recommend your product to their friends and colleagues. To turn these advocates into enthusiastic customers, you'll have to provide them with valuable content that allows them to gain the most value from your product or service. Personalized newsletters videos, tutorials and free trial offers and loyalty programs are excellent ways to do this.

It's time to begin focusing on the retention of your audience after it has changed from leads to paying customers. The standard funnel for content marketing models tend to see revenue as the conclusion of the journey, however it's important to remember that customers will continue to interact with brands even after they have purchased. Therefore, it's crucial to think of the funnel as a loop model, rather than a static structure that concludes with revenue.

The standard funnels for content marketing can be useful in planning your strategy however they do not consider the complexity of the buyer's journey. Instead thinking of the funnel in loop models can aid in creating an effective and more holistic content marketing 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 data from these conversions to enhance your strategy and ensure it is working effectively. Are you interested in learning how this strategy will benefit your business? Contact us today and request a free playbook for content marketing content examples.

Retention

A content marketing funnel can be a powerful tool to help brands plan and execute their strategy. It will also help them determine the weaknesses in their approach. If a brand has lots of content targeted at generating awareness and interest but very few pieces targeted at the middle of funnel, it must create content for this stage.

A great way to see how well-targeted your content is is to utilize tools such as Ahrefs to determine the average time spent on page and bounce rate of each piece. The higher these numbers, the more effective your content.

It is essential to keep up-to-date the content you write to ensure that you are at the top of your funnel. This will ensure that your audience is interested and engaged in your brand and the products or services it offers. This can be achieved by creating new content which is focused on key words, addresses questions that your target audience is likely to search for, and provides the latest information regarding your product or industry.

As your audience enters the MOFU stage, they'll be looking for more information on your product or service, as well as solutions to their issues. It's important to build trust by providing honest reviews and demonstrating the value of your product.

The final step of the funnel for content marketing is when your target audience will make a purchase decision. This is usually done through restricted content that requires an email address or some other type of registration to access. This content is meant to convert the awareness and engagement that you've created at the top of your funnel for content marketing into qualified leads for your sales team to follow up on.

You can still influence the customer journeys through your brand, even though the support and sales teams are the primary ones responsible for customer retention. Create content that is enjoyable for your customers throughout the entire process of content marketing content examples. This could include helpful resources, behind the scenes information and special deals that only your customers have access to. If you can build trust to your customers, they will be your greatest advocates and help to reduce the time to sell.