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A Content Marketing Funnel Explained

A content marketing funnel can help potential customers learn about your brand, find solutions to their problems and then feel comfortable buying from you. Different types of content are more effective for each stage of the funnel.

At the top of the funnel informational videos, infographics and checklists attract attention, bring in leads, and keep the readers interested. Gated content, such as guides and templates, also is effective at this point.

Awareness

At this stage, consumers are aware of the existence of your brand and the solutions you provide. This is where the content is created to educate and inform potential customers about the issues your solution solves and also the differences from competitors.

Take note of the keywords your target audience is using to search online. Through keyword research, you will find the terms your target audience is searching for and which suggest the need for your product or service. These data can be used to build a content calendar and then decide which content pieces should be targeted at these terms.

The creation of content for this phase of the funnel will help you build brand loyalty among your customers. If your customers are more informed about your brand, they'll have more faith in your ability to solve their problems. This leads to greater conversion rates, whether it's subscriptions to newsletters, purchases or click-throughs to your website.

A well-planned and executed content strategy can also aid in closing the gap between conversion and purchase at this stage. If, for instance you observe that the majority of your content is targeted at raising awareness, but nothing influence consumers to make a buying decision, then you could increase the spending on marketing campaigns that target middle-funnel keywords.

Another way to increase your bottom-of-funnel conversion is through social media. Social media platforms such as Twitter and Facebook permit you to communicate directly with your customers and give you an opportunity to showcase your customer service. This can include everything from retweeting reviews to promoting special offers.

You can also utilize content that already exists to push buyers down the funnel, such as blog posts or case studies. If you write a blog post explaining the reasons why your product is superior to that of a competitor, you can share it on social media and ask your readers to join your email list to receive more information. You can also encourage conversions in this stage by asking users to include your name on their social media posts after they have tried your product. This will encourage others to follow suit and spread the word about your company.

Consideration

A successful content marketer marketing strategy should include the use of a variety of types of content to capture consumers at every stage of the funnel. Brand awareness campaigns, for example could include ad copy as well as blog posts and infographics that address common concerns and objections. These pieces of content can be distributed via email and social media to increase organic traffic.

As consumers progress through the decision-making process, they begin looking for specific product features that can help them make an informed purchase decision. Frequently asked questions (FAQ) pages are a great type of content for this phase. Use tools for keyword research such as Ubersuggest or search for popular hashtags for your industry to find people who are asking. Then, craft answers to these questions and then place them on your content funnel map.

During this phase it is crucial to present an enticing and compelling argument that shows the way your product or service can solve their issues and earn them more money. This content should also highlight the uniqueness of your brand compared to the brands of your competition.

This is an easy step to evaluate because the customer is making a purchase decision. To determine if you're getting the job accomplished, look for metrics like conversion rate, number of payments and click-through rates.

As consumers move into the advocacy phase, they become loyal followers of your brand. They also share your content because they feel strongly about it. This is a great way to increase your audience. You'll need to develop content that is inspiring people to share it instead of simply looking at 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 much more accurate picture of your influence.

Decision Making

People are looking for content in the decision-making process that validates the purchase and provides instructions on how to make use of the product. At this point they want to make certain that the product will solve their issue and justify the purchase. At this stage it is essential to provide high-quality content, such as product guides as well as case study videos and customer success tales, is essential. Your customers should also be capable of asking questions and get answers from your support team. Sending them personalized emails and 24/7 customer support is an excellent way to please your customers and encourage them to share their experiences with others.

You hope that at this stage the customer will be an advocate for your brand and will promote it to their friends and co-workers. To turn these advocates into rave customers, you'll have to provide them with valuable content that helps them get the most from your product or service. Personalized newsletters tutorial videos and free trial offers and loyalty programs are excellent methods to achieve this.

After your audience has changed from leads to paying customers and paying customers, it's time to concentrate on retention. Content marketing funnels usually focus on revenue as the end goal. However, consumers will continue to interact and engage with brands after making an purchase. For this reason, it's essential to redefine the funnel as a loop model, rather than an unchanging 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. Reimagining the content marketing funnel as circular models will assist you in creating an overall strategy. You can create content that captivates your target audience and increases conversions by planning for each step of the journey. 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 to request a complimentary Content marketing playbook!

Retention

A content marketing funnel can be a powerful instrument to aid brands in planning, execute and measure their strategy. It can also assist them in identifying the gaps in their approach. For example, if a brand has a significant amount of content that is geared towards the public's attention and interest, but few pieces targeted towards the middle of the funnel, they should be focusing on creating content for this stage.

An excellent way to determine how on-target your content is is to use tools such as Ahrefs to look at the average time spent on page and bounce rate of each piece. The higher the number, the more efficient your content marketing b2b.

It's crucial to regularly update and keep relevant the content you write for the top of your funnel. This will ensure that your audience remains engaged and curious about your brand and its products or services. The best method to accomplish this is to create fresh content that is focused on specific keywords, answers questions that are likely being asked by your customers and provides the most recent information on your industry or product.

As your audience steps onto the MOFU stage they'll be seeking more detailed information about your product or service as well as ways to solve their issues. It's important to build confidence by providing honest reviews and demonstrating your value.

The final stage of the content marketing funnel is when your target audience will make a purchase decision. This is achieved through gated content that requires an email address or other form of registration to access. This content marketing seo is designed to convert the interest and awareness you've created at the top of your funnel into qualified leads. Your sales team will follow to follow up.

While customer retention largely falls to your sales and support teams, you can still be a part of the journeys of your customers your brand by creating content that entices them throughout the entire marketing funnel. This could include helpful sources, behind-the-scenes details and special deals that only your audience has access to. If you can establish a relationship of trust to your customers, they will become your best advocates and will help reduce your sales cycle.