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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, find solutions to their problems and become confident in purchasing from you. Different types of content work better in every stage of the funnel.

Infographics, videos and checklists are effective in getting attention, creating leads and keeping readers interested. Templates and guides that are gated perform well at this stage.

Awareness

At this point, customers are aware of the existence of your brand. They are also aware of the solutions you provide. This is the stage where content is designed to educate and inform potential customers about the problems that your solution solves as well as its differences from competitors.

Consider the keywords that your target audience is using to search online. By conducting keyword research, you can figure out which terms your customers are searching for that suggest a need for your product or service. This information can be used to develop an editorial calendar and figure out which content pieces will focus on those keywords.

Creating content for this stage of the funnel will help you build brand loyalty with your customers. The more consumers learn about your brand, the more trust they'll have in your capability to solve their issues. This leads to greater conversion rates, be it newsletter signups, purchases or click-throughs to your website.

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

Social media is another way to increase your bottom-of funnel conversion. Social media platforms such as Twitter and Facebook let you interact directly with your customers, providing you an opportunity to showcase your customer service. This can include tweeting good reviews to promoting special offers.

You can also use existing content to push buyers into the bottom-of-funnel, such as blog posts or case studies. If you write a blog post explaining why your product is superior to the competition's you can share it on social media and ask your readers to sign up for your email list to receive more information. You can also encourage conversions at this stage by asking users to include your name on their social media posts after they have used your product. This will motivate others to follow suit and spread the word about your brand.

Consideration

A good content strategy content marketing will comprise a variety of content types that draw customers in every stage of the funnel. For example the brand awareness campaigns could include ad content, but they should also include blogs and infographics that provide answers to common issues and objections. These pieces of content can be distributed via email and social media to increase organic traffic.

As consumers move through the process of considering they begin to search for specific product features that can help them make the 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 popular hashtags for your industry to find people who are asking. Create answers to these questions, and then add them to your content funnel map.

During this stage it is crucial to present a clear proposition of value that shows how your product or services can solve their problems and generate more revenue. The content should also emphasize the uniqueness of your brand when compared to that of your competitors.

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

As consumers reach the stage of advocacy your brand grows more and more important to them. They will share your content with their friends because they are so enthusiastic about it. This is an extremely effective method of growing your audience. You'll need to create content that is inspiring people to share it, rather than simply looking at engagement metrics. Utilize Sprout Social, for example, to track social shares that are a result of your marketing efforts with content. This will give you a precise picture of your influence.

Decision Making

The majority of people are looking for information in the decision-making process that confirms the purchase and describes how to make use of the product. At this stage they want to make sure that your solution will solve their issue and justify the purchase. High-quality content is important at this point, such as product guides, case studies, videos, and customer success stories. Your customers want to be able ask questions and receive answers from your support staff. Offering them personalized emails and round-the-clock customer service is a great way to delight customers and encourage them to share their experiences with others.

At this point you're hoping that your customer will become a brand advocate and promote your product to their colleagues and friends. To turn these advocates into raving supporters, you'll be required to provide them with valuable content that will help them make the most of your product or service. You can accomplish this by creating personalised newsletters, tutorial videos as well as 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 traditional funnel for content marketing models tend to treat revenue as the conclusion of the journey, but it's crucial to remember that customers will continue to engage with brands after they've completed a purchase. Therefore, it's crucial to think of the funnel as a loop model, rather than a static structure that ends with revenue.

While traditional funnels for content marketing can help you develop your strategy but they don't take into account the complexity of the buyer's journey. Instead thinking of the funnel in loop models can assist you in developing an effective and more holistic content marketing strategy. By planning for each stage of the process you'll be able create content that will engage your audience and drive conversions. You can then use the data from conversions to optimize and test your strategy content marketing. Are you ready to see the difference that this approach can bring to your business? Contact us today and request a free content marketing guidebook.

Retention

A content marketing funnel can be a useful tool for helping brands plan and execute their strategy. It also gives them an understanding of the gaps in their content strategy that need to be filled. For example the case where a brand has a lot of content geared toward awareness and interest, but only a few pieces that are geared towards the middle of the funnel, they should prioritize creating content that is targeted at this stage.

Use tools like Ahrefs that examine the average time on a page and bounce rates of each piece to determine how specific your content is. The higher these numbers are the more efficient your content is.

It is essential to keep up-to-date and relevant the content you write for the top of your funnel. This will ensure that your audience is engaged and curious about your brand and its products or services. This can be accomplished by creating new content which is focused on keywords, addresses questions that your audience is likely to look for, and provides the most the latest information regarding your business or product.

As your audience enters MOFU the audience will be looking for more details about your product or services, as well as solutions to their problems. It's also crucial to establish trust by giving honest reviews and demonstrating your worth.

In the last stage of your funnel for marketing content, your audience will decide if they want to purchase. This is typically accomplished through restricted content that requires an email address or another type of registration to access. The content is designed to convert the interest and awareness you've created at the top of your funnel into qualified leads. Your sales team can then follow to follow up.

You can still influence the journeys of your customers through your brand, even though your sales and support teams are the primary ones responsible for retention of customers. Create content that is enjoyable for your customers throughout the entire process of content of marketing strategy marketing. This can include useful sources, behind-the-scenes details and special offers that only your customers have access to. If you can build loyalty with your audience, then they will be your greatest advocates and will help reduce the time to sell.