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A Content Marketing Funnel Explained

A content marketing funnel is a way to help potential customers learn about your brand, discover solutions to their problems, and become confident in purchasing from you. Different types of content work better at every stage of the funnel.

Checklists, videos, and infographics are effective at drawing attention, generating leads and keeping readers engaged. Gated content, such as templates and guides works 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. At this point the content should provide answers and educate prospects on the problems your solution tackles, as well as the ways it differs from competitors.

To identify your content gaps at this point, think about the different types of keywords that your customers use to browse on the internet. Using keyword research, you will find out which terms your audience is searching for and which suggest an interest in your product or service. This information can be used to create an editorial calendar and decide the types of content that target those terms.

As a bonus, creating content for this stage of the funnel can help you build your brand's affinity with your customers. The more people are aware of your brand, the more confidence they'll have in the ability of your company to solve their issues. This will result in higher conversion rates for newsletter signups or purchases as well as clickthroughs on your website.

A well-planned strategy for content can also assist in closing this conversion gap. If, for instance you find that most of your content is targeted at generating awareness, but nothing is influencing consumers to make a buying decision, then you could increase the spending on advertising campaigns targeting middle-funnel keyword phrases.

Social media is another way to boost your bottom-of-the-funnel conversion. Social media platforms like Twitter and Facebook let you interact directly with your customers, providing you the opportunity to show off your customer service. This can include everything from retweeting reviews to promoting special offers.

You can also make use of existing content to guide buyers through the funnel, such as case studies or blog posts. For instance, if write a blog post on the advantages of your product than the competition's and you want to share it on social media and invite readers to subscribe to your mailing list for more information. You can also encourage a conversion at this point by asking your followers to tag you in their social media posts after they have used your product. This will motivate others to follow suit and spread the word about your brand.

Then there is the consideration

A successful content marketing strategy should include the use of a variety of types of content to attract customers throughout the funnel. For instance campaigns to promote brand awareness could include ad content however, they should also feature blogs and infographics that provide answers to common issues and objections. The content can then be shared via social media and email to drive organic traffic.

As consumers move through the decision-making process and begin to look for specific product features that will help them make a purchase decision. Frequently asked questions (FAQ) pages are an excellent online content marketing type for this stage. Use keyword research tools like Ubersuggest or search for popular hashtags in your industry to discover the questions your readers are asking. Find answers to these questions, and then put them on your content funnel map.

During this phase, it's crucial to provide an unambiguous proposition that demonstrates how your product or service can solve their issues and generate more revenue. The content should also demonstrate the uniqueness of your brand in comparison to that of your competitors.

This is an easy stage to gauge since the consumer is making a decision to buy. Examine metrics such as conversion rate, payment numbers and click-through rates to see whether your efforts are achieving.

When consumers reach the advocacy stage they become loyal fans of your brand and are more likely to share your content because they feel strongly about it. This is a highly effective way to grow your audience. But you'll need to concentrate on creating content that inspires people to share, instead of focusing solely on engagement metrics. Use Sprout Social, for example, to track social shares as a result of your marketing efforts with content. This will give you a more precise picture of your influence.

Decision

In the final phase the buyers are looking for information that proves their purchase and outlines how to utilize the product. At this point, they want to be certain that the product will solve their issue and justify the investment. At this stage, high-quality content, like product guides, case study videos, and customer success stories are crucial. Your customers want to have questions answered and get answers from your support team. It's a great way to please your customers and encourage them share their experiences.

It is your hope that by this point, the customer will become an advocate for your brand and will promote it to their friends and co-workers. To convert those who are advocates to raving fans, you'll be required to provide them with useful information that will allow them to get the most out of your product or service. You can do this by creating customized newsletters, tutorial videos, free trial offers and loyalty programs.

Once your audience has transformed from leads to paying customers It's time to concentrate on retention. The conventional content marketing content examples funnel models tend to see revenue as the end of the process, however it's important to keep in mind that consumers will continue to engage with brands after they've made a purchase. It's crucial to reimagine the funnel as a dynamic structure that incorporates revenue, not a static model.

The traditional funnels for content marketing are useful for making your plan however, they don't take into consideration the complexity of the buyer's journey. Reimagining the funnel of content marketing as a circular model will aid in developing a more holistic strategy. By planning for each stage of the journey you'll be able create content that is engaging your audience and drive conversions. You can then utilize the data from conversions to improve and test your strategy. Ready to see the difference that this approach can make to your business? Contact us today to request a complimentary content marketing guidebook.

Retention

A funnel for marketing content is a helpful tool that can assist brands plan their strategy, implement it and evaluate its success. It can also provide visibility into the gaps in their content strategy that need to be filled. If a brand has a lot of content targeted at generating awareness and interest but very few pieces aimed at the middle of funnel, it must develop content for this stage.

Utilize tools such as Ahrefs which examine the average time on page and bounce rates of each piece to determine how specialized your content is. The higher these numbers are, the more efficient your content is.

Once you've written content to be the top of your content marketing funnel, it's important to keep it current and relevant. This will ensure that your audience is engaged and interested in your brand and its products or services. The best method to accomplish this is to create fresh content that is focused on specific keywords, provides answers to questions that are likely being asked by your customers, and highlights the most up-to-date information about your industry 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. In this moment, it's important to build trust by providing authentic reviews and demonstrating value.

In the last stage of your content marketing funnel your audience will decide whether or not to buy. This is usually done through restricted content that requires an email address or some other form of registration in order to access. This content is meant to transform the engagement and awareness you've created at the top of your content marketing funnel into qualified leads for your sales team to follow up on.

You can still influence your customers' journeys through your brand, even though the sales and support teams are the primary ones responsible for customer retention. Create saas content marketing company that will delight your customers throughout the entire funnel of content marketing. This could include useful resources, behind-the scenes information 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.