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A Content Marketing Funnel Explained A funnel for marketing content can help potential customers learn about your brand, find solutions to their problems and become confident in purchasing from you. Different types of content work better in each stage of the funnel. Checklists, videos, and infographics are effective at drawing attention, generating leads and keeping readers engaged. Content that is gated, such as guides and templates, also works well at this stage. Awareness At this point, consumers are aware that your brand exists and the services you offer. This is the stage where content is designed to educate potential customers and inform them about the challenges your solution solves and its distinct features from competitors. Consider the keywords that your audience uses when searching online. By conducting keyword research, you will find out which terms your audience is searching for and which indicate an interest in your product or service. These data can be used to develop a content calendar and then decide the content pieces that are designed to target these keywords. In addition producing content for this stage of the funnel helps you build your brand affinity with your customers. The more your consumers know about your brand, they will have greater confidence in your ability to solve their problems. This results in higher conversion rates for newsletter signups and purchases and click-throughs on your website. A well-executed strategy for content can assist in closing the gap in conversion. For example, if you discover that the majority of your content is targeted at awareness but not enough of it is pushing buyers toward the purchase decision, you may increase your advertising budget 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 enable you to engage directly with your customers and give you the chance to showcase your commitment to customer service. This can range from retweeting good reviews to promoting special deals. You can also make use of content that is already available to help buyers move through the funnel, like case studies or blog posts. For instance, if write a blog post on the advantages of your product than one from a competitor and you want to share it on social media and ask readers to subscribe to your email list for more information. You can also encourage conversion at this stage by asking your followers to include your name in their social media posts after using your product. This will motivate others to follow suit and spread the word about your brand. Consideration A successful content strategy will comprise a variety of content types that attract customers at each stage of the funnel. For example, brand awareness campaigns might include ads, but they should also feature blog posts and infographics that address common objections and concerns. The content can then be distributed via social media and email to drive organic traffic. As consumers progress through the process of considering, they begin looking for specific product features that can help them make the purchase decision. This phase is a great time to create FAQ pages. Use tools for keyword research such as Ubersuggest or search popular hashtags in your industry to discover the questions your readers are asking. Create article rewriting tools to these questions and then place them in your content funnel map. In this phase it is crucial to present an unambiguous value proposition that demonstrates to prospective customers what your product or service will solve their issue and make them more money. The content should also demonstrate the distinctiveness of your brand when compared to the brands of your competition. This is a relatively easy stage to measure, as consumers are making a decision whether or not to purchase. Examine metrics such as conversion rate, payment numbers and click-through rates to determine if your efforts are working. When consumers reach the advocacy phase and become loyal customers of your brand and share your content because they feel so strongly about it. This is an extremely effective method to increase the number of people who follow your brand. You'll need to develop content that inspires people share it, rather than just focusing on engagement metrics. Utilize Sprout Social, for example, to track social shares as a result of your content marketing efforts. This will give you a much more accurate view of your influence. Decision Making They are looking for content at the decision-making stage that confirms the purchase and provides instructions on how to use the product. At this point, they need to know that your solution will resolve their problem and make the investment worth it. High-quality content is important at this point, including product guides video, case studies and customer success stories. Your customers should also be able to ask questions and receive answers from your support team. It's a great method to delight your customers and encourage them share their experiences. At this stage you're hoping that your customer will become a brand advocate and recommend your product to their colleagues and friends. To convert these advocates into enthusiastic customers, you'll need to provide them valuable information that will help them get the most from your product or service. You can accomplish this by creating personalized newsletters, tutorial video as well as free trial offers and loyalty programs. It's time to start focusing on retention after your audience has turned from leads into paying clients. Content marketing funnels typically focus on revenue as the final goal. However, customers will remain in contact and interact with brands after they make an purchase. This is why it's essential to redefine 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 creating your strategy however, they don't consider the complexity of the buyer's journey. Instead reinventing the funnel as loop models can aid in creating an effective and holistic content marketing strategy. You can create content that is engaging your audience and boosts conversions by planning for each phase of the journey. Then, you can utilize the information from these conversions to enhance your strategy and ensure it's working. Are you interested in learning how this approach will benefit your company? Contact us today and request a free content marketing playbook. Retention A content marketing funnel can be a valuable instrument to aid brands in planning and implement their strategy. It can also give them insight into the gaps in their content strategy that need to be filled. If a brand has lots of content geared towards the public's attention but only few pieces aimed at the middle of funnel, it needs to develop content for this stage. An excellent way to determine how targeted your content is is to utilize tools such as Ahrefs to look at the average time on the page and bounce rate of each piece. The higher these numbers, the better performing your content. Once you've created content for the top of your funnel for marketing content It's essential to keep it fresh and relevant. This will keep your audience engaged in your brand, its products and services. The best method to accomplish this is to create new content that focuses on certain keywords, answers questions that are likely to be asked by your customers, and highlights the most up-to-date information about your industry or product. As your audience steps onto the MOFU stage, they'll be looking for more details about your product or service, as well as solutions to their problems. It's important to build trust by providing honest reviews and demonstrating the value of your product. In the final stage of your content marketing funnel, your customers will decide whether they want to purchase. This is done by gated content, which requires an email or another form registration to access. The content is designed to convert the engagement and awareness that you've created at the top of your funnel into qualified leads. Your sales team will follow to follow up. You can still influence the journeys of your customers through your brand, even if the sales and support teams are responsible for customer retention. Create content that will delight your customers throughout the entire funnel of content marketing. This could include helpful information, behind-the-scenes details and special offers that only your customers have access to. If you can establish a relationship of trust to your customers, they will become your most loyal advocates and will help you reduce the time to sell.