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A Content Marketing Funnel Explained

A content marketing funnel is a method to help potential customers learn about your company, find solutions to their problems, and then feel comfortable buying from you. Content is more appropriate for each stage of the funnel.

Checklists, videos, and infographics are effective in drawing attention, generating leads and keeping readers involved. Templates and guides that are gated do very well at this point.

Awareness

At this stage, consumers are aware that your brand exists and the solutions you provide. At this point, content is meant to provide answers and educate prospects about the issues your solution solves and the ways it differs from competitors.

Take note of the keywords your audience uses when searching online. Keyword research can be used to find out what terms your audience uses when searching online. This will help you determine if your product or service is required. This information can then be used to develop an editorial calendar and decide the content pieces that will be targeted at those specific terms.

As a bonus producing content for this stage of the funnel will help you build your brand's affinity with consumers. The more your consumers know about your brand, they'll have more faith in your ability to solve their problems. This results in higher conversion rates for newsletter signups or purchases as well as clickthroughs on your website.

A well-planned strategy for content can help you close this gap in conversion. If, for instance you observe that the majority of your content is aimed at increasing awareness, but not enough influence buyers to make a purchase decision, then you could increase the amount you spend on marketing campaigns that target middle-funnel keywords.

Social media is another way to increase your bottom-of funnel conversion. Social media platforms like Twitter and Facebook enable you to engage with your customers directly and give you the chance to showcase your customer care. This could range from tweeting good reviews to promoting special deals.

You can also use existing content to lure customers to the bottom of the funnel like blog posts or case studies. If you write a blog article explaining why your product is superior to the competition's you can share it via social media and encourage your readers to sign up for your email list to receive more details. You can also encourage conversions in this stage by asking users to tag you on their social media posts after they have tried your product. This will encourage others to do the same and help spread the word about your brand.

Then there is the consideration

A well-planned content marketing strategy should include a mix of content types to engage customers at every stage of the funnel. For instance campaigns to promote brand awareness could include ads, but they should also feature blog posts 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 decision-making process, they begin looking for specific product features which will assist them in making a purchase decision. This is a great time to make use of FAQ pages. Utilize tools for keyword research, such as Ubersuggest or Google search for popular hashtags within your industry to discover questions that your customers are asking. Then, craft answers to these questions and then place them in your content funnel map.

During this stage it is crucial to present a clear value proposition that demonstrates to potential customers how your product or service can solve their problem and make them more money. This content should also highlight the uniqueness of your brand in comparison to that of your competitors.

This is an easy step to evaluate because the customer is making a purchase. Consider metrics like conversion rate, payment numbers and click-through rate to determine whether your efforts are producing results.

When consumers reach the advocacy stage, they become loyal followers of your brand. They also share your seo content marketing because they feel strongly about it. This is a good method to increase the number of people who follow your brand. You'll need to create content that encourages people to share it, instead of just looking at engagement metrics. Utilize Sprout Social, for example, to track social shares that are a result of your account based content marketing marketing efforts. This will give you a precise image of your impact.

Decision Making

The majority of people are looking for information during the decision-making phase that validates the purchase and describes how to make use of the product. At this point, they want to know that your product solves their issue and make the investment worthwhile. It is crucial to have high-quality content at this point, including product guides videos, case studies and customer stories of success. Your customers want to be able ask questions and get answers from your support staff. It's a great way to impress your customers and encourage them by sharing their experiences.

It is your hope that at this point the customer will be an advocate for your brand and will promote it to their colleagues and friends. To turn these advocates into raving customers, you will be required to provide them with relevant content that allows them to get the most from your product or service. You can do this by creating customized newsletters, tutorial video, free trial offers and loyalty programs.

It's time to focus on the retention of your audience after it has turned from leads into paying clients. The conventional content marketing funnel models tend to treat revenue as the conclusion of the journey, but it is important to keep in mind that customers will continue to interact with brands after they have completed a purchase. It is crucial to redefine funnels as a dynamic model that incorporates revenue, rather than static models.

The standard funnels for content marketing are useful for making your plan however they do not take into consideration the complexity of the buyer's journey. Instead, reimagining the funnel as a loop model will help you create a more holistic and effective content marketing strategy. By planning for every stage of the process, you'll be able to create content that is engaging your audience and increase conversions. You can then utilize the data from conversions to enhance and test your strategy. Are you ready to experience the impact that this strategy can make to your company? Contact us today to request a free content marketing guidebook!

Retention

A funnel for content marketing is a helpful tool that can assist brands develop their strategy, implement it, and measure its effectiveness. It will also help them determine the gaps in their approach. If a company has a lot 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.

Utilize tools such as Ahrefs, which 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 effective your content.

It's crucial to regularly keep up-to-date and relevant the content you write for the top of your funnel. This will ensure that your audience is interested and engaged in your brand and its products or services. This can be achieved by creating new content which is focused on key words, addresses questions that your audience is likely to search for, and highlights the latest information regarding your business or product.

When your customers enter MOFU, they will be looking for more information about your product or services, as well as solutions to their problems. It's also crucial to establish trust by providing honest reviews and demonstrating the value of your product.

In the final stage of your content marketing funnel, your audience will decide if or not to purchase. This is accomplished through gated content that requires an email address or other form 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 follow to follow up.

While customer retention largely falls to your sales and support teams, you can influence the journeys of your customers your brand by creating content that entices customers throughout the entire marketing funnel. This can include helpful resources, behind-the scenes information and special offers that only your customers have access to. When you can foster loyalty with your audience, they'll serve as authentic advocates for your brand and reduce your sales cycle time.