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A Content Marketing Funnel Explained A funnel for marketing content helps potential customers discover more about your brand, solve their problems and feel comfortable buying from you. Content is more appropriate for every stage of the funnel. Checklists, videos and infographics are effective at getting attention, creating leads and keeping readers involved. Gated content, such as templates and guides is effective at this point. best content marketing tools sickseo.co.uk At this point, consumers are only aware that your brand exists and the solutions you provide. This stage is where content is created to educate and inform potential customers about the challenges your solution solves as well as its differences from competitors. Think about the keywords your customers use when searching online. You can use keyword research to determine what terms your audience uses when searching online. This will help you determine if your product or service is in demand. This information can then be used to create an editorial calendar and decide the types of content that focus on those keywords. The creation of content for this phase of the funnel can aid in building brand loyalty among consumers. The more people are aware of your brand, the more trust they'll have in the ability of your company to solve their issues. This leads to higher conversion rates for newsletter signups and purchases as well as clickthroughs on your website. A well-planned strategy for content can aid in closing this gap in conversion. If, for instance you observe that the majority of your content is aimed at generating awareness, but nothing influence buyers to make a purchase decision, then you can increase the amount you spend on advertising campaigns targeting middle-funnel keyword phrases. Social media is another way to increase your bottom-of funnel conversion. Social media platforms such as Twitter and Facebook allow you to interact directly with your customers giving you the opportunity to show off your commitment to customer service. This can include everything from retweeting reviews to promoting special offers. You can also leverage existing content to draw buyers to the bottom of the funnel, such as blog posts or case studies. If you write a blog article explaining why your product is superior to a competitor's you can share it on social media and encourage your readers to sign up for your email list to receive more details. You can also encourage conversions at this stage by asking users to include your name on their social media posts after they have tried your product. This will motivate other people to do the same, and spread the word about the brand. Then there is the consideration A well-planned content marketing strategy should include the use of a variety of types of content to capture consumers at every stage of the funnel. For instance campaigns to promote brand awareness could include ads, but they should also include blog posts and infographics which address common objections and concerns. These content pieces can be distributed via email and social media to increase organic traffic. As buyers move through the decision-making process they begin to search for specific features of the product which will assist them in making an informed purchase decision. Frequently asked questions (FAQ) pages are a great type of content for this phase. Utilize tools for keyword research, such as Ubersuggest, or search popular hashtags in your industry to discover questions that your readers ask. Then, you can write answers to these questions and include them in your content funnel map. During this stage, it's crucial to provide a clear proposition of value that demonstrates how your product or service can solve their issues and earn them more money. The content should also highlight your brand's uniqueness compared to your competition. It's a fairly simple stage to measure, as consumers are making a choice whether they want to buy. Consider metrics like conversion rate, payment figures and click-through rate to determine if your efforts are working. As consumers move into the advocacy stage they become loyal fans of your brand. They also share your content because they feel so strongly about it. This is a good method to increase the number of people who follow your brand. You'll need to develop content that inspires people share it instead of simply focus on engagement metrics. You might want to consider using a tool such as Sprout Social to track the social shares that result from your content marketing efforts. This will give you a more precise picture of the impact you have. Decision Making At the decision stage consumers are seeking information that proves the purchase and explains how to use the product. At this point, they need to know that your solution will resolve their problem and will make their investment worth it. At this stage the need for high-quality content such as product guides as well as case study videos and customer success tales are crucial. Your customers would like to ask questions and receive answers from your support team. It is a great way to impress your customers and inspire them to share their experiences. It is your hope that by this point, the customer will become an advocate for your brand and spread the word about it to their colleagues and friends. In order to convert these advocates into raving supporters, you'll need to provide them with valuable content that will help them get the most out of your product or service. Personalized newsletters, tutorial videos free trial offers and loyalty programs are great ways to do this. It's time to begin focusing on retention after your audience has transformed from leads to paying customers. The traditional funnel for content marketing models tend to treat revenue as the end of the process, however it's crucial to remember that consumers continue to interact with brands after they have purchased. Therefore, it's essential to redefine the funnel as a loop model rather than an unchanging structure that ends with revenue. The standard funnels for content marketing are helpful in planning your strategy however, they don't take into account the complexity of the buyer's journey. Reimagining the funnel of content marketing as circular models will help you develop a more holistic strategy. By planning for every stage of the process, you'll be able to develop content that will engage your audience and increase conversions. You can then use the data from conversions to enhance and test your strategy. Are you ready to see how this strategy will benefit your company? Contact us today and request a complimentary playbook for content marketing. Retention A funnel for marketing content is a valuable tool that helps brands plan their strategy, execute it, and measure its effectiveness. It will also help them determine the areas where they are lacking in their strategy. If a company has a lot of content geared towards attention and interest, but only a few pieces aimed at the middle of funnel, it needs to create content specifically for this stage. Use tools like Ahrefs, which analyze the average time spent on the page and bounce rate of each piece to determine how targeted your content is. The higher these numbers are the more efficient your content is. It's crucial to regularly update and keep relevant the content you write to be at the top of your funnel. This will ensure that your audience is interested and engaged in your brand and the products or services it offers. The best method to accomplish this is by creating new content that focuses on certain keywords, addresses questions that are likely to be sought by your target audience and includes the most recent information on your business or product. As your audience enters MOFU the audience will be looking for more details about your products or services as well as solutions to their problems. In this moment, it's important to build trust by offering honest reviews and demonstrating value. The final stage of the funnel for content marketing is when your customers will make a purchasing decision. This is accomplished through gated content that requires an email address or other form of registration to gain access. This content is meant to transform the awareness and engagement that you've built at the top of your content marketing funnel into leads that are qualified for your sales team to follow up on. While customer retention falls mainly in the hands of your support and sales teams, you can be a part of your customers' journeys with your brand by creating content that entices them throughout the entire marketing funnel. This can include helpful resources, behind-the scenes information and special offers that only your target audience will be able to access. If you can build loyalty with your audience they'll become authentic advocates for your product and reduce your sales cycle time.