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A Content Marketing Funnel Explained A funnel for content marketing can help potential customers learn about your brand, find solutions to their problems and become confident in purchasing from you. Content is better suited to every stage of the funnel. Checklists, videos, and infographics are effective in drawing attention, generating leads and keeping readers engaged. Templates and guides that are gated do very well at this point. Awareness At this point, consumers are aware that your brand exists and the services you offer. In this stage, content is meant to give answers and educate potential customers about the issues your solution solves and the ways it differs from competitors. To identify your content gaps for this stage, consider the types of keywords your audience uses to search on the internet. You can use keyword research to determine what terms your customers use when searching online. This will aid you in determining if your product or service is in demand. This information can be used to build a content calendar and then decide which content pieces should be designed to target these keywords. In addition, creating content for this phase of the funnel will help you build your brand's affinity with your customers. If your customers are aware about your brand, they'll have greater confidence in your ability 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 content strategy can also assist in closing the gap in conversion at this stage. If, for example, you discover that the majority of your content is aimed at generating awareness, but nothing influences buyers to make a purchase decision, you may increase the amount you spend on advertising campaigns targeting middle-funnel keyword phrases. Another way to boost your bottom-of-funnel conversion is through social media. Social media platforms such as Twitter and Facebook allow you to interact with your customers directly and give you the chance to show off your dedication to customer service. This could include anything from retweeting good reviews to promoting special deals. You can also utilize content that is already available to help buyers move through the funnel, such as case studies or blog posts. For instance, if write a blog post explaining how your product is superior than a competitor's, you can post it on social networks and invite readers to subscribe to your email list to receive more information. You can also encourage conversions at this point by asking users to tag you on their social media posts once they've used your product. This will motivate 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 capture consumers at every stage of the funnel. For example the brand awareness campaigns could include ads however, they should also feature blog posts and infographics that provide answers to common issues and objections. These content pieces can be distributed via email and social media platforms to increase organic traffic. As consumers move through the consideration stage and begin to look for specific features of products that will help them make a purchase decision. Frequently asked questions (FAQ) pages are an excellent content type to use in this phase. Utilize keyword research tools such as Ubersuggest or search popular industry hashtags to find the questions that your audience is asking. Create answers to these questions and then put them on your content funnel map. At this point it is essential to present a clear value proposition that shows potential customers how your product or service will solve their problem and make them more money. The content should also demonstrate the uniqueness of your brand when compared to that of your competitors. It's a fairly simple stage to measure, since consumers are making a decision whether or not to purchase. Consider metrics like conversion rate, payment figures and click-through rates to see whether your efforts are achieving. When consumers reach the advocacy stage and become loyal customers of your brand and are more likely to share your content because they feel so strongly about it. This is an effective 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 only focus on engagement metrics. Use Sprout Social, for example, to track social shares that result from your marketing efforts with content. This will give you a precise picture 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 want to make certain that the product will solve their issue and justify the cost. At this point it is essential to provide high-quality content, such as product guides and case study videos and customer success tales, is essential. Your customers want to have questions answered and get answers from your support staff. It is a great way to delight your customers and encourage them share their experiences. At this stage you're hoping that your customer will become a brand ambassador and recommend your product to their colleagues and friends. In order to convert those who are advocates to raving fans, you'll have to provide them with useful content that will help them make the most of your product or service. Personalized newsletters videos, tutorials, free trial offers, and loyalty programs are excellent ways to do this. It's time to begin focusing on retention after your audience has turned from leads into paying clients. The traditional funnel for content marketing models tend to see revenue as the conclusion of the journey, but it is important to remember that customers will continue to interact with brands after they have made a purchase. It's crucial to reimagine a funnel as a dynamic structure that includes revenue, instead of static models. The traditional funnels for content marketing are useful for planning your strategy however, they don't take into consideration the complexity of the buyer's journey. Reimagining the content marketing funnel as a circular model will assist you in creating an integrated strategy. By planning for every stage of the journey you'll be able to create content that will engage your audience and increase conversions. You can then use the data from conversions to improve and test your strategy. Ready to see the difference that this strategy can make for your company? Contact us today to request a free Content marketing playbook! Retention A content marketing funnel can be a useful tool for helping brands plan and execute their strategy. It can also provide insight into the gaps in their strategy for content that must be filled. If a brand has lots of content geared towards awareness and interest but very few pieces aimed at the middle of funnel, it needs to create content for this stage. One of the best ways to gauge how targeted your content is is to use tools such as Ahrefs to determine the average time spent on page and bounce rate of each piece. The higher the number, the better performing your content. After best content marketing software 've put together content to be the top of your funnel for marketing content It's essential to keep it up-to-date and relevant. This will keep your audience interested in your brand, its products and services. This can be done by creating content that focuses on keywords, answers questions your audience is likely to search for, and provides the latest information regarding your industry or product. As your audience enters MOFU, they will be looking for more details about your products or services, as well as solutions to their problems. At this stage, it's important to build trust by providing authentic reviews and demonstrating value. In the final stage of your content marketing funnel your customers will decide whether or not to purchase. 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 designed to turn the engagement and awareness that you've created at the top of your funnel into qualified leads. Your sales team will then follow to follow up. You can still influence your customers' journeys through your brand, even though your support and sales teams are primarily responsible for retention of customers. Create content that is enjoyable for your customers throughout the entire funnel of content marketing. This could include useful resources, behind-the-scenes information and special promotions that only your audience will have access to. If you can build loyalty to your customers, they will become your best advocates and will help reduce the time to sell.