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A Content Marketing Funnel Explained

A content marketing funnel is a method to assist potential customers to learn about your brand, find solutions to their problems, and become confident in purchasing from you. Content is better suited to each stage of the funnel.

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

Awareness

At this point, consumers are aware of the existence of your brand. They are also aware of the solutions you provide. In this stage, content is meant to give answers and educate potential customers on the problems your solution tackles and the ways it differs from competitors.

To determine the gaps in your content at this point, think about the types of keywords that your customers use to browse online. Keyword research can be used to find out what is content marketing terms your target audience is using when searching online. This will assist you in determining whether your product or service is required. This information can then be used to develop an editorial calendar and determine which content pieces will focus on those keywords.

The creation of content for this phase of the funnel can help you build brand affinity with your customers. The more your consumers know about your brand, they will have greater confidence in your ability solve their issues. This leads to 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. For example, if you discover that the majority of your content is targeted at awareness but not enough is helping buyers make a purchase decision, you can increase spending on advertising campaigns to target middle-funnel keywords.

Another way to boost your bottom-of-funnel conversion is through social media. Social media platforms like Twitter and Facebook permit you to communicate directly with your customers and give you the opportunity to show off your customer service. This can range from retweeting reviews to promoting special offers.

You can also make use of existing content to push buyers 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 invite your customers to join your email list to get more information. You can also encourage a conversion at this point by asking your followers to include your name in their social media posts after having used your product. This will inspire others to follow suit and spread the word about your company.

Consideration

A well-planned content marketing strategy includes various types of content to engage customers throughout the funnel. Brand awareness campaigns, for instance may include ads as well as blog posts and infographics to address common objections and concerns. This content can be further distributed via social media and emails to drive organic traffic.

As buyers move through the decision-making process when they are considering their options, they begin looking for specific characteristics of products that can help them to make a purchasing decision. This is the perfect time to make use of FAQ pages. Use tools for keyword research such as Ubersuggest or Google search for popular hashtags in your industry to find questions that your readers ask. Then, you can write answers to these questions and then place them in your content funnel map.

During this stage it is essential to present a clear proposition of value that shows how your product or services can solve their problems and make them more cash. This content should also highlight the uniqueness of your brand when compared to that of your competitors.

This is a relatively simple stage to measure, as consumers are making a choice whether or not to purchase. Look at metrics like conversion rate, payment figures and click-through rates to determine if your efforts are working.

As consumers reach the stage of advocacy your brand becomes more and more important to them. They will share your content strategy marketing with others because they are so passionate about it. This is an extremely effective method to increase the number of people who follow your brand. But you'll need to concentrate on creating content that encourages people to share, instead of focusing on only engagement metrics. You might want to consider using a tool like Sprout Social to track the social shares that result from your content marketing efforts. This will give you a more accurate view of your influence.

Decision Making

The majority of people are looking for information at the decision-making stage that validates the purchase and describes how to make use of the product. At this point they want to make sure that your solution will solve their problem and justify the purchase. Quality content is essential at this point, including product guides video, case studies and customer stories of success. Your customers also want to be capable of asking questions and get answers from your support team. Providing them with customized emails and 24 hour customer support is a great way to delight customers and encourage them to share their experience with others.

You're hoping that at this point the customer will turn into an advocate for your brand and will promote it to their friends and co-workers. To turn these advocates into rave customers, you'll be required to provide them with relevant content that helps them gain the most value from your product or service. You can do this by creating personalized newsletters, tutorial videos 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 customers. Content marketing funnels usually focus on revenue as their end goal. However, customers will continue to interact and engage with brands after they make an purchase. This is why it's crucial to think of the funnel as a loop model, rather than an unchanging structure that ends with revenue.

The standard funnels for content marketing can be useful in making your plan however they do not consider the complexity of the buyer's journey. Reimagining the content marketing what is marketing funnel as a circular model can aid in developing an integrated strategy. You can create content that engages your audience and drives conversions by planning for each step of the journey. Then, you can utilize the data from these conversions to optimize your strategy and ensure it's working. Ready to see the difference this approach can make for your company? Contact us today to request a free content marketing guidebook!

Retention

A funnel for marketing content is a useful tool that can assist brands plan their strategy, execute it and evaluate its success. It can also provide insight into the gaps in their content strategy that need to be filled. If a brand has a lot of content targeted at generating the public's attention but only few pieces aimed at the middle of funnel, it should create content specifically for this stage.

Utilize tools such as Ahrefs that look at the average time on a page and bounce rates of each piece to determine how targeted your content is. The higher these numbers are the better your content marketing examples what is content in marketing performing.

It is essential to keep up-to-date and relevant the content you write to be at the top of your funnel. This will keep your audience interested in your brand, its products and services. This can be done by creating new content that focuses on keywords, answers questions that your audience is likely to search for, and highlights current information about your product or industry.

When your target audience enters MOFU and MOFU, they'll be seeking out more information about your products or services, as well as solutions to their problems. It's important to build confidence by giving honest reviews and demonstrating your value.

The final stage of the content marketing funnel is when your customers will make a purchasing decision. This is typically accomplished through restricted content that requires an email address or other type of registration to gain access. This content is meant to transform the awareness and engagement that you've created at the top of your funnel for content marketing into leads that are qualified for your sales team to follow up on.

While customer retention is largely to your support and sales teams, you can have an impact on the customer's experience with your brand by creating content that entices them throughout the entire marketing funnel. This could include useful resources, behind-the scenes information and special offers that only your customers have access to. If you can create a sense of trust with your customers, they'll serve as authentic advocates for your brand and reduce your sales cycle time.