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A Content Marketing Funnel Explained A content marketing funnel helps potential customers to learn more about your company and solve their issues. They also feel comfortable buying from you. Content is best suited for each stage of the funnel. At the top of the funnel Infographics, videos, and checklists attract attention, create leads, and keep readers entertained. Content that is gated, such as templates and guides, also works well at this stage. Awareness At this point, customers are aware of the existence of your brand. They are also aware of the solutions you offer. At this point the content should provide information and help prospects about the issues your solution addresses, as well as the ways it differs from competitors. To determine the gaps in your content at this stage, you must consider the kinds of keywords your audience uses to search online. Through keyword research, you will find the terms your target customers are searching for that indicate a need for your product or service. This information can be used to build a content calendar and then decide which content pieces should be targeted at these terms. Creating content for this stage of the funnel will also help you build brand affinity among consumers. If your customers are more informed about your brand, they will trust you more in your ability to solve their problems. This will result in higher conversion rates for newsletter signups and purchases and click-throughs on your website. A well-planned strategy for content will assist in closing this conversion gap. For instance, if you find that the vast majority of your content is aimed at awareness but not enough is helping buyers make a purchase decision, you could increase your advertising budget to target keywords in the middle of the funnel. Another way to boost the bottom-of-the-funnel sales conversion is by using social media. Social media platforms such as Twitter and Facebook let you interact with your customers directly giving you the opportunity to show your dedication to customer service. This can range from retweeting good reviews to promoting exclusive offers. You can also use existing content to push buyers down the funnel, like case studies or blog posts. For instance, if write a blog post on why your product is better than one from a competitor and you want to post it on social media and ask readers to subscribe to your mailing list for more information. You can also encourage conversions in this stage by asking users to tag you on their social media posts after they have used your product. This will encourage other people to do the same and help spread the word about the brand. Consideration A good content strategy will consist of a variety types that capture consumers at each stage of the funnel. Brand awareness campaigns, for example may include ads as well as blog posts and infographics addressing common concerns and objections. This content could be further shared via social media or email to drive organic traffic. As buyers move through the consideration phase, they begin looking for specific features in a product that can help them make the purchase decision. This is the perfect time to create FAQ pages. Use tools for keyword research like Ubersuggest, or search popular hashtags in 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. At this point it is essential to present an unambiguous value proposition that demonstrates to prospective customers the way your product or service will solve their problems and earn them more money. The content should also highlight your brand's uniqueness compared to your competitors. This is a straightforward step to evaluate because the customer is making a purchase decision. Examine metrics such as conversion rates, payment numbers and click-through rate to determine if your efforts are working. When consumers reach the point of advocacy and become advocates for your brand, it becomes more and more important to them. They will share your content with others because they are so passionate about it. This is a good method of increasing your reach. You'll need to create content that is inspiring people to share it, instead of just looking at engagement metrics. Consider using a tool such as Sprout Social to track the social shares that result from your content marketing efforts. This will give you an accurate picture of your influence. Decision They are looking for content during the decision-making phase that validates the purchase and explains how to use the product. At this point, they want to know that your product will solve their issue and will make their investment worth it. High-quality content is important at this stage, 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 team. Offering them customized emails and 24 hour customer support is a great method to please customers and encourage them to share their experiences with others. At this stage you're hoping that your customer will become a brand advocate and promote your product to their friends and colleagues. To convert these advocates into raving customers, you will have to provide them with valuable content that helps them gain the most value from your product or service. This can be done by creating customized newsletters, tutorial video as well as free trial offers and loyalty programs. After your audience has converted from leads to paying customers It's time to concentrate on retention. Content marketing funnels usually focus on revenue as the end goal. However, customers will remain in contact and interact with brands after making an purchase. This is why it's important to reimagine the funnel as a loop model rather than a static structure that ends with revenue. While conventional content marketing funnels can help you develop your strategy, they don't account for the complexities of the buyer's journey. Reimagining rewrite article tool of content marketing as circular models will help you develop an overall strategy. You can create content that engages your audience and drives conversions by planning for each phase of the process. You can then utilize the data from conversions to improve and test your strategy. Are you ready to experience the impact this approach can make to your company? Contact us today to request a complimentary content marketing guidebook. Retention A funnel for marketing content is a valuable tool that can help brands develop their strategy, implement it, and measure its effectiveness. It can also give them an understanding of the gaps in their strategy for content that need to be filled. For example the case where a brand has a significant amount of content that is geared towards increasing awareness and generating interest, but only a few pieces targeted towards the middle of the funnel, they should be focusing on creating content that is targeted at this stage. A great way to see how well-targeted your content is is to use tools like Ahrefs to analyze the average time on the page and bounce rate of each piece. The higher these numbers are, the more efficient your content is. It's crucial to regularly update and keep relevant the content you write for the top of your funnel. This will keep your customers engaged in your brand, its products and services. The best way to do this is to create new content that focuses on certain keywords, addresses questions that are likely being asked by your customers and provides the most current information regarding your industry or product. As your audience enters the MOFU stage they'll want more details about your product or service, as well as ways to solve their issues. In this stage it is crucial to establish trust by providing honest reviews and demonstrating the value. In the final stage of your content marketing funnel your audience will decide if they want to purchase. This is achieved through gated content, which requires an email address or other form of registration to gain access. The content is designed to turn the awareness and engagement you've created at the top of your funnel into qualified leads. Your sales team will then follow to follow up. While customer retention largely falls into the hands of your support and sales teams, you can influence the journeys of your customers your brand by generating content that delights customers throughout the entire marketing funnel. This can include helpful resources, behind-the-scenes information and special promotions that only your target audience will be able to access. If you can build loyalty with your audience, they'll serve as authentic advocates for your brand and aid in reducing the time it takes to sell your product.