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A Content Marketing Funnel Explained

A content marketing funnel is a way to let potential customers learn more about your brand, discover solutions to their problems and become confident in purchasing from you. Content is more appropriate for each stage of the funnel.

At the top of the funnel Infographics, videos, and checklists grab attention, create leads, and keep customers engaged. Content that is gated, such as templates and guides works well at this stage.

Awareness

At this stage, consumers are aware that your brand exists. They are also aware of the solutions you offer. This is where the content is created to educate and inform potential customers about the challenges your solution solves and also the differences from competitors.

To identify your content marketing consultant gaps at this point, think about the kinds of keywords your target audience uses to browse online. Keyword research can be used to determine the terms your customers use when they search online. This will assist you in determining whether your product or service is needed. This information can then be used to create an editorial calendar and determine the types of content that focus on those keywords.

As a bonus creating content for this part of the funnel helps you build your brand affinity with customers. If your customers are more informed about your brand, they will trust you more in your ability to solve their problems. This translates into higher conversion rates, whether it's purchase orders, newsletter sign-ups or click-throughs to your website.

A well-planned strategy for content can also assist in closing the gap in conversion. For instance, if you find that the vast majority of your content is aimed at educating, but not enough is helping buyers make a purchase decision, you can increase the amount of money you spend on advertising campaigns to target keywords in the middle of the funnel.

Social media is yet another method to boost your bottom-of-the-funnel conversion. Social media platforms such as Twitter and Facebook let you interact directly with your customers giving you the opportunity to showcase your commitment to customer service. This can range from posting positive reviews on Twitter to promoting special offers.

You can also leverage existing content to push customers to the bottom of the funnel for a lower cost, such as blog posts or case studies. If you write a blog post that explains why your product is superior to the competition's you can share it on social media and encourage your readers to join your email list to get more information. You can also encourage conversion at this point by asking your followers to tag you in their social media posts after having used your product. This will inspire other users to follow suit and help spread the word about your brand.

Consideration

A well-planned content marketing strategy should include various types of content to capture consumers at every stage of the funnel. Brand awareness campaigns, for instance could include ad copy, but also blog posts and infographics to address common concerns and objections. These pieces of content can be shared via email and social media platforms to increase organic traffic.

As buyers move through the process of considering, they start looking for specific characteristics of products that will help them make a purchase decision. This is the perfect time to make use of FAQ pages. Use tools for keyword research such as Ubersuggest or search for popular hashtags in your industry to discover the questions your readers are asking. Then, craft answers to these questions and include them in your b2b content marketing funnel map.

In this phase, it's crucial to provide an enticing and compelling argument that demonstrates how your product or service can solve their problems and make them more cash. The content should also highlight your brand's uniqueness compared to your competitors.

It's a fairly simple stage to measure, as consumers are making a decision whether they want to buy. Consider metrics like conversion rate, payment numbers and click-through rate to determine whether your efforts are achieving.

When consumers reach the advocacy stage they become loyal fans of your brand and share your content marketing what is 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 is inspiring people to share it instead of just focusing on engagement metrics. Utilize Sprout Social, for example to track social shares that are a result of your content marketing efforts. This will give you a more accurate view of your influence.

Decision

At the point of making a decision the buyers are looking for content that confirms their purchase and provides instructions on how to utilize the product. At this point, they want to know that your product solves their issue and will make their investment worthwhile. Quality content is essential at this stage, including product guides videos, case studies and customer success stories. Your customers also want to be capable of asking questions and get answers from your support team. It's a great way to impress your customers and to encourage them to share their experiences.

You hope that at this point the customer will turn into an advocate for your brand and will promote it to their coworkers and friends. To convert these advocates into enthusiastic customers, you'll need to provide them valuable information 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.

After your audience has converted from leads to paying customers and paying customers, it's time to concentrate on retention. The conventional content marketing funnel models tend to see revenue as the conclusion of the process, however it is important to keep in mind that consumers will continue to interact with brands even after they have made a purchase. It's crucial to reimagine funnels as a dynamic structure that includes revenue, not static models.

The standard funnels for content marketing can be useful in creating your strategy however they do not consider the complexity of the buyer's journey. Instead reinventing the funnel as loops will aid in creating an effective and holistic content marketing strategy. By planning for each stage of the process you'll be able to develop content that will engage your audience and drive conversions. You can then use the information from conversions to improve and test your strategy. Are you interested in learning how this strategy can benefit your business? Contact us today and request a free content marketing content examples playbook.

Retention

A funnel for content marketing is a valuable tool that helps brands develop their strategy, implement it and measure its success. It can also provide visibility into the gaps in their content of marketing strategy strategy that need to be filled. If a company has a lot of content geared towards attention and interest, but only a few pieces aimed at middle of funnel, it should create content specifically for this stage.

An excellent way to determine how on-target your content is to use tools like Ahrefs to determine the average time on page and bounce rate of each piece. The higher these numbers are, the more effective your content.

After you've put together content to be the top of your content marketing funnel It's essential to keep it fresh and relevant. This will keep your customers engaged in your brand, its products and services. This can be done by creating content that is focused on key words, addresses questions that your target audience is likely to search for, and provides the latest information regarding your industry or product.

When your customers enter MOFU the audience will be looking for more details about your products or services as well as solutions to their issues. At this stage it's crucial to build trust by providing honest reviews and demonstrating value.

The final phase of the funnel for content marketing is where your audience will make a purchase. This is accomplished through gated content, which requires an email or other form of registration to access. This content is designed to turn the awareness and engagement you've created at the top of your funnel into qualified leads. Your sales team can follow to follow up.

You can still influence the customer journeys through your brand, even if the support and sales teams are the primary ones responsible for retention of customers. Create content that will delight your customers throughout the entire funnel of content marketing. This could include helpful sources, behind-the-scenes information, and special deals that only your customers have access to. If you can build trust among your audience they'll be able to serve as genuine advocates for your brand and reduce your sales cycle times.