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A Content Marketing Funnel Explained

A content marketing funnel is a method to let potential customers learn more about your brand, find solutions to their problems, and then feel comfortable buying from you. Content is more appropriate for every stage of the funnel.

At the top of the funnel informational videos, infographics and checklists attract attention, bring in leads, and keep readers entertained. Templates and guides that are gated perform well at this stage.

Awareness

At this point, consumers are simply aware of your brand and the solutions you offer. In this stage the content should provide information and help prospects on the problems your solution solves, as well as what makes it different from competitors.

To identify your content gaps at this point, think about the types of keywords your audience uses to search online. Using keyword research, you can figure out what terms your audience is searching for and which suggest the need for your product or service. This information can be used to develop an editorial calendar and figure out the types of content that target those terms.

In addition creating content marketing what is for this part of the funnel can help to build brand loyalty with your customers. The more consumers learn about your brand, the more trust they'll have in your capability to solve their issues. This leads to greater conversion rates, whether it's newsletter signups, purchases or clickthroughs to your site.

A well-executed content strategy can also help you close the gap between conversion and purchase at this stage. For instance, if discover that the majority of your content is targeted at educating, but not enough is influencing buyers towards a purchase decision, you may increase spending on advertising campaigns to focus on middle-funnel keywords.

Social media is another way to boost your bottom-of-the-funnel conversion. Social media platforms like 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 range from tweeting good reviews to promoting special offers.

You can also make use of existing content marketing trends to guide buyers through the funnel, like blog posts or case studies. For instance, if you write a blog post explaining the advantages of your product than the competition's, you can post it on social media and ask readers to subscribe to your email list for more details. You can also encourage conversion in this stage by asking your followers to tag you on their social media posts after having used your product. This will encourage others to do the same and spread the word about your brand.

Then there is the consideration

A good content marketing strategy incorporates the use of a variety of types of content to attract customers at every stage of the funnel. Brand awareness campaigns, for example may include ads as well as blog posts and infographics to address common objections and concerns. The content can then be shared via social media or emails to drive organic traffic.

As consumers progress through the consideration phase and begin to look for specific features of the product which will assist them in making an informed purchase decision. Frequently asked questions (FAQ) pages are a great content type for this stage. Use tools for keyword research such as Ubersuggest or search for popular hashtags in your industry to discover the people who are asking. Create answers to these questions, and then place them on your content funnel map.

In this phase it is essential to present a clear value proposition that demonstrates to prospective customers how your product or service will solve their problem and make them more money. The content should also emphasize the uniqueness of your brand compared to your competitors.

This is a relatively simple stage to measure, since consumers are making a choice whether or not to purchase. Examine metrics such as conversion rate, payment numbers and click-through rates to determine whether your efforts are achieving.

As consumers reach the advocacy stage, your brand becomes increasingly important to them. They will be sharing your content with others because they are so enthusiastic about it. This is a great way to increase your audience. But you'll need to concentrate on creating content that inspires people to share, rather than focusing on purely engagement metrics. Utilize Sprout Social, for example to track the number of shares on social media that result from your content marketing efforts. This will give you a clear picture of the impact you have.

Decision Making

The majority of people are looking for information in the decision-making process that substantiates the purchase and describes how to use the product. At this stage they want to make certain that your product will solve their issue and justify the investment. At this point it is essential to provide high-quality content, such as product guides as well as case study videos and customer success stories, is essential. Customers also want to be in a position to ask questions and get answers from your support team. Providing them with personalized emails and round-the-clock 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 turn these advocates into enthusiastic customers, you'll need to provide them valuable content that allows them to get the most from your product or service. You can accomplish this by creating customized newsletters, tutorial video free trial offers, and loyalty programs.

It's time to begin focusing on the retention of your audience after it has transformed from leads to paying clients. The conventional content marketing funnel models tend to view revenue as the end of the process, however it's important to keep in mind that consumers continue to engage with brands after they've made a purchase. For this reason, it's important to reimagine the funnel as a loop model, rather than an unchanging structure that ends with revenue.

While traditional funnels for marketing content can help you plan your strategy content marketing, they don't account for the complexities of the buyer's journey. Reimagining the content marketing funnel as a circular model will help you develop a more holistic strategy. By planning for each stage of the journey, you'll be able to create content that is engaging your audience and increase conversions. You can then use the information from these conversions to improve your strategy and ensure that it's working. Are you ready to experience the impact that this approach can bring to your company? Contact us today to request a complimentary Content marketing playbook!

Retention

A content marketing funnel can be a valuable tool to help brands plan and execute their strategy. It can also provide insight into the gaps in their content strategy that need to be filled. If a company has a lot of content that is geared towards generating awareness and interest but very few pieces aimed at the middle of funnel, it must create content for this stage.

Use tools like Ahrefs that analyze the average time spent on page and bounce rates of each piece to determine how targeted your content is. The higher these numbers are, the more efficient your content is.

It is essential to keep up-to-date the content you create for the top of your funnel. This will keep your customers interested in your brand, its products and services. The best method to accomplish this is to create fresh content that is focused on specific keywords, provides answers to questions that are likely being sought by your target audience and provides the most recent information on your industry or product.

When your customers enter MOFU and MOFU, they'll be seeking out more information about your product or services, as well as solutions to their issues. It's important to build trust by giving honest reviews and demonstrating your value.

The final stage of the funnel for content marketing is where your audience will make a purchase. This is achieved through gated content that requires an email or another form of registration to access. This content marketing b2b is meant to transform the awareness and engagement that you've built at the top of your content marketing funnel into qualified leads for your sales team to follow up with.

While customer retention is largely into the hands of your sales and support teams, you can still influence your customers' journeys with your brand by creating content that entices them throughout the entire content marketing funnel. This can include helpful resources, behind-the-scenes information and special promotions that only your audience will be able to access. When you can foster trust with your customers they'll be able to serve as genuine advocates for your brand and aid in reducing your sales cycle time.