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A Content Marketing Funnel Explained A funnel for content marketing helps potential customers discover more about your company and solve their issues. They also feel confident to buy from you. Different kinds of content work best in each phase of the funnel. At the top of the funnel informational videos, infographics and checklists grab attention, create leads, and keep readers engaged. Guides and templates that are gated perform well in this stage. Awareness At this point, consumers are simply aware of the existence of your brand and the services you offer. This is the stage where content is designed to educate and inform potential customers about the issues your solution addresses as well as its differences from competitors. To understand your content gaps for this stage, consider the different types of keywords that your customers use to search online. Through keyword research, you will find out what terms your customers are searching for that indicate an interest in your product or service. These information can be used to create a content calendar and then decide which content pieces are targeted at these terms. The creation of content for this phase of the funnel can help you build brand loyalty with your customers. The more people are aware of your brand, the more trust they'll have in your capability to solve their issues. This leads to higher conversion rates for newsletter signups and purchases and click-throughs on your website. A well-executed strategy for content can also assist in closing this gap in conversion. If, for example, you find that most of your content is targeted at generating awareness, but not enough influence buyers to make a purchase decision, then you could increase your spending on ads that target middle-funnel keyword phrases. Social media is yet another method to increase your bottom-of funnel conversion. Social media platforms such as Twitter and Facebook enable you to engage directly with your customers giving you the opportunity to show off your commitment to customer service. This could include anything from retweeting good reviews to promoting special offers. You can also utilize existing content to help buyers move through the funnel, like 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 via social media and encourage your readers to join your email list to receive more details. You can also encourage conversions in this stage by asking users to include your name on their social media posts once they have tried your product. This will motivate others to do the same and spread the word about your brand. Then there is the consideration A successful content strategy will comprise a variety of content types that attract customers at every stage of the funnel. For instance the brand awareness campaigns could include ads but they should also feature blog posts and infographics that provide answers to common issues and objections. These content pieces can be distributed via email or social media to boost organic traffic. As buyers move through the decision-making process when they are considering their options, they begin looking for specific features of products that can help them make a purchase decision. Frequently asked questions (FAQ) pages are a great type of content for this stage. Utilize tools for keyword research like Ubersuggest or search for popular hashtags within your industry to discover questions that your customers are asking. Find answers to these questions and then add them to your content funnel map. During this stage it is essential to present a clear proposition of value that demonstrates how your product or services can solve their issues and make them more cash. The content should also demonstrate the distinctiveness of your brand when compared to your competitors. This is a relatively easy step to measure, as consumers are making a decision whether or not to purchase. Consider metrics like conversion rates, payment numbers and click-through rates to determine whether your efforts are achieving. As consumers move into the advocacy stage, they become loyal followers of your brand. They also share your content because they feel so strongly about it. This is an extremely effective method of growing your audience. You'll need to create content that encourages people to share it instead of simply focusing on engagement metrics. Use Sprout Social, for example to track the number of shares on social media as a result of your marketing efforts with content. This will give you a more precise picture of the impact you have. Decision Making They are looking for content at the decision-making stage that confirms the purchase and describes how to use the product. At this point, they want to know that your solution will resolve their problem and make the investment worthwhile. Quality content is essential at this point, such as product guides, case studies, videos and customer stories of success. Your customers should also be able to ask questions and receive answers from your support team. It is a great way to impress your customers and inspire them to by sharing their experiences. You hope that at this point the customer will become an advocate for your brand and promote it to their friends and co-workers. In order to convert these advocates into raving supporters you'll have to provide them with useful content that will help them get the most out of your product or service. You can do this by creating customized newsletters, tutorial videos free trial offers, and loyalty programs. Once your audience has transformed from leads into paying customers, it's time to focus on retention. The traditional funnel for content marketing models tend to see revenue as the end of the journey, however it is important to remember that consumers will continue to engage with brands after they have made a purchase. It's crucial to reimagine the funnel as a dynamic structure that includes revenue, rather than static models. While conventional content marketing funnels can help you develop your strategy but they don't take into account the complexities of the buyer's journey. Instead, reimagining the funnel as loop models can assist you in developing an effective and more holistic content marketing strategy. You can create content that is engaging your target audience and increases conversions by planning for each phase of the journey. You can then use the information from conversions to enhance and test your strategy. Are you ready to experience the impact this approach can make for your business? Contact us today to request a complimentary content marketing playbook. Retention A funnel for content marketing can be a valuable tool to help brands plan and implement their strategy. seo tools for content writing will also help them determine the weaknesses in their strategy. For instance, if a brand has a significant amount of content that is geared towards increasing awareness and generating interest, but only a few pieces that are geared towards the middle of the funnel, they should be focusing on creating content for this stage. One of the best ways to gauge how targeted your content is is to utilize tools such as Ahrefs to look at the average time on page and bounce rate of each piece. The higher these numbers are, the more effective your content. Once you've written content that will be at the top of your funnel for marketing content It's essential to keep it current and relevant. This will keep your customers interested in your brand and its products and services. The best way to do this is to create new content that is focused on specific keywords, provides answers to questions that are likely being sought by your target audience, and highlights the most recent information on your business or product. As your audience steps onto the MOFU stage, they'll be looking for more details about your product or service as and ways to resolve their issues. It's also crucial to establish confidence by providing honest reviews and demonstrating your value. In the final phase of your funnel for marketing content, your audience will decide if or not to buy. This is usually done through gated content that requires an email address or other form of registration in order to gain access. This content is meant to transform the awareness and engagement that you've cultivated at the top of your content marketing funnel into qualified leads for your sales team to follow up with. While customer retention is largely in the hands of your support and sales teams, you can influence the customer's experience with your brand by generating content that delights them throughout the entire content marketing funnel. This could include helpful resources, behind the scenes details and special deals that only your customers have access to. If you can build trust to your customers, they will become your most loyal advocates and will help you reduce the time to sell.