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A Content Marketing Funnel Explained

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

Checklists, videos, and infographics are effective in getting attention, creating leads and keeping readers interested. Gated content, like guides and templates, also works well at this stage.

Awareness

At this point, customers know that your brand exists. They are also aware of the solutions you offer. This stage is where content marketing b2b is designed to educate potential customers and inform them about the challenges your solution solves and also the differences from competitors.

To understand your content gaps at this stage, you must consider the kinds of keywords your audience uses to search online. Using keyword research, you will find out which terms your audience is searching for that indicate an interest in your product or service. This information can then be used to create an editorial calendar and decide the types of content that focus on those keywords.

Creating content for this stage of the funnel can help you build brand loyalty among consumers. The more your consumers know about your brand, they'll trust you more in your ability to solve their issues. This leads to higher conversion rates, be it newsletter signups, purchases or click-throughs to your website.

A well-executed content strategy can also assist in closing the gap in conversion at this stage. For instance, if find that the vast majority of your content what is content in marketing aimed at gaining awareness, but not enough of it is pushing buyers toward the purchase decision, you can increase spending 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 permit you to communicate directly with your customers, providing you the chance to show your customer service. This could include anything from retweeting positive reviews to promoting special deals.

You can also make use of content that already exists to guide buyers through the funnel, such as case studies or blog posts. For instance, if you write a post about how your product is superior than a competitor's, you can share it on social media and invite readers to subscribe to your email list to receive more information. You can also encourage conversions at this point by asking users to tag you on their social media posts once they have tried your product. This will inspire other users to do the same and spread the word about your brand.

Then there is the consideration

A good content marketing strategy includes the use of a variety of types of content to capture consumers at every stage of the funnel. Brand awareness campaigns, for example, might include ad copy as well as blog posts and infographics to address the most common issues and objections. The content can then be shared via social media or email to drive organic traffic.

As buyers move through the consideration stage when they are considering their options, they begin looking for specific characteristics of products that will assist them make a purchase decision. Frequently asked questions (FAQ) pages are a great content type for this phase. Utilize tools for keyword research such as Ubersuggest or Google search for popular hashtags within your industry to discover questions that your customers are asking. Create answers to these questions and then put them on your content funnel map.

In this phase it is essential to present an unambiguous proposition that shows how your product or service can solve their problems and earn them more money. The content should also emphasize the distinctiveness of your brand when compared to the brands of your competition.

This is an easy step to evaluate because the customer is making a purchase. Look at metrics like conversion rate, payment numbers and click-through rates to determine whether your efforts are achieving.

As they move into the advocacy stage and become loyal customers of your brand and are more likely to share your content because they feel so strongly about it. This is a good method of increasing your reach. However, you must focus on creating content marketing on social media that inspires people to share, instead of focusing on only engagement metrics. Use Sprout Social, for example to track social shares as a result of your marketing efforts with content. This will give you a clear picture of the impact you have.

Decision

At the decision stage consumers are seeking information that proves their purchase and outlines how to use the product. At this point, they want to know that your product will resolve their problem and make the investment worth it. High-quality content is important at this stage, including product guides videos, case studies and customer stories of success. Your customers would like to have questions answered and get answers from your support team. Offering them customized emails and 24 hour customer support is a great way to please your customers and encourage them to share their experiences with others.

You hope that at this point the customer will turn into an advocate for your brand and promote it to their friends and co-workers. In order to convert those who are advocates to raving fans you'll have to provide them with useful content that can help them make the most of your product or service. Personalized newsletters tutorial videos free trial offers and loyalty programs are great ways to do this.

After your audience has changed from leads to paying customers, it's time to focus on retention. The traditional funnel for content marketing for b2b marketing models tend to treat revenue as the conclusion of the journey, but it is important to remember that consumers continue to interact with brands even after they have purchased. Therefore, 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 develop your strategy but they don't take into account the complexities of the buyer journey. Reimagining the content marketing funnel as a circular model can help you develop a more holistic strategy. You can create content that is engaging your audience and drives conversions by planning for each stage of the process. You can then use the data from conversions to enhance and test your strategy. Ready to see the difference this approach can make to your business? Contact us today and request a free playbook for content marketing.

Retention

A content marketing funnel can be a valuable tool to help brands plan, execute and measure their strategy. It can also give them visibility into the gaps in their strategy for content that need to be filled. If a brand has lots of content targeted at generating awareness and interest but very few pieces aimed at middle of funnel, it needs to develop content for this stage.

One of the best ways to gauge how well-targeted your content is is to use tools like Ahrefs to determine the average time on the page and bounce rate of each piece. The higher these numbers are, the better performing your content marketing for b2b.

It's important to keep up-to-date and relevant the content you write for the top of your funnel. This will keep your customers engaged in your brand, its products and services. This can be done by creating content that is focused on keywords, addresses questions your audience is likely to look for, and highlights current information about your business or product.

As your audience enters the MOFU stage they'll want more information on your product or service, as well as ways to solve their problems. At this stage it's crucial to build trust by providing honest reviews and demonstrating the value.

In the final stage of your funnel for marketing content, your audience will decide if they want to purchase. This is usually done through gated content that requires an email address or some other type of registration to access. The content is designed to turn the engagement and awareness that you've created at the top of your funnel into qualified leads. Your sales team will follow to follow up.

You can still influence the customer journeys through your brand, even though the support and sales teams are the primary ones responsible for retention of customers. Create content that delights your customers throughout the entire process of content marketing. This can include helpful resources, behind-the-scenes information and special promotions that only your audience will be able to access. If you can build loyalty with your audience they'll become authentic advocates for your product and naturally help reduce your sales cycle times.