A content marketing funnel - telegra.ph - Explained
(Image: https://www.sickseo.co.uk/wp-content/uploads/2023/03/diagram.jpgÿ)A content marketing funnel can let potential customers learn more about your company, find solutions to their problems and then feel comfortable buying from you. Different types of content work better for every phase of the funnel.
At the top of the funnel Infographics, videos, and checklists draw attention, bring in leads, and keep readers entertained. Content that is gated, such as templates and guides performs well at this stage.
Awareness
At this stage, consumers know that your brand exists. They are also aware of the solutions you offer. This stage is where content is designed to educate and inform potential customers about the issues your solution solves and its distinct features from competitors.
To identify your content gaps for this stage, consider the kinds of keywords your audience uses to search on the internet. Keyword research can be used to determine what terms your customers use when searching online. This will assist you in determining whether your product or service is needed. These data can be used to build an editorial calendar and determine which content pieces should be specifically targeted to these terms.
As a bonus, creating content for this phase of the funnel will help to build brand loyalty with consumers. The more consumers learn about your brand, the more trust they'll have in your capability to solve their problems. This results in higher conversion rates for newsletter signups and purchases and click-throughs on your website.
A well-planned and executed content strategy can help you close the conversion gap in this stage. For example, if you discover that the majority of your linkedin content marketing is targeted at educating, but not enough is helping buyers make a purchase decision, you could 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 increase your bottom-of funnel conversion. Social media platforms like Twitter and Facebook enable you to engage with your customers directly, giving you the opportunity to show off your dedication to customer service. This can include posting positive reviews on Twitter to promoting special offers.
You can also utilize existing content to guide buyers through the funnel, like blog posts or case studies. For instance, if you write a post about how your product is superior than the competition's then you can share it on social media and ask readers to subscribe to your mailing list for more details. You can also encourage conversions in this stage by asking users to include your name on their social media posts after they have tried your product. This will motivate others to follow suit and spread the word about your company.
Inquiry
A good content marketing strategy includes a mix of content types to capture consumers at every stage of the funnel. For example, brand awareness campaigns might contain ads however, they should also include blogs and infographics that address common objections and concerns. This content could be further shared via social media and email to drive organic traffic.
As buyers move through the decision-making process, they begin looking for specific features of the product that can help them make a purchase decision. This phase is a great time to use FAQ pages. Utilize tools for keyword research like Ubersuggest or search for popular hashtags within your industry to discover questions that your readers ask. Find answers to these questions, and then put them on your content funnel map.
During this stage it is crucial to present an enticing and compelling argument that shows how your product or service will solve their problems and generate more revenue. This content should also highlight your brand's uniqueness compared to your competitors.
This is a straightforward stage to gauge because the consumer is making a purchase decision. To determine whether you're getting the job accomplished, look for metrics like conversion rate, number of payments and click-through rates.
As consumers move into the advocacy stage they become loyal fans of your brand and share your content because they feel strongly about it. This is an effective method to increase the number of people who follow your brand. But you'll need to concentrate on creating content that encourages people to share it, instead of focusing on only engagement metrics. Utilize Sprout Social, for example to track the number of shares on social media that result from your marketing efforts with content. This will give you a more precise picture of the impact you have.
Decision
At the decision stage the buyers are looking for information that proves their purchase and provides instructions on how to utilize the product. At this point, they want to be certain that your product will solve their problem and justify the cost. At this point it is essential to provide high-quality content, such as product guides and case study videos and customer success stories are essential. Your customers should also be able to ask questions and receive answers from your support team. Offering them personalized emails and 24/7 customer support is an excellent way to delight customers and encourage them to share their experience with others.
At this stage you're hoping that your customer will become a brand advocate and will recommend your product to their friends and colleagues. To convert those who are advocates to raving fans, you'll have to provide them with valuable content that can help them make the most of your product or service. This can be done by creating personalized newsletters, tutorial videos, free trial offers and loyalty programs.
After your audience has converted from leads to paying customers and paying customers, it's time to concentrate on retention. The standard funnel for content marketing models tend to view revenue as the conclusion of the process, however it's crucial to remember that consumers continue to interact with brands after they've made a purchase. It's crucial to reimagine funnels as a dynamic model that includes revenue, instead of an unchanging model.
While traditional funnels for marketing content can help you develop your strategy but they don't take into account based content marketing the complexity of the buyer journey. Reimagining the content marketing funnel as circular models will help you develop a more holistic strategy. By planning for each stage of the process you'll be able to create content that is engaging your audience and drive conversions. You can then use the data from conversions to optimize and test your strategy. Are you ready to see the difference that this approach can make to your business? Contact us today to request a free content marketing guidebook.
Retention
A content marketing funnel is a valuable tool that helps brands plan their strategy, implement it and measure its success. It can also assist them in identifying the areas where they are lacking in their strategy. If a brand has lots of content geared towards awareness and interest but very few pieces aimed at the middle of funnel, it should create content specifically for this stage.
Use tools like Ahrefs that look at the average time on page and bounce rates of each piece to determine how specific your content is. The higher these numbers, the better performing your content.
It's crucial to regularly keep up-to-date the content you write to ensure that you are at the top of your funnel. This will ensure that your audience remains interested and engaged in your brand and the products or services it offers. This can be accomplished by creating new content which is focused on key words, addresses questions that your target audience is likely to search for, and provides the most the latest information regarding your business or product.
When your audience arrives at the MOFU stage they'll want more details about your product or service, as well as ways to solve their issues. It's also crucial to establish confidence by providing honest reviews and demonstrating the value of your product.
The final phase of the funnel for content marketing is when your customers will make a purchasing decision. This is typically accomplished through restricted content that requires an email address or some other method of registration to access. The purpose of this content is to transform the interest and awareness you've created at the top of your content marketing funnel into leads that are qualified for your sales team to follow up on.
While customer retention largely falls to your support and sales teams, you can influence the customer's experience with your brand by creating content that entices them throughout the entire content marketing funnel. This could include helpful sources, behind-the-scenes information and special deals that only your audience has access to. If you can build trust with your customers, they'll serve as authentic advocates for your product and aid in reducing the time it takes to sell your product.