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A content marketing strategy content funnel (official website) Explained

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

At the top of the funnel informational videos, infographics and checklists draw attention, create leads, and keep the readers engaged. 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 provide. This is where the content is created to educate potential customers and inform them about the problems that your solution addresses and also the differences from competitors.

Consider the keywords that your audience uses when searching online. Keyword research can be used to determine what terms your target audience is using when searching online. This will assist you in determining whether your product or service is needed. This information can be used to create an editorial calendar and determine which content pieces are specifically targeted to these terms.

Additionally, creating content for this stage of the funnel helps to build brand loyalty with customers. The more consumers learn about your brand, the more confidence they'll have in your ability to solve their problems. This results in higher conversion rates for newsletter signups and purchases, as well as clickthroughs on your website.

A well-planned strategy for content can also assist in closing the gap in conversion. If, for instance you find that most of your content is targeted at increasing awareness, but nothing is influencing buyers to make a purchase decision, then you could increase the amount you spend on ads that target middle-funnel keywords.

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 showcase your dedication to customer service. This can range from retweeting positive reviews to promoting exclusive offers.

You can also use content that already exists to push buyers down the funnel, like case studies or blog posts. If you write a blog post explaining the reasons why your product is superior to a competitor's you can share it on social media and invite your readers to join 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've used your product. This will inspire other users to do the same, and help spread the word about the brand.

Consideration

A successful content marketing strategy should include a mix of content types to attract customers throughout the funnel. Brand awareness campaigns, for example, might include ad copy, but also blog posts and infographics to address the most common issues and objections. These content pieces can be distributed via email or social media to boost organic traffic.

As consumers move through the process of considering and begin to look for specific features of the product that can help them make an informed purchase decision. Frequently asked questions (FAQ) pages are a great type of content for this phase. Use keyword research tools like Ubersuggest or search for popular hashtags for your industry to find questions that your audience is asking. Find answers to these questions and then place them on your content funnel map.

In this phase, it's important to provide a clear value proposition that shows potential customers what your product or service can solve their problem and make them more money. This content should also highlight your brand's uniqueness compared to the competition.

This is an easy step to evaluate because the consumer is making a decision to buy. To see whether you're getting the job done, look for metrics such as conversion rate, number of payments and click-through rates.

As they move into the advocacy stage they become loyal fans of your brand and are more likely to share your content because they feel strongly about it. This is an effective way to increase your audience. But you'll have to focus on creating content that entices people to share, rather than focusing on purely engagement metrics. Use Sprout Social, for example to track the number of shares on social media that are a result of your marketing efforts with content. This will give you a clear picture of the impact you have.

Decision

The majority of people are looking for information at the decision-making stage that substantiates the purchase and provides instructions on how to make use of the product. At this point, they want to know that your solution solves their issue and will make their investment worthwhile. It is crucial to have high-quality content at this stage, including product guides, case studies, videos and customer success stories. Your customers want to be able ask questions and receive answers from your support staff. It is a great way to impress your customers and to encourage them to share their experiences.

At this point you're hoping that the customer will become a brand advocate and will recommend your product to their colleagues and friends. To convert those who are advocates to raving fans, you'll have to provide them with relevant information that will allow them to make the most of your product or service. You can accomplish this by creating personalised newsletters, tutorial videos as well as free trial offers and loyalty programs.

It's time to start focusing on retention after your audience has transformed from leads to paying clients. Content marketing funnels tend to concentrate on revenue as the end goal. However, consumers will remain in contact and interact with brands even after they have made purchases. It's essential to think of the funnel as a dynamic structure that incorporates revenue, instead of a static model.

While traditional funnels for marketing content can help you plan your strategy but they don't take into account the complexity of the buyer journey. Reimagining the funnel of content marketing as a circular model can help you develop a more holistic strategy. You can create content that is engaging your target audience and increases conversions by planning for each phase of the process. Then, you can use the information from these conversions to optimize your strategy and make sure that it's working. Are you ready to experience the impact this approach can make for your company? Contact us today to request a free Content marketing playbook!

Retention

A funnel for marketing content can be a useful tool for helping brands plan and implement their strategy. It will also help them determine the gaps in their strategy content marketing. For instance when a company has a lot of content geared toward awareness and interest, but few pieces aimed at the middle of the funnel, they should be focusing on creating content that is targeted at this stage.

One of the best ways to gauge how targeted your content is is to use tools like Ahrefs to determine the average time spent on page and bounce rate of each piece. The higher these numbers are the more efficient your content is.

After you've put together content for the top of your funnel for marketing content It's crucial to keep it current and relevant. This will ensure that your audience remains interested and engaged in your brand and its products or services. This can be accomplished by creating new content that is focused on keywords, addresses questions your audience is likely to look for, and highlights the latest information regarding your industry or product.

As your audience enters the MOFU stage they'll want more details about your product or service as well as ways to solve their problems. It's important to build confidence by giving honest reviews and demonstrating your worth.

The final step of the funnel for content marketing is where your audience will make a purchase decision. This is accomplished through gated content, which requires an email or other form of registration to access. This content is meant to convert the awareness and engagement that you've built at the top of your funnel for content marketing into leads that are qualified for your sales team to follow up with.

While customer retention falls mainly into the hands of your sales and support teams, you can influence the customer's experience with your brand by creating content that entices them throughout the entire content marketing funnel. This can include useful sources, behind-the-scenes details and special deals that only your audience has access to. If you can build trust with your audience, then they will become your best content marketing agency advocates and help to reduce your sales cycle.