12 Companies Setting The Standard In Content Marketing Funnel
A Content Marketing Funnel Explained
A funnel for content marketing helps potential customers learn more about your company help them solve their problems and feel confident to buy from you. Different types of content work better for every phase of the funnel.
At the top of the funnel informational videos, infographics and checklists attract attention, generate leads, and keep readers entertained. Guides and templates that are gated work well in this stage.
Awareness
At this point, customers are aware that your brand exists. They are also aware of the solutions you offer. In this stage the content should give answers and educate potential customers about the issues your solution solves and the ways it differs from competitors.
Consider the keywords that your target audience is using to search online. By conducting keyword research, you can find out what terms your audience is searching for and which suggest a need for your product or service. These information can be used to create an editorial calendar and determine which content pieces are designed to target these keywords.
In addition, creating content for this part of the funnel can help to build brand loyalty with your customers. If your customers are aware about your brand, they will have greater confidence in your ability to solve their problems. This leads to higher conversion rates for newsletter signups or purchases and click-throughs on your website.
A well-planned and executed content strategy can assist in closing the conversion gap in this stage. If, for instance you find that most of your content is aimed at increasing awareness, but not enough influences buyers to make a purchase decision, then you can increase the amount you spend on advertising campaigns targeting middle-funnel keywords.
Another way to increase the bottom-of-the-funnel sales conversion is by using social media. Social media platforms like Twitter and Facebook allow you to interact directly with your customers, giving you an opportunity to showcase your customer service. This could include anything from retweeting reviews to promoting special deals.
You can also use existing content to push customers to the bottom of the funnel for a lower cost, such as blog posts or case studies. For example, if you write a post about the advantages of your product than one from a competitor, you can post it on social networks and invite readers to subscribe to your mailing list to receive more information. You can also encourage conversion at this stage by asking your customers to tag you on their social media posts after having used your product. This will inspire other users to do the same, and will help spread the word about the brand.
Consideration
A good content marketing strategy incorporates a mix of content types to attract customers at every stage of the funnel. For example the brand awareness campaigns could include ad content, but they should also include blog posts and infographics which address common objections and concerns. These content pieces can be shared via email and social media to increase organic traffic.
As consumers progress through the decision-making process and begin to look for specific features of products that will help them make a buying decision. Frequently asked questions (FAQ) pages are a great type of content to use in this phase. Use tools for keyword research such as Ubersuggest or Google search for popular hashtags in your industry to discover questions that your customers are asking. Then, you can write answers to these questions and then place them in your content funnel map.
During this phase, it's crucial to provide an enticing and compelling argument that demonstrates how your product or service will solve their problems and earn them more money. The content should also emphasize the uniqueness of your brand compared to the brands of your competition.
This is an easy step to evaluate because the consumer is making a purchase decision. To see if you're getting the job completed, check out metrics such as conversion rate, number of payments and click-through rates.
As they reach the point of advocacy, your brand becomes increasingly important to them. They will share your content with friends because they feel so passionate about it. This is an extremely effective method of growing your audience. You'll need to create content that encourages people to share it, rather than just looking at engagement metrics. You might want to consider using a tool such as Sprout Social to track the social shares that result from your content marketing efforts. This will give you a more precise picture of your impact.
Decision
In the final phase consumers are seeking information that proves their purchase and outlines how to use the product. At this point, they need to be confident that the solution will resolve their problem and will make their investment worth it. At this stage, high-quality content, such as product guides, case study videos, and customer success tales are essential. Your customers should also be able to ask questions and get answers from your support team. Sending them personalized emails and 24/7 customer service is a great way to delight customers and encourage them to share their experience with others.
You hope that at this stage 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 fans, you'll need to provide them with useful information that will allow them to get the most out of your product or service. This can be done by creating personalised newsletters, tutorial videos free trial offers, and loyalty programs.
After your audience has changed from leads to paying customers, it's time to focus on retention. Content marketing funnels tend to focus on revenue as their final goal. However, consumers will continue to interact and interact with brands after they make a purchase. For this reason, it's important to reimagine the funnel as a loop model rather than a static structure that concludes with revenue.
While conventional content marketing funnels can aid in planning your strategy but they don't take into account the complexities of the buyer journey. Reimagining the funnel of content marketing as a circular model can aid in developing a more holistic strategy. By planning for every stage of the process, you'll be able to create content that is engaging your audience and increase conversions. You can then use the data from these conversions to enhance your strategy and make sure that it is working effectively. Are you ready to experience the impact this approach can make to your company? Contact us today to request a free playbook for content marketing.
Retention
A funnel for marketing content can be a valuable tool for helping brands plan, execute and measure their strategy. It will also help them determine the gaps in their approach. For example the case where a brand has a large amount of content geared toward increasing awareness and generating interest, but few pieces that are geared towards the middle of the funnel, they should be focusing on creating content geared towards this stage.
One of the best ways to gauge how on-target your content is is to utilize tools such as Ahrefs to look at the average time on the page and bounce rate of each piece. The higher these numbers, the better performing your content.
It is essential to keep up-to-date the content you create for the top of your funnel. This will ensure that your audience stays interested and engaged in your brand and the products or services it offers. This can be done by creating content that focuses on keywords, answers questions your audience is likely to search for, and provides the latest information regarding your industry or product.
As your audience enters MOFU and MOFU, they'll be looking for more information about your products or services, as well as solutions to their problems. It's also important to build confidence by giving honest reviews and demonstrating your value.
marketing content examples of the content marketing funnel is when your customers will make a purchasing decision. This is done by gated content that requires an email address or other form registration to access. The content is designed to turn the awareness and engagement you've created at the top of your funnel into qualified leads. Your sales team can follow up.
While customer retention falls mainly into the hands of your support and sales teams, you can influence your customers' journeys with your brand by creating content that entices them throughout the entire marketing funnel. This could include useful sources, information behind-the-scenes and special offers that only your audience will have access to. If you can build trust to your customers, they will become your best advocates and will help you reduce your sales cycle.