12 Facts About Content Marketing Funnel That Will Make You Think Twice About The Water Cooler
content marketing on social media Marketing Funnel Explained
A funnel for content marketing is a method to let potential customers learn more about your brand, discover solutions to their issues, and feel confident about buying from you. Content is better suited to every stage of the funnel.
Infographics, videos and checklists are effective in attracting attention, generating leads and keeping readers interested. Gated content, like templates and guides is effective at this point.
Awareness
At this point, consumers know that your brand exists. They are also aware of the solutions you offer. This is the stage where content is created to educate potential customers and inform them about the challenges your solution addresses and its distinct features from competitors.
To determine the gaps in your content at this stage, you must consider the different types of keywords your target audience uses to browse online. Through keyword research, you can figure the terms your target audience is searching for that indicate the need for your product or service. These data can be used to create an editorial calendar and determine the content pieces that are specifically targeted to these terms.
Additionally producing content for this part of the funnel can help to build brand loyalty with customers. If your customers are aware about your brand, they will trust you more in your ability solve their problems. This leads to greater conversion rates, whether that's newsletter signups, purchases or clickthroughs to your site.
A well-planned strategy for content can aid in closing this conversion gap. For instance, if you find that the vast majority of your content is targeted at awareness but not enough of it is influencing buyers towards a purchase decision, you can increase spending on advertising campaigns to target middle-funnel keywords.
Social media is a different way to boost your bottom-of-the-funnel conversion. Social media platforms like Twitter and Facebook let you interact directly with your customers and give you the chance to showcase your dedication to customer service. This can include posting positive reviews on Twitter to promoting special offers.
You can also leverage existing content to lure buyers to the bottom of the funnel, such as blog posts or case studies. For instance, if write a blog post explaining how your product is superior than the competition's and you want to share it on social media and encourage readers to sign up to your email list for more details. You can also encourage conversions at this stage by asking users to include your name on their social media posts once they have tried your product. This will encourage other people to do the same, and will help spread the word about the brand.
Consideration
A successful content marketing strategy should include various types of content to attract customers throughout the funnel. For instance campaigns to promote brand awareness could contain ads, but they should also include blogs and infographics that address common objections and concerns. The content can then be shared via social media and email to increase organic traffic.
As consumers move through the decision-making process and begin to look for specific features in a product which will assist them in making the purchase decision. Frequently asked questions (FAQ) pages are an excellent content type to use in this phase. Use tools for keyword research such as Ubersuggest or search for popular hashtags in your industry to find questions that your audience asks. Find answers to these questions, and then place them on your content funnel map.
During this stage it is essential to present an enticing and compelling argument that demonstrates the way your product or service can solve their problems and earn them more money. This content should also highlight your brand's distinctiveness in comparison to your competition.
This is an easy stage to measure because the consumer is making a purchase decision. To determine if you're getting the job accomplished, look for indicators like conversion rates as well as the number of transactions and click-through rates.
As they reach the point of advocacy, your brand becomes increasingly important to them. They will be sharing your content with their friends because they are so passionate about it. This is a highly effective way to grow your audience. But you'll have to focus on creating content that entices people to share, instead of focusing solely on engagement metrics. Utilize 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 much more accurate view of the impact you have.
Decision Making
They are looking for content in the decision-making process that confirms the purchase and explains how to make use of the product. At this point they want to be certain that the product will solve their problem and justify the purchase. At this stage the need for high-quality content like product guides as well as case study videos and customer success tales are crucial. Your customers want to ask questions and get answers from your support team. It's a great method to delight your customers and to encourage them to by sharing their experiences.
At this point you're hoping that your customer will become a brand advocate and recommend your product to their friends and colleagues. To convert these advocates into raving supporters you'll be required to provide them with useful content that will help them make the most of your product or service. Personalized newsletters tutorial videos and free trial offers and loyalty programs are all great methods to achieve this.
It's time to begin focusing on the retention of your audience after it has turned from leads into paying customers. The traditional funnel for content marketing models tend to see revenue as the conclusion of the process, however it is important to keep in mind that consumers continue to interact with brands after they've purchased. It is crucial to redefine the funnel as a dynamic structure that includes revenue, rather than a static model.
The conventional content marketing funnels can be useful in planning your strategy however, they don't consider the complexity of the buyer's journey. Instead reinventing the funnel as a loop model will assist you in developing an effective and holistic content marketing strategy. You can create content that is engaging your target audience and increases conversions by planning for each stage of the journey. You can then utilize the data from conversions to optimize and test your strategy. Are you ready to see the difference this approach can make for your business? Contact us today and request a complimentary playbook for content marketing.
Retention
A content marketing funnel is a valuable tool that helps brands plan their strategy, execute it, and measure its effectiveness. It can also give them insight into the gaps in their strategy for content that need to be filled. If a brand has lots of content geared towards awareness and interest but very few pieces aimed at the middle of funnel, it must create content specifically for this stage.
One of the best ways to gauge how targeted your content is to use tools like Ahrefs to analyze the average time on page and bounce rate of each piece. The higher these numbers are, the more effective your content is.
It is essential to keep up-to-date and relevant the content you create to ensure that you are at the top of your funnel. This will keep your audience interested in your brand and its products and services. This can be done by creating content that is focused on keywords, addresses questions that your target audience is likely to search for, and provides the latest information regarding your industry or product.
When your customers enter MOFU, they will be looking for more information about your products or services as well as solutions to their issues. In this stage it's crucial to build trust by offering honest reviews and demonstrating value.
In the last stage of your content marketing funnel, your audience will decide if or not to purchase. This is typically done via gated content that requires an email address or other type of registration to gain access. This content is designed to turn the interest and awareness you've created at the top of your funnel into qualified leads. Your sales team will then follow to follow up.
You can still influence the journeys of your customers through your brand, even if the sales and support teams are responsible for customer retention. Create content that is enjoyable for your customers throughout the entire process of content marketing. This can include helpful sources, information behind-the-scenes and special promotions that only your target audience will have access to. If you can build loyalty to your customers, they will become your best advocates and will help you reduce your sales cycle.