24-Hours To Improve Content Marketing Funnel
A Content Marketing Funnel Explained
A content marketing funnel helps potential customers discover more about your brand and solve their issues. They also feel confident to buy from you. Different types of content work better at every phase of the funnel.
At the top of the funnel, infographics, videos, and checklists grab attention, generate leads, and keep the readers engaged. Gated content, such as guides and templates, also is effective at this point.
Awareness
At this point, customers are simply aware of the existence of your brand and the solutions you offer. In this stage the content should provide information and help prospects on the problems your solution solves and the ways it differs from competitors.
To understand your content gaps at this point, think about the types of keywords your target audience uses to browse on the internet. You can conduct keyword research to find out what terms your customers use when searching online. This will assist you in determining whether your product or service is needed. These information can be used to develop a content calendar and then decide which content pieces should be targeted at these terms.
Creating content for this stage of the funnel will help you build brand affinity among your customers. If your customers are more informed about your brand, they will have greater confidence in your ability solve their issues. This translates into greater conversion rates, whether that's newsletter signups, purchases or click-throughs to your website.
A well-executed content strategy can help you close the gap in conversion at this stage. If, for instance you observe that the majority of your content is aimed at raising awareness, but not enough is influencing consumers to make a buying decision, you may increase the amount you spend on advertising campaigns targeting middle-funnel keyword phrases.
Social media is yet another method to boost your bottom-of-the-funnel conversion. Social media platforms such as Twitter and Facebook allow you to interact directly with your customers giving you the opportunity to show your customer care. This can include everything from retweeting good reviews to promoting special deals.
You can also utilize content that already exists to guide buyers through the funnel, like case studies or blog posts. For instance, if you write a blog post explaining why your product is better than the competition's then you can post it on social networks and ask readers to subscribe to your email list to receive more information. You can also encourage conversions at this stage by asking users to tag you on their social media posts once they have used your product. This will encourage other people to do the same and help spread the word about your brand.
Then there is the consideration
A good content strategy will comprise a variety of content types that capture consumers at every stage of the funnel. Brand awareness campaigns, for example, might include ad copy, but also blog posts and infographics that address common concerns and objections. These pieces of content can be shared via email and social media to increase organic traffic.
As consumers move through the decision-making process, they start looking for specific features of products that can help them make a buying decision. This phase is a great time to create FAQ pages. Utilize tools for keyword research such as Ubersuggest or Google search for popular hashtags within your industry to discover questions that your readers ask. Then, craft answers to these questions and place them on your content funnel map.
During this phase, it's crucial to provide a clear proposition of value that demonstrates how your product or services will solve their problems and generate more revenue. The content should also demonstrate the uniqueness of your brand in comparison to your competitors.
It's a fairly simple step to measure, as consumers are making a choice whether they want to buy. To determine whether b2b content marketing agency getting it accomplished, look for metrics like conversion rate or the number of payments made and click-through rates.
As consumers move into the advocacy phase, they become loyal followers of your brand. They also share your content because they feel strongly about it. This is a great way to increase your audience. 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 social shares that result from your marketing efforts with content. This will give you a precise picture of the impact you have.
Decision Making
At the decision stage, people are looking for content that confirms the purchase and explains how to utilize the product. At this stage they want to make certain that your product will solve their issue and justify the investment. It is crucial to have high-quality content at this point, such as product guides videos, case studies, and customer success stories. Customers also want to be in a position to ask questions and receive answers from your support team. Sending them personalized emails and 24/7 customer support is a great way to please your customers and encourage them to share their experiences with others.
At this stage, you're hoping that the customer will become a brand advocate and recommend your product to their colleagues and friends. In order to convert these advocates into raving supporters you'll need to provide them with valuable information that will allow them to get the most out of your product or service. You can do this by creating customized newsletters, tutorial videos free trial offers, and loyalty programs.
Once your audience has transformed from leads into paying customers and paying customers, it's time to concentrate on retention. The conventional content marketing funnel models tend to see revenue as the end of the journey, however it's crucial to remember that consumers continue to interact with brands even after they have completed a purchase. It's crucial to reimagine the funnel as a dynamic model that includes revenue, not a static model.
The traditional funnels for content marketing can be useful in making your plan however they do not consider the complexity of the buyer's journey. Reimagining the content marketing funnel as circular models will assist you in creating an overall strategy. You can create content that engages your audience and boosts conversions by planning for each step of the process. You can then use the information from these conversions to improve your strategy and make sure that it's working. Ready to see the difference this approach can make for your business? Contact us today to request a free content marketing playbook!
Retention
A content marketing funnel is a helpful tool that can assist companies plan their strategy, implement it, and measure its effectiveness. It will also help them determine the gaps in their approach. If a brand has lots of content that is geared towards generating the public's attention but only few pieces aimed at middle of funnel, it should develop content for this stage.
Utilize tools such as Ahrefs, which examine the average time on the page and bounce rate of each piece to determine how specialized your content is. The more high these numbers are, the better your content is performing.
Once you've written content to be the top of your funnel for marketing content, it's important to keep it fresh and relevant. This will keep your customers engaged in your brand, its products and services. The best way to do this is to create fresh content that is focused on specific keywords, answers questions that are likely to be searched by your audience, and highlights the most up-to-date information about your business or product.
When your customers enter MOFU, they will be seeking out more information about your product or services as well as solutions to their problems. It's also crucial to establish trust by providing honest reviews and demonstrating your worth.
In the final phase of your funnel for marketing content, your audience will decide if they want to purchase. This is typically accomplished through restricted content that requires an email address or another method of registration to gain access. The content is designed to convert the engagement and awareness that you've created at the top of your funnel into qualified leads. Your sales team will follow up.
While customer retention largely falls into the hands of your support and sales teams, you can be a part of your customers' journeys with your brand by creating content that delights customers throughout the entire marketing funnel. This could include useful resources, behind-the scenes information and special offers that only your audience will have access to. When you can foster trust among your audience, they'll serve as authentic advocates for your product and naturally aid in reducing your sales cycle time.