A Vibrant Rant About Content Marketing Funnel
ai content marketing Marketing Funnel Explained
A funnel for marketing content helps potential customers learn more about your company and solve their issues. They also feel comfortable buying from you. Content is more appropriate for every stage of the funnel.
Checklists, videos, and infographics are effective at drawing attention, generating leads and keeping readers engaged. Templates and guides that are gated work very well at this point.
Awareness
At this point, consumers are only aware of your brand and the solutions you offer. This is where the content is designed to educate potential customers and inform them about the challenges your solution solves as well as its differences from competitors.
Take note of the keywords your customers use when searching online. By conducting keyword research, you will find out what terms your audience is searching for that indicate the need for your product or service. These data can be used to develop an editorial calendar and determine which content pieces are specifically targeted to these terms.
Creating content for this stage of the funnel will also aid in building brand loyalty with your customers. The more people learn about your brand, the more confidence they'll have in the ability of your company to solve their problems. This results in greater conversion rates, whether it's purchase orders, newsletter sign-ups or clickthroughs to your site.
A well-executed strategy for content can also aid in closing the gap in conversion. If, for example, you find that most of your content is aimed at increasing awareness, but nothing is influencing consumers to make a buying decision, then you can increase the spending on ads that target middle-funnel keywords.
Social media is another way to increase your bottom-of funnel conversion. Social media platforms like Twitter and Facebook let you interact directly with your customers and give you the opportunity to show off your customer service. This could include anything from retweeting good reviews to promoting special offers.
You can also leverage existing content to push buyers to the bottom of the funnel for a lower cost, such as blog posts or case studies. If you write a blog article explaining the reasons why your product is superior to the competition's you can share it via social media and encourage your readers to sign up for your email list to receive more details. You can also encourage conversions in this stage by asking users to tag you on their social media posts after they've used your product. This will encourage other people to do the same and help spread the word about the brand.
Consideration
A successful content strategy will include a variety of content types that attract customers at every stage of the funnel. For example, brand awareness campaigns might include ad content but they should also include blog posts 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 progress through the decision-making process and begin to look for specific features in a product which will assist them in making an informed purchase decision. This is the perfect time to make use of FAQ pages. Use tools for keyword research, such as Ubersuggest, or search popular hashtags within your industry to find questions that your customers are asking. Develop answers to these questions and then add them to your content funnel map.
At this point, it's important to provide a clear value proposition that shows potential customers how your product or service can solve their problems and earn them more money. The content should also demonstrate the uniqueness of your brand compared to your competitors.
This is a relatively simple step to measure, as consumers are making a choice whether or not to purchase. Examine metrics such as conversion rate, payment numbers and click-through rate to determine whether your efforts are producing results.
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 a great way to increase your audience. You'll need to develop content that encourages people to share it instead of only focus on engagement metrics. Use Sprout Social, for example to track social shares that are a result of your marketing efforts with content. This will give you a clear picture of your influence.
Decision
People are looking for content during the decision-making phase that confirms the purchase and explains how to use the product. At this point, they want to be confident that the solution solves their issue and make the investment worth it. At this point, high-quality content, like product guides as well as case study videos and customer success stories are essential. Your customers want to be able ask questions and get answers from your support staff. Providing them with customized emails and 24 hour customer service is a great way to please your customers and encourage them to share their experiences with others.
At this point, 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 fans you'll be required to provide them with valuable content that will help them make the most of your product or service. Personalized newsletters tutorial videos, free trial offers, and loyalty programs are excellent ways to do this.
It's time to start focusing on retention after your audience has turned from leads into paying customers. The standard funnel for content marketing models tend to treat revenue as the conclusion of the journey, but it's crucial to remember that consumers will continue to interact with brands even after they have completed a purchase. This is why it's important to reimagine the funnel as a loop model rather than a static structure that ends with revenue.
While traditional funnels for content marketing can help you develop your strategy however, they do not take into account the complexities of the buyer journey. Instead, reimagining the funnel as loop models can assist you in developing an effective and more holistic content marketing strategy. By planning for every step of the journey you'll be able create content that will engage your audience and drive conversions. You can then use the information from conversions to enhance and test your strategy. Are you ready to experience the impact that this approach can bring to your company? Contact us today and request a free content marketing guidebook.
Retention
A funnel for content marketing is a useful tool that can help brands develop their strategy, implement it, and measure its effectiveness. It also gives them visibility into the gaps in their strategy for content that must be filled. For instance the case where a brand has a significant amount of content targeted at generating the public's attention and interest, but a small amount that are geared towards the middle of the funnel, they should prioritize creating content geared towards this stage.
Utilize tools such as Ahrefs that examine the average time on a page and bounce rates of each piece to determine how specific your content is. The more high these numbers are, the more effective your content is.
Once you've written content for the top of your content marketing funnel, it's important 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 focuses on keywords, answers questions that your audience is likely to look for, and highlights the latest information regarding your business or product.
As your audience enters MOFU and MOFU, they'll be looking for more details about your product or services as well as solutions to their issues. In this moment it is crucial to establish trust by providing authentic reviews and demonstrating value.
The final stage of the funnel for content marketing is when your customers will make a purchasing decision. This is done by gated content, which requires an email or another form registration to access. This 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 then follow up.
While customer retention is largely to your sales and support teams, you can be a part of the journeys of your customers your brand by generating content that delights them throughout the entire marketing funnel. This can include helpful resources, behind-the-scenes information and special offers that only your customers be able to access. If you can build trust among your audience they'll become authentic advocates for your brand and reduce your sales cycle times.