How To Explain Content Marketing Funnel To Your Grandparents
A Content Marketing Funnel Explained
A funnel for marketing content is a way to help potential customers learn about your brand, find solutions to their issues, and become confident in purchasing from you. Different kinds of content work best in each stage of the funnel.
Checklists, videos and infographics are effective at drawing attention, generating leads and keeping readers involved. Content that is gated, such as templates and guides works well at this stage.
Awareness
At this stage, consumers are aware that your brand exists. They are also aware of the solutions you provide. At business to business content marketing create is intended to provide information and help prospects about the issues your solution solves and how it differs from competitors.
Consider the keywords that your audience uses when searching online. Through keyword research, you can find out what terms your customers are searching for that indicate an interest in your product or service. This information can be used to develop a content calendar and then decide which content pieces are specifically targeted to these terms.
Creating content for this stage of the funnel will help you build brand affinity among consumers. The more consumers learn about your brand, the more trust they'll have in your ability to solve their problems. This leads to greater conversion rates, whether that's subscriptions to newsletters, purchases or click-throughs to your website.
A well-planned and executed content strategy can also assist in closing the gap between conversion and purchase at this stage. For example, if you find that the vast majority of your content is aimed at educating, but not enough of it is influencing buyers towards a purchase decision, you may increase spending on advertising campaigns to target keywords in the middle of the funnel.
Social media is a different way to boost your bottom-of-the-funnel conversion. Social media platforms like Twitter and Facebook allow you to interact with your customers directly giving you the opportunity to show your dedication to customer service. This can range from posting positive reviews on Twitter to promoting special offers.
You can also utilize content that already exists to help buyers move through the funnel, like case studies or blog posts. For example, if you write a blog post on the advantages of your product than the competition's and you want to post it on social networks and encourage readers to sign up to your mailing list for more details. You can also encourage conversions at this stage by asking users to tag you on their social media posts once they've used your product. This will encourage others to do the same and help spread the word about your company.
Then there is the consideration
A well-planned content marketing strategy should include various types of content to capture consumers throughout the funnel. For example the brand awareness campaigns could include ads, but they should also feature blogs and infographics that provide answers to common issues and objections. These pieces of content can be distributed via email and social media to increase organic traffic.
As buyers move through the consideration phase and begin to look for specific features of the product that will help them make an informed purchase decision. Frequently asked questions (FAQ) pages are a great type of content for this phase. Use tools for keyword research like Ubersuggest, or search popular hashtags within your industry to find questions that your readers ask. Find answers to these questions, and then add them to your content funnel map.
During this stage it is essential to present a clear value proposition that shows potential customers what your product or service will solve their problem and make them more money. This content should also highlight the uniqueness of your brand in comparison to your competitors.
This is a straightforward stage to gauge because the consumer is making a decision to buy. To see whether you're getting it accomplished, look for metrics such as conversion rate or the number of payments made and click-through rates.
When consumers reach the advocacy stage they become loyal fans of your brand and share your content because they feel so strongly about it. This is an extremely effective way to grow your audience. You'll need to develop content that encourages people to share it instead of simply focusing on engagement metrics. Utilize Sprout Social, for example, to track social shares as a result of your content marketing efforts. This will give you a precise picture of the impact you have.
Decision
At the point of making a decision the buyers are looking for information that proves their purchase and outlines how to utilize the product. At this stage they want to make certain that the product will solve their issue and justify the investment. At this stage, high-quality content, like product guides, case study videos, and customer success tales are essential. Your customers want to ask questions and get answers from your support staff. Providing them with customized emails and 24 hour customer support is an excellent method to please customers and encourage them to share their experience with others.
You're hoping that by this point, the customer will turn into an advocate for your brand and will promote it to their coworkers and friends. To convert these advocates into rave customers, you'll be required to provide them with relevant content that allows them to make the most of your product or service. Personalized newsletters tutorial videos free trial offers and loyalty programs are excellent methods to achieve this.
It's time to begin focusing on the retention of your audience after it has transformed from leads to paying clients. The traditional funnel for content marketing models tend to view revenue as the conclusion of the journey, however it is important to remember that customers will continue to interact with brands after they've completed a purchase. Therefore, it's essential to redefine the funnel as a loop model, rather than an unchanging structure that ends with revenue.
While traditional funnels for marketing content can help you develop your strategy but they don't take into account the complexities of the buyer's journey. Instead, reimagining the funnel as a loop model will help you create an effective and more holistic content marketing strategy. You can create content that engages your audience and drives conversions by planning for each stage of the process. You can then use the data from these conversions to optimize your strategy and make sure that it is working effectively. Are you ready to discover how this strategy will benefit your company? Contact us today to request a complimentary Content marketing playbook!
Retention
A funnel for marketing content can be a valuable tool for helping brands plan, execute and measure their strategy. It can also help them identify the weaknesses in their strategy. For example the case where a brand has a lot of content targeted at generating increasing awareness and generating interest, but a small amount targeted towards the middle of the funnel, they should prioritize creating content that is targeted at this stage.
Use tools like Ahrefs which look at the average time on the page and bounce rate of each piece to determine how targeted your content is. The higher these numbers are the more efficient your content is.
Once you've created content to be the top of your funnel for marketing content, it's important to keep it fresh and relevant. This will ensure that your audience is engaged and interested in your brand and the products or services it offers. This can be accomplished by creating content that focuses on keywords, answers questions that your target audience is likely to look for, and provides current information about your business or product.
When your target audience enters MOFU, they will be looking for more information about your products or services, as well as solutions to their issues. At this stage, it's important to build trust by providing authentic reviews and demonstrating value.
The final phase of the content marketing funnel is when your target audience will make a purchase decision. This is done by gated content that requires an email address or other form of registration to access. The 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.
While customer retention largely falls in the hands of your support and sales teams, you can influence your customers' journeys with your brand by generating content that delights customers throughout the entire marketing funnel. This can include useful resources, behind the scenes details and special offers that only your customers have access to. When you can foster trust with your customers, they'll serve as authentic advocates for your product and naturally aid in reducing the time it takes to sell your product.