Solutions To Problems With Content Marketing Funnel
A Content Marketing Funnel Explained
A funnel for content marketing can let potential customers learn more about your brand, discover solutions to their issues, and then feel comfortable buying from you. Different kinds of content work best at every phase of the funnel.
At the top of the funnel Infographics, videos, and checklists draw attention, create leads, and keep readers entertained. Templates and guides that are gated work very well at this point.
Awareness
At this stage, consumers are only aware of the existence of your brand and the services you offer. At this point, content is meant to give answers and educate potential customers on the problems your solution addresses, as well as how it differs from competitors.
Think about the keywords your audience uses when searching online. Using keyword research, you will find out which terms your audience is searching for and which indicate a need for your product or service. This data can then be used to develop an editorial calendar and determine the types of content that target those terms.
As a bonus producing content for this stage of the funnel will help you build your brand affinity 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 translates into higher conversion rates, whether that's purchase orders, newsletter sign-ups or click-throughs to your website.
A well-planned content strategy can help you close the gap between conversion and purchase at this stage. If, for instance, you discover that the majority of your content is aimed at generating awareness, but nothing influences customers to make a purchase decision, then you can increase your spending on marketing campaigns that target middle-funnel keyword phrases.
Another way to boost your bottom-of-funnel conversion is through social media. Social media platforms such as Twitter and Facebook allow you to interact with your customers directly, giving you the opportunity to showcase your customer care. This can include everything from retweeting positive reviews to promoting exclusive offers.
You can also make use of content that is already available to push buyers down the funnel, such as blog posts or case studies. For example, if you write a blog post explaining the advantages of your product than one from a competitor then you can post it on social networks and encourage readers to sign up to your email list for more information. You can also encourage conversions at this stage by asking users to include your name on their social media posts after they have used your product. This will inspire other users to follow suit and spread the word about the brand.
Inquiry
A well-planned content strategy should include a variety of content types that capture consumers at every stage of the funnel. For instance campaigns to promote brand awareness could include ad content but they should also feature blog posts and infographics that address common objections and concerns. These pieces of content can be shared via email and social media to increase organic traffic.
As buyers move through the decision-making process, they begin looking for specific features in a product that can help them make a 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 popular hashtags in your industry to discover the questions that your audience is asking. Find answers to these questions, and then add them to your content funnel map.
During this phase it is crucial to present an unambiguous proposition that demonstrates how your product or services can solve their issues and make them more cash. The content should also emphasize the distinctiveness of your brand in comparison to your competitors.
It's a fairly simple stage to measure, as consumers are making a choice whether they want to buy. Look at metrics like conversion rates, payment numbers and click-through rate to determine whether your efforts are producing results.
As they reach the point of advocacy and become advocates for your brand, it becomes increasingly important to them. They will be sharing your content with others because they are so passionate about it. This is a highly effective way to grow your audience. You'll need to create content that inspires people share it, rather than just focus 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 much more precise picture of the impact you have.
Decision Making
In the final phase the buyers are looking for documents that support their purchase and outlines how to utilize the product. At this point, they need to know that your solution solves their issue and will make their investment worth it. At this point the need for high-quality content like product guides as well as case study videos and customer success tales are essential. Your customers also want to be capable of asking questions and receive answers from your support team. Offering them customized emails and 24 hour customer support is a great method to please customers and encourage them to share their experience with others.
You're hoping that at this stage the customer will turn into an advocate for your brand and promote it to their colleagues and friends. In order to convert those who are advocates to raving fans, you'll be required to provide them with relevant content that can help them get the most out of your product or service. You can accomplish this by creating personalized newsletters, tutorial video free trial offers, and loyalty programs.
It's time to focus on retention after your audience has transformed from leads to paying customers. The traditional funnel for content marketing models tend to see revenue as the end of the journey, however it is important to keep in mind that consumers continue to interact with brands after they've made a purchase. For this reason, it's crucial to think of the funnel as a loop model rather than an unchanging structure that ends with revenue.
While traditional funnels for content marketing can aid in planning your strategy however, they do not take into account the complexity of the buyer's journey. Reimagining the funnel of content marketing as circular models will help you develop a more holistic strategy. You can create content that captivates your audience and boosts conversions by planning for each stage of the process. Then, you can use the data from these conversions to enhance your strategy and make sure that it's working. Ready to see the difference that this approach can make for your business? Contact us today to request a no-cost content marketing playbook!
Retention
A funnel for marketing content is a useful tool that helps companies plan their strategy, implement it, and measure its effectiveness. It can also assist them in identifying the gaps in their approach. If a brand has lots of content that is geared towards generating attention and interest, but only a few pieces aimed at middle of funnel, it should create content specifically for this stage.
Use tools like Ahrefs which analyze the average time spent on page and bounce rates of each piece to determine how specialized your content is. The more high these numbers are, the more effective your content is.
After you've put together content that will be at the top of your funnel for marketing content, it's important to keep it current and relevant. This will ensure that your audience remains engaged and interested in your brand and the products or services it offers. This can be accomplished by creating new content that is focused on keywords, addresses questions your audience is likely to look for, and provides the most current information about 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 problems. At this stage, it's important to build trust by offering authentic reviews and demonstrating value.
The final phase of the content marketing funnel is when your customers will make a purchase decision. This is typically accomplished through restricted content that requires an email address or some other method of 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 to follow up.
You can still influence the customer journeys through your brand, even though the sales and support teams are responsible for customer retention. Create content that delights your customers throughout the entire funnel of content marketing. This could include helpful information, behind-the-scenes information, and special deals that only your customers have access to. If content marketers can build trust with your audience, then they will become your best advocates and will help you reduce the time to sell.