The Main Issue With Content Marketing Funnel And What You Can Do To Fix It
A Content Marketing Funnel Explained
A funnel for marketing content helps potential customers discover more about your brand help them solve their problems and feel comfortable buying from you. Content is more appropriate for each stage of the funnel.
Infographics, videos and checklists are effective at drawing attention, generating leads and keeping readers involved. Content that is gated, such as guides and templates, also performs well at this stage.
Awareness
At this point, consumers are simply aware that your brand exists and the solutions you provide. At this point the content should give answers and educate potential customers about the issues your solution tackles, as well as how it differs from competitors.
Consider the keywords that your customers use when searching online. You can conduct keyword research to determine what terms your audience uses when searching online. This will aid you in determining if your product or service is needed. This information can be used to create an editorial calendar and decide which content pieces will be targeted at those specific terms.
Additionally creating content for this phase of the funnel can help you build your brand's affinity with consumers. The more consumers learn about your brand, the more trust they'll have in your capability to solve their problems. This translates into higher conversion rates, be it newsletter signups, purchases or click-throughs to your website.
A well-planned and executed content strategy can help you close the conversion gap in this stage. If, for example, you discover that the majority of your content is aimed at increasing awareness, but nothing influence consumers to make a buying decision, you may increase the spending on ads that target middle-funnel keywords.
Another way to increase the bottom-of-the-funnel sales conversion is by using social media. Social media platforms like Twitter and Facebook enable you to engage with your customers directly giving you the opportunity to show your dedication to customer service. This can range from retweeting positive reviews to promoting special offers.
You can also make use of content that already exists to guide buyers through the funnel, such as blog posts or case studies. For instance, if write a post about why your product is better than a competitor's and you want to post it on social networks and invite readers to subscribe to your email list for more details. You can also encourage conversions in this stage by asking users to tag you on their social media posts after they have used your product. This will motivate others to follow suit and spread the word about your brand.
Then there is the consideration
A well-planned content strategy should consist of a variety types that capture consumers at every stage of the funnel. For example campaigns to promote brand awareness could include ad content however, they should also feature blog posts and infographics that provide answers to common issues and objections. These pieces of content can be distributed via email or social media to boost organic traffic.
As consumers move through the decision-making process when they are considering their options, they begin looking for specific characteristics of products that can help them make a buying decision. This phase is a great time to use FAQ pages. Utilize keyword research tools 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 put them on your content funnel map.
During this stage it is essential to present an unambiguous proposition that shows how your product or service will solve their problems and earn them more money. The content should also highlight your brand's uniqueness compared to the competition.
This is a relatively simple step to measure, as consumers are making a choice whether or not to purchase. Examine metrics such as conversion rates, payment numbers and click-through rates to determine whether your efforts are achieving.
As they move into the advocacy phase they become loyal fans of your brand and are more likely to share your content because they feel so strongly about it. This is a good way to increase your audience. But you'll need to concentrate on creating content that inspires people to share it, instead of focusing on only engagement metrics. You might want to consider using a tool like Sprout Social to track the social shares that result from your content marketing efforts. This will give you a precise picture of your influence.
Decision Making
In the final phase the buyers are looking for information that proves their purchase and outlines how to utilize the product. At this point, they want to know that your product solves their issue and will make their investment worthwhile. At this point it is essential to provide high-quality content, such as product guides as well as case study videos and customer success stories are essential. Your customers should also be in a position to ask questions and receive answers from your support team. Providing them with personalized emails and 24/7 customer service is a great way to delight customers and encourage them to share their experiences with others.
It is your hope that at this point the customer will become an advocate for your brand and promote it to their friends and co-workers. To convert these advocates to enthusiastic customers, you'll be required to provide them with relevant information that will help them gain the most value from your product or service. saas content marketing company , tutorial videos free trial offers and loyalty programs are all great ways to do this.
Once your audience has transformed from leads into paying customers and paying customers, it's time to concentrate on retention. The traditional funnel for content marketing models tend to see revenue as the conclusion of the journey, but it is important to keep in mind that customers will continue to engage with brands after they've purchased. Therefore, it's crucial to think of the funnel as a loop model rather than a static structure that ends with revenue.
The traditional funnels for content marketing are helpful in creating your strategy however they do not take into account the complexity of the buyer's journey. Instead, reimagining the funnel as a loop model will help you create an effective and holistic content marketing strategy. By planning for each stage of the process you'll be able create content that is engaging your audience and increase conversions. Then, you can utilize the information from these conversions to optimize your strategy and ensure it is working effectively. Are you ready to see the difference that this strategy can make for your business? Contact us today to request a complimentary content marketing playbook!
Retention
A funnel for content marketing can be a powerful tool for helping brands plan and implement their strategy. It will also help them determine the areas where they are lacking in their approach. If a brand has lots of content that is geared towards generating awareness and interest but very few pieces aimed at the middle of funnel, it must create content for this stage.
Use tools like Ahrefs that analyze the average time spent on the page and bounce rate of each piece to determine how specific your content is. The higher these numbers are, the more effective your content is.
It's important to update and keep relevant the content you write to be 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 focuses on keywords, answers questions your audience is likely to search for, and provides the most current information about your product or industry.
When your customers enter MOFU the audience will be looking for more details about your product or services, as well as solutions to their issues. It's also crucial to establish confidence by giving honest reviews and demonstrating the value of your product.
The final phase of the funnel for content marketing is when your target audience will make a purchasing decision. This is usually done through restricted content that requires an email address or another form of registration in order to gain access. This content is designed to convert the interest and awareness you've built at the top of your funnel for content marketing into leads that are qualified for your sales team to follow up on.
You can still influence the journeys of your customers through your brand, even though your support and sales teams are the primary ones responsible for retention of customers. Create content that delights your customers throughout the entire process of content marketing. This can include useful resources, behind the scenes information, and special offers that only your audience has access to. If you can establish a relationship of trust with your audience, then they will be your greatest advocates and will help you reduce your sales cycle.