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A Content Marketing Funnel Explained A content marketing funnel helps potential customers to learn more about your brand and solve their issues They also be confident about buying from you Content is more appropriate for each stage of the funnel Checklists videos and infographics are effective in getting attention creating leads and keeping readers involved Guides and templates that are gated work well in this stage Awareness At this point customers are simply aware of your brand and the services you offer In this stage the content you create is intended to give answers and educate potential customers about the issues your solution addresses as well as the ways it differs from competitors To identify your content gaps for this stage consider the different types of keywords your audience uses to browse online You can conduct keyword research to determine the terms your target audience is using when searching online This will assist you in determining whether your product or service is in demand This information can be used to build a content calendar and then decide which content pieces should be designed to target these keywords As a bonus creating content for this phase of the funnel will help to build brand loyalty with consumers If your customers are aware about your brand theyll trust you more in your ability solve their issues This results in greater conversion rates whether thats purchase orders newsletter signups or clickthroughs to your site A wellexecuted strategy for content can help you close this gap in conversion For example if you discover that the majority of your content is targeted at educating but not enough of it is pushing buyers toward the purchase decision you may increase spending on advertising campaigns to target middlefunnel keywords Social media is another way to boost your bottomofthefunnel conversion Social media platforms such as Twitter and Facebook let you interact directly with your customers giving you the opportunity to show off your commitment to customer service This can include everything from retweeting good reviews to promoting exclusive offers You can also leverage existing content to draw customers to the bottom of the funnel for a lower cost such as blog posts or case studies If you write a blog post explaining why your product is superior to the competitions you can share it on social media and ask your readers to sign up for your email list to receive more information You can also encourage conversion at this stage by asking your followers to tag you on their social media posts after using your product This will motivate other people to do the same and spread the word about the brand Consideration A good content marketing strategy includes the use of a variety of types of content to capture consumers throughout the funnel Brand awareness campaigns for example could include ad copy as well as blog posts and infographics addressing the most common issues and objections These pieces of content can be distributed via email or social media to increase organic traffic As consumers move through the decisionmaking process they start looking for specific characteristics of products that will help them to make a purchasing decision Frequently asked marketing software online SICK SEO FAQ pages are an excellent content type to use in this phase Use keyword research tools like Ubersuggest or search popular industry hashtags to find the questions that your audience is asking Find answers to these questions and then add them to your content funnel map During this stage it is essential to present an unambiguous value proposition that demonstrates to prospective customers how your product or service can solve their problem and make them more money The content should also emphasize your brands uniqueness compared to your competitors This is an easy stage to measure because the customer is making a decision to buy To determine whether youre getting it completed check out metrics like conversion rate as well as the number of transactions and clickthrough rates As they reach the stage of advocacy your brand is becoming increasingly important to them They will be sharing your content with others because they are so enthusiastic about it This is a powerful way to grow your audience But youll have to focus on creating content that entices people to share it rather than focusing on purely engagement metrics Utilize Sprout Social for example to track the number of shares on social media that result from your marketing efforts with content This will give you a precise picture of the impact you have Decision At the decision stage consumers are seeking information that proves their purchase and outlines how to utilize the product At this point they need to know that your product will resolve their problem and make the investment worthwhile At this point highquality content such as product guides as well as case study videos and customer success tales are crucial Your customers would like to ask questions and receive answers from your support team It is a great way to please your customers and to encourage them to share their experiences You hope that by this point the customer will be an advocate for your brand and promote it to their coworkers and friends To turn these advocates into raving customers you will need to provide them valuable information that will help them gain the most value from your product or service Personalized newsletters tutorial videos free trial offers and loyalty programs are great methods to achieve this Its time to begin focusing on retention after your audience has changed from leads to paying clients Content marketing funnels usually focus on revenue as their final goal However customers will continue to interact and interact with brands even after they have made a purchase Therefore its 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 but they do not take into consideration the complexity of the buyers journey Reimagining the content marketing funnel as circular models will help you develop an overall strategy You can create content that is engaging your audience and drives conversions by planning for each phase of the process You can then use the data from conversions to optimize and test your strategy Ready to see the difference that this strategy can make for your company Contact us today and request a complimentary content marketing playbook Retention A content marketing funnel is a useful tool that helps brands develop their strategy implement it and measure its effectiveness It can also help them identify the weaknesses in their approach If a brand has a lot of content geared towards attention and interest but only a few pieces targeted at the middle of funnel it needs to develop content for this stage One of the best ways to gauge how welltargeted your content is is to use tools such as Ahrefs to analyze the average time spent on page and bounce rate of each piece The more high these numbers are the more efficient your content is Its crucial to regularly keep uptodate the content you write for the top of your funnel This will ensure that your audience is engaged and interested in your brand and its products or services The best way to do this is to create new content that focuses on specific keywords addresses questions that are likely being asked by your customers and highlights the most recent information on your industry or product As your audience enters the MOFU stage theyll be looking for more details about your product or service as well as solutions to their issues At this stage its important to build trust by providing honest reviews and demonstrating the value In the final phase of your content marketing funnel your customers will decide whether or not to purchase This is accomplished through gated content that requires an email address or other form of registration to access The content is designed to convert the interest and awareness youve created at the top of your funnel into qualified leads Your sales team can then follow to follow up While customer retention falls mainly to your sales and support teams you can still have an impact on your customers journeys with your brand by creating content that entices them throughout the entire marketing funnel This can include useful resources behind the scenes information and special offers that only your audience has access to If you can build trust among your audience theyll be able to serve as genuine advocates for your product and reduce your sales cycle time