A Content Marketing Funnel Explained A funnel for content marketing helps potential customers to learn more about your company help them solve their problems and feel comfortable buying from you. Content is best suited for every stage of the funnel. At the top of the funnel Infographics, videos, and checklists attract attention, create leads, and keep customers engaged. Content that is gated, such as templates and guides works well at this stage. Awareness At this point, customers are aware that your brand exists and the services you offer. marketing strategy content is where content is created to educate and inform prospects about the issues your solution addresses as well as its differences from competitors. Take note of the keywords your target audience is using to search online. Through keyword research, you can figure the terms your target customers are searching for that suggest an interest in your product or service. This information can be used to develop a content calendar and then decide which content pieces should be specifically targeted to these terms. Creating content for this stage of the funnel will also help you build brand loyalty among your customers. If your customers are aware about your brand, they'll trust you more in your ability to solve their problems. This will result in higher conversion rates for newsletter signups or purchases, as well as clickthroughs on your website. A well-executed strategy for content can also assist in closing the gap in conversion. If, for example, you observe that the majority of your content is targeted at raising awareness, but nothing influences consumers to make a buying decision, you may increase the spending on advertising campaigns targeting middle-funnel keywords. Social media is another way to increase your bottom-of funnel conversion. Social media platforms such as Twitter and Facebook enable you to engage with your customers directly, giving you the opportunity to show your dedication to customer service. This could include anything from retweeting reviews to promoting exclusive offers. You can also use existing content to lure buyers to the bottom of the funnel, such as blog posts or case studies. For instance, if you write a blog post explaining how your product is superior than one from a competitor, you can share it on social media and invite readers to subscribe to your email list for more information. You can also encourage conversions at this point by asking users to include your name on their social media posts after they have used your product. This will motivate other people to follow suit and spread the word about the brand. Consideration A good content marketing strategy includes various types of content to attract customers throughout the funnel. For instance, brand awareness campaigns might include ad content, but they should also feature blog posts and infographics that address common objections and concerns. This content can be further shared via social media or email to drive organic traffic. As consumers progress through the consideration stage and begin to look for specific features of products that will assist them make a buying decision. Frequently asked questions (FAQ) pages are a great type of content for this stage. Use keyword research tools like Ubersuggest or search for popular industry hashtags to find the questions your readers are asking. Then, you can write answers to these questions and then place them on your content funnel map. During this phase it is essential to present an unambiguous proposition that demonstrates the way your product or service can solve their issues and generate more revenue. The content should also emphasize your brand's distinctiveness in comparison to your competition. This is a simple stage to gauge because the consumer is making a decision to buy. To see if you're getting the job accomplished, look for indicators like conversion rates, number of payments and click-through rates. As they move into the advocacy stage and become loyal customers of your brand. They also share your content because they feel so strongly about it. This is an effective way to increase your audience. But you'll need to concentrate on creating content that encourages people to share, instead of focusing solely on engagement metrics. Utilize Sprout Social, for example to track social shares that are a result of your content marketing efforts. This will give you a more accurate view of your influence. Decision Making At the point of making a decision the buyers are looking for information that proves their purchase and provides instructions on how to utilize the product. At this point, they want to be confident that the solution solves their issue and will make their investment worth it. At this stage it is essential to provide high-quality content, like product guides as well as case study videos and customer success tales are crucial. Customers also want to be in a position to ask questions and get answers from your support team. Providing them with personalized emails and round-the-clock customer support is an excellent way to delight customers and encourage them to share their experience with others. At this stage, you're hoping that the customer will become a brand advocate and recommend your product to their colleagues and friends. To convert these advocates into raving customers, you will need to provide them valuable content that helps them get the most from your product or service. Personalized newsletters videos, tutorials and free trial offers and loyalty programs are excellent ways to do this. It's time to focus on retention after your audience has transformed from leads to paying customers. Content marketing funnels tend to concentrate on revenue as the end goal. However, consumers will remain in contact and interact with brands even after they have made a purchase. This is why it's essential to redefine the funnel as a loop model, rather than a static structure that concludes with revenue. While traditional funnels for content marketing can help you develop your strategy but they don't take into account the complexities of the buyer's journey. Reimagining the funnel of content marketing as a circular model will aid in developing a more holistic strategy. By planning for each stage of the process you'll be able to 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 that it is working effectively. Are you ready to see the difference this approach can make to your company? Contact us today and request a complimentary playbook for content marketing. Retention A funnel for marketing content is a useful tool that can help companies plan their strategy, execute it and evaluate its success. It can also give them an understanding of the gaps in their strategy for content that need to be filled. For instance the case where a brand has a significant amount of content that is geared towards increasing awareness and generating interest, but only a few pieces that are geared towards the middle of the funnel, they should focus on creating content that is targeted at this stage. One of the best ways to gauge how on-target your content is to use tools such as Ahrefs to determine the average time on the page and bounce rate of each piece. The higher these numbers are the more efficient your content is. Once you've created content that will be at the top of your content marketing funnel It's crucial to keep it current and relevant. This will keep your audience engaged in your brand, its products and services. This can be done by creating content that is focused on keywords, addresses questions your audience is likely to look for, and provides the latest information regarding your industry or product. When your audience arrives at the MOFU stage they'll be seeking more details about your product or service, as well as solutions to their issues. It's also crucial to establish trust at this stage by providing 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 purchase. This is usually done through gated content that requires an email address or another form of registration in order to gain access. This content is meant to transform the interest and awareness you've created at the top of your content marketing funnel into leads that are qualified for your sales team to follow up with. You can still influence the journeys of your customers through your brand, even though your support and sales teams are responsible for customer retention. Create content that will delight your customers throughout the entire process of content marketing. This can include useful resources, behind the scenes details and special offers that only your audience has access to. If you can build loyalty with your audience they'll be able to serve as genuine advocates for your brand and help reduce the time it takes to sell your product.
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