A Content Marketing Funnel Explained A funnel for marketing content helps potential customers discover more about your company help them solve their problems and feel comfortable buying from you. Content is better suited to each stage of the funnel. Checklists, videos and infographics are effective at getting attention, creating leads and keeping readers involved. Guides and templates that are gated work well at this stage. Awareness At this point, consumers are only aware of your brand and the solutions you offer. At this point, content is meant to provide answers and educate prospects about the issues your solution solves and how it differs from competitors. Take note of the keywords your target audience is using to search online. Through keyword research, you can figure out what terms your audience is searching for that suggest an interest in your product or service. This data can then be used to create an editorial calendar and decide the content pieces that will be targeted at those specific terms. As a bonus producing content for this part of the funnel will help you build your brand affinity with consumers. If your customers are more informed about your brand, they will have more faith in your ability solve their issues. This leads to higher conversion rates for newsletter signups and purchases and click-throughs on your website. A well-executed strategy for content can also help you close this gap in conversion. For instance, if you discover that the majority of your content is aimed at gaining awareness, but not enough of it is pushing buyers toward the purchase decision, you may increase spending on advertising campaigns to target keywords in the middle of the funnel. Another way to boost the bottom-of-the-funnel sales conversion is by using social media. Social media platforms like Twitter and Facebook allow you to interact directly with your customers, giving you the chance to show your customer service. This could include anything from retweeting positive reviews to promoting exclusive offers. You can also use content that already exists to push buyers down the funnel, such as blog posts or case studies. If you write a blog post explaining why your product is superior to the competition's 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 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 good content strategy will include a variety of content types that capture consumers at every stage of the funnel. For instance, brand awareness campaigns might include ads, but they should also feature blog posts and infographics which provide answers to common issues and objections. The content can then be distributed via social media and emails to drive organic traffic. As consumers progress through the consideration phase and begin to look for specific features in a product which will assist them in making an informed purchase decision. content marketing agency london is a great time to create FAQ pages. Utilize tools for keyword research like Ubersuggest or search for popular hashtags in your industry to find questions that your audience asks. Find answers to these questions, and then add them to your content funnel map. In this phase it is crucial to present an unambiguous value proposition that demonstrates to potential customers what your product or service can solve their issue and make them more money. This content should also highlight your brand's distinctiveness in comparison to your competition. This is a straightforward step to evaluate since the consumer is making a purchase. Consider metrics like conversion rates, payment numbers and click-through rates to see whether your efforts are achieving. As consumers move into the advocacy stage, they become loyal followers of your brand and share your content because they feel strongly about it. This is a good method of increasing your reach. However, you must focus on creating content that inspires people to share, instead of focusing on only engagement metrics. Consider using a tool such as Sprout Social to track the social shares that result from your content marketing efforts. This will give you a more accurate picture of your impact. Decision At the point of making a decision, people are looking for documents that support the purchase and explains how to use the product. At this point, they want to know that your product solves their issue and make the investment worth it. High-quality content is important at this point, including product guides video, case studies and customer stories of success. Your customers would like to have questions answered and get answers from your support staff. It's a great way to delight your customers and to encourage them to share their experiences. You're hoping that at this stage the customer will be an advocate for your brand and spread the word about it to their friends and co-workers. To convert these advocates to raving customers, you will have to provide them with valuable content that allows them to get the most from your product or service. You can do this by creating personalised newsletters, tutorial videos free trial offers, and loyalty programs. It's time to begin focusing on retention after your audience has turned from leads into paying customers. The conventional content marketing funnel models tend to view revenue as the end of the process, however it's crucial to keep in mind that customers will continue to engage with brands after they've purchased. Therefore, it's important to reimagine the funnel as a loop model, rather than an unchanging structure that ends with revenue. The standard funnels for content marketing are helpful in making your plan, but they do not take into consideration the complexity of the buyer's journey. Reimagining the funnel of content marketing as a circular model will help you develop an overall strategy. You can create content that engages your target audience and increases conversions by planning for each stage of the process. You can then use the data from these conversions to improve your strategy and ensure that it is working effectively. Are you ready to experience the impact that this strategy can bring to 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 brands plan their strategy, execute it, and measure its effectiveness. It can also assist them in identifying the weaknesses in their strategy. If a company has a lot of content targeted at generating attention and interest, but only a few pieces targeted at the middle of funnel, it needs to create content for this stage. Utilize tools such as Ahrefs which analyze the average time spent on a page and bounce rates of each piece to determine how specific your content is. The higher the number, the more efficient your content. It is essential to update and keep relevant the content you write to ensure that you are at the top of your funnel. This will ensure that your audience remains engaged and interested in your brand and its products or services. The best way to do this is by creating new content that is focused on specific keywords, provides answers to questions that are likely being sought by your target audience, and highlights the most up-to-date information about your industry or product. When your customers enter MOFU and MOFU, they'll be looking for more details about your products or services, as well as solutions to their issues. In this moment, it's important to build trust by offering honest reviews and demonstrating the value. In the final stage of your content marketing funnel your audience will decide if or not to buy. This is accomplished through gated content, which requires an email or another form of registration to access. The purpose of this content is to transform the interest and awareness you've created at the top of your funnel for content marketing into qualified leads for your sales team to follow up on. You can still influence the customer journeys through your brand, even if the support and sales teams are the primary ones responsible for customer retention. Create content that is enjoyable for your customers throughout the entire process of content marketing. This can include helpful sources, information behind-the-scenes and special promotions that only your customers have access to. If you can build loyalty with your audience, then they will be your greatest advocates and will help reduce the time to sell.
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