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A Content Marketing Funnel Explained A funnel for marketing content helps potential customers to learn more about your company help them solve their problems and feel confident to buy from you Different types of content are more effective at each phase of the funnel At the top of the funnel infographics videos and checklists grab attention bring in leads and keep the readers engaged Templates and guides that are gated do well at this stage Awareness At this point consumers are aware of the existence of your brand and the solutions you offer This is where the content is created to educate and inform prospects about the challenges your solution solves and its distinct features from competitors To identify your content gaps for this stage consider the types of keywords your target audience uses to browse online You can use keyword research to determine what terms your customers use when they search online This will aid you in determining if your product or service is needed These information can be used to create a content calendar and decide which content pieces are specifically targeted to these terms Producing content for this stage of the funnel will help you build brand affinity among your customers The more consumers learn about your brand the more confidence theyll have in the ability of your company to solve their issues This results in greater conversion rates whether its newsletter signups purchases or clickthroughs to your site A wellexecuted strategy for content can also help you close this gap in conversion If for instance you find that most of your content is aimed at generating awareness but not enough influences consumers to make a buying decision you may increase your spending on advertising campaigns targeting middlefunnel keyword phrases Another way to boost your bottomoffunnel conversion is through social media Social media platforms such as Twitter and Facebook allow you to interact with your customers directly and give you the chance to show your commitment to customer service This could include anything from retweeting positive reviews to promoting exclusive offers You can also make use of content that already exists to push buyers down the funnel such as case studies or blog posts For instance if write a post about the advantages of your product than the competitions and you want to post it on social media and invite readers to subscribe to your email list for more details You can also encourage a conversion at this stage by asking your audience to tag you on their social media posts after they have used your product This will inspire others to do the same and help spread the word about your brand Inquiry A wellplanned content strategy should comprise a variety of content types that attract customers at every stage of the funnel Brand awareness campaigns for instance might include ad copy but also blog posts and infographics that address common objections and concerns This content could be further distributed via social media and email to increase organic traffic As consumers progress through the decisionmaking process and begin to look for specific product features that will help them make a purchase decision This is the perfect time to create FAQ pages Utilize keyword research tools such as Ubersuggest or search for popular industry hashtags to find the people who are asking Develop answers to these questions and then put 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 problems and earn them more money This content should also highlight your brands uniqueness compared to the competition This is a relatively simple stage to measure since consumers are making a choice whether they want to buy To see if youre getting the job done look for metrics like conversion rate as well as the number of transactions and clickthrough rates As consumers move into the advocacy stage they become loyal followers of your brand They also share your content because they feel strongly about it This is an effective way to increase your audience But youll need to concentrate on creating content that inspires people to share it instead of focusing solely on engagement metrics Use Sprout Social for example to track social shares that are a result of your content marketing efforts This will give you a clear picture of your influence Decision Making At the decision stage the buyers are looking for documents that support their purchase and outlines how to use the product At this point they want to be certain that the product will solve their problem and justify the cost At this point the need for highquality content like product guides and case study videos and customer success tales are crucial Customers also want to be capable of asking questions and receive answers from your support team Offering them personalized emails and roundtheclock customer support is a great method to please customers and encourage them to share their experiences with others At this stage youre hoping that the customer will become a brand advocate and recommend your product to their friends and colleagues To convert these advocates into rave customers youll have to provide them with valuable content that allows them to make the most of your product or service Personalized newsletters tutorial videos free trial offers and loyalty programs are all great ways to do this After your audience has changed from leads into paying customers its time to focus on retention Content marketing funnels tend to focus on revenue as the end goal However consumers will continue to interact and engage with brands after they make a purchase It is crucial to redefine a funnel as a dynamic model that incorporates revenue instead of an unchanging model While conventional content marketing funnels can help you plan your strategy they dont account for the complexity of the buyers journey Instead thinking of the funnel in a loop model will help you create an effective and holistic content marketing strategy You can create content that is engaging your audience and drives conversions by planning for each stage of the process You can then use the information from conversions to optimize and test your strategy Are you ready to discover how this approach can benefit your business Contact us today and request a complimentary playbook for content marketing Retention A funnel for content marketing can be a useful tool for helping brands plan and implement their strategy It can also give them an understanding of the gaps in their content strategy that need to be filled If a company has a lot of content targeted at generating the publics attention but only few pieces aimed at the middle of funnel it needs to create content for this stage An excellent way to determine how targeted your content is is to utilize tools such as Ahrefs to analyze the average time on page and bounce rate of each piece The higher these numbers are the better performing your content Its crucial to regularly update and keep relevant the content you create to be at the top of your funnel This will ensure that your audience stays engaged and curious about 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 searched by your audience and includes the most recent information on your industry or product When your audience arrives at the MOFU stage theyll be seeking more details about your product or service as well as ways to solve their problems At this stage its crucial to build trust by providing honest reviews and demonstrating value In the final phase of your content marketing funnel your customers will decide whether or not to buy This is typically done via restricted content that requires an email address or another method of registration to access best content marketing tools sickseocouk is meant to transform the engagement and awareness youve cultivated at the top of your funnel for content marketing into leads that are qualified for your sales team to follow up on While customer retention largely falls into the hands of your sales and support teams you can have an impact on your customers journeys with your brand by creating content that delights customers throughout the entire marketing funnel This could include helpful sources behindthescenes details and special deals that only your audience has access to If you can build trust with your audience then they will become your best advocates and will help reduce the time to sell