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A content marketing funnel (Recommended Web site) Explained

A content marketing funnel is a way to let potential customers learn more about your company, find solutions to their problems and become confident in purchasing from you. Different types of content work better for every stage of the funnel.

Checklists, videos, and infographics are effective at drawing attention, generating leads and keeping readers interested. Content that is gated, such as templates and guides performs well at this stage.

Awareness

At this point, consumers are aware of your brand and the services you offer. This is the stage where content is designed to educate and inform potential customers about the problems that your solution solves as well as its differences from competitors.

To identify your content gaps at this point, think about the types of keywords your audience uses to search on the internet. Using keyword research, you can find out what terms your audience is searching for and which indicate an interest in your product or service. These information can be used to develop a content calendar and decide which content pieces should be designed to target these keywords.

Producing content for this stage of the funnel will help you build brand loyalty with your customers. The more your consumers know about your brand, they'll trust you more in your ability solve their problems. This leads to higher conversion rates for newsletter signups or purchases and click-throughs on your website.

A well-planned strategy for content will assist in closing the gap in conversion. If, for instance, you observe that the majority of your content is targeted at raising awareness, but nothing is influencing consumers to make a buying decision, you may increase the spending on advertising campaigns targeting middle-funnel keywords.

Social media is another way to boost your bottom-of-the-funnel conversion. Social media platforms like Twitter and Facebook permit you to communicate directly with your customers, giving you the opportunity to show off your customer service. This can range from retweeting positive reviews to promoting special offers.

You can also use existing content to draw buyers into the bottom-of-funnel like blog posts or case studies. For instance, if you write a blog post explaining the advantages of your product than one from a competitor and you want to post it on social networks and encourage readers to sign up to your email list for more information. You can also encourage conversions at this stage by asking users to include your name on their social media posts once they have tried your product. This will inspire other users to do the same, and help spread the word about your brand.

Inquiry

A good content marketing strategy incorporates the use of a variety of types of content to engage customers throughout the funnel. Brand awareness campaigns, for instance, might include ad copy as well as blog posts and infographics that address the most common issues and objections. The content can then be shared via social media and email to increase organic traffic.

As consumers move through the decision-making process, they begin looking for specific product features which will assist them in making a purchase decision. Frequently asked questions (FAQ) pages are a great type of content to use in this phase. Use tools for keyword research such as Ubersuggest or search popular industry hashtags to find the questions your readers are asking. Then, craft answers to these questions and then place them in your content funnel map.

During this stage it is crucial to present an unambiguous value proposition that shows potential customers how your product or service can solve their issue and make them more money. The content should also highlight your brand's uniqueness when compared to your competitors.

This is a relatively simple step to measure, as consumers are making a choice whether or not to purchase. To see whether you're getting it done, look for metrics like conversion rate, number of payments and click-through rates.

When consumers reach the advocacy stage they become loyal fans of your brand. They also share your content marketing tools because they feel so strongly about it. This is a highly effective method to increase the number of people who follow your brand. You'll need to develop content that is inspiring people to share it instead of only focus on engagement metrics. Utilize Sprout Social, for example, to track social shares that result from your marketing efforts with content. This will give you an accurate image of your impact.

Decision

At the point of making a decision consumers are seeking information that proves their purchase and outlines how to use the product. At this point, they need to know that your solution will resolve their problem and will make their investment worth it. Quality content is essential at this point, such as product guides, case studies, videos and customer stories of success. Your customers would like to ask questions and receive answers from your support staff. It's a great method to delight your customers and to encourage them to share their experiences.

You're hoping that at this stage the customer will turn into an advocate for your brand and promote it to their friends and co-workers. To convert these advocates into enthusiastic customers, you'll be required to provide them with relevant content that allows them to make the most of your product or service. Personalized newsletters videos, tutorials, free trial offers, and loyalty programs are great ways to do this.

It's time to begin focusing on retention after your audience has transformed from leads to paying clients. The conventional content marketing content planner funnel models tend to see revenue as the end of the journey, however it is important to keep in mind that consumers continue to interact with brands after they have completed a purchase. Therefore, it's crucial to think of the funnel as a loop model rather than a static structure that ends with revenue.

While traditional funnels for content marketing can help you develop your strategy however, they do not take into account the complexity of the buyer's journey. Instead reinventing the funnel as loop models can help you create an effective and more holistic content marketing strategy. By planning for every stage of the journey you'll be able create content that is engaging your audience and drive conversions. You can then utilize the data from conversions to optimize and test your strategy. Are you ready to see the difference that this strategy can make to your business? Contact us today and request a complimentary content marketing playbook.

Retention

A content marketing funnel is a valuable tool that helps brands plan their strategy, execute it and evaluate its success. It can also help them identify the weaknesses in their approach. For example when a company has a large amount of content that is geared towards awareness and interest, but a small amount targeted towards the middle of the funnel, they should prioritize creating content geared towards this stage.

Utilize tools such as Ahrefs that look at the average time on page and bounce rates of each piece to determine how specialized your content is. The higher these numbers are the better your content is performing.

It's important to keep up-to-date and relevant the content you write to be at the top of your funnel. This will keep your audience interested in your brand, its products and services. This can be done by creating new content that is focused on keywords, addresses questions your audience is likely to search for, and highlights current information about your business or product.

As your audience enters the MOFU stage they'll want more details about your product or service as well as solutions to their problems. In this stage it's crucial to build trust by offering honest reviews and demonstrating value.

The final step of the funnel for content marketing is where your audience will make a purchasing decision. This is typically done via restricted content that requires an email address or another method of registration to gain access. The content is designed to turn the awareness and engagement you've created at the top of your funnel into qualified leads. Your sales team will follow to follow up.

While customer retention largely falls into the hands of your sales and support teams, you can still have an impact on your customers' journeys with your brand by creating content that delights them throughout the entire marketing funnel. This could include helpful resources, behind-the scenes information and special promotions that only your customers have access to. If you can build trust among your audience they'll be able to serve as genuine advocates for your product and help reduce your sales cycle time.