A Content Marketing Funnel Explained A funnel for marketing content helps potential customers learn more about your company, solve their problems and be confident about buying from you. Content is better suited to each stage of the funnel. Checklists, videos and infographics are effective in getting attention, creating leads and keeping readers engaged. Templates and guides that are gated work well at this stage. Awareness At this point, consumers know that your brand exists. They are also aware of the solutions you provide. At this point the content should provide answers and educate prospects on the problems your solution addresses and the ways it differs from competitors. Think about the keywords your customers use when searching online. Using keyword research, you will find the terms your target audience is searching for and which suggest the need for your product or service. This data can then be used to create an editorial calendar and decide which content pieces will be targeted at those specific terms. The creation of content for this phase of the funnel will also help you build brand loyalty among consumers. If your customers are aware about your brand, they will trust you more in your ability to solve their problems. This results in greater conversion rates, whether that's newsletter signups, purchases or clickthroughs to your site. A well-planned and executed content strategy can aid in closing the gap in conversion at this stage. If, for example, you find that most of your content is targeted at increasing awareness, but nothing influences customers to make a purchase decision, then you can increase the spending on ads that target middle-funnel keywords. Another method to increase your bottom-of-the-funnel conversion is to use social media. Social media platforms such as Twitter and Facebook enable you to engage directly with your customers and give you the chance to show off your dedication to customer service. This can include everything from retweeting reviews to promoting special deals. You can also make use of content that already exists to help buyers move through the funnel, like case studies or blog posts. If you write a blog article explaining the reasons why your product is superior to that of a competitor, you can share it via social media and encourage your readers to join your email list to get more information. You can also encourage conversion at this point by asking your followers to include your name in their social media posts after having used your product. This will inspire other users to follow suit and help spread the word about your brand. Inquiry A successful content marketing strategy should include the use of a variety of types of content to engage customers at every stage of the funnel. For content marketing agency london could include ad content however, they should also include blog posts and infographics that address common objections and concerns. This content can be further shared via social media and email to drive organic traffic. As buyers move through the decision-making process and begin to look for specific characteristics of products that will assist them make a buying decision. This is a great time to make use of FAQ pages. Use keyword research tools like Ubersuggest or search for popular hashtags for your industry to find questions that your audience is asking. Then, craft answers to these questions and include them in your content funnel map. In this phase, it's important to provide a clear value proposition that demonstrates to prospective customers what your product or service will solve their problems and earn them more money. This content should also highlight the uniqueness of your brand in comparison to that of your competitors. It's a fairly simple stage to measure, as consumers are making a choice whether or not to purchase. To see whether you're getting it completed, check out metrics like conversion rate, number of payments and click-through rates. As they reach the stage of advocacy your brand becomes increasingly important to them. They will share your content with others because they are so passionate about it. This is an effective method of increasing your reach. However, you must focus on creating content that entices people to share it, instead of focusing on only engagement metrics. You might want to 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 much more accurate view of your influence. Decision At the point of making a decision the buyers are looking for information that proves their purchase and outlines how to use the product. At this stage, they want to be sure that your solution will solve their issue and justify the purchase. Quality content is essential at this point, including product guides videos, case studies and customer stories of success. Your customers would like to ask questions and receive answers from your support team. It's a great method to delight your customers and encourage them by sharing their experiences. At this point you're hoping that the customer will become a brand ambassador and will recommend your product to their colleagues and friends. To turn these advocates into enthusiastic customers, you'll need to provide them valuable content that allows them to make the most of your product or service. Personalized newsletters, tutorial videos and free trial offers and loyalty programs are excellent ways to do this. Once your audience has transformed from leads to paying customers and paying customers, it's time to concentrate on retention. The traditional funnel for content marketing models tend to see revenue as the end of the process, however it is important to keep in mind that consumers continue to engage with brands after they've purchased. It's crucial to reimagine the funnel as a dynamic model that incorporates revenue, not an unchanging model. While conventional content marketing funnels can help you develop your strategy but they don't take into account the complexities of the buyer journey. Instead thinking of the funnel in loops will assist you in developing an effective and more holistic content marketing strategy. You can create content that engages your audience and boosts conversions by planning for each stage of the process. You can then use the data from conversions to enhance and test your strategy. Are you ready to see the difference that this approach can make for your business? Contact us today to request a complimentary content marketing guidebook. Retention A funnel for marketing content can be a powerful tool to help brands plan, execute and measure their strategy. It also gives them visibility into the gaps in their strategy for content that must be filled. For example, if a brand has a large amount of content geared toward increasing awareness and generating interest, but a small amount targeted towards the middle of the funnel, they should be focusing on creating content that is targeted at this stage. Use tools like Ahrefs that examine the average time on a page and bounce rates of each piece to determine how specialized your content is. The higher these numbers, the better performing your content. It is essential to update and keep relevant the content you write for the top of your funnel. This will keep your customers engaged in your brand, its products and services. This can be accomplished by creating new content that is focused on key words, addresses questions your audience is likely to look for, and provides the most 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 and ways to resolve their issues. In this moment it is crucial to establish trust by offering honest reviews and demonstrating the value. In the final stage of your funnel for marketing content, your audience will decide if or not to purchase. This is done by gated content, which requires an email or other form registration to access. This content is designed to transform the awareness and engagement that you've cultivated 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 though the sales and support teams are responsible for customer retention. Create content that delights your customers throughout the entire funnel of content marketing. This can include helpful resources, behind-the-scenes information and special promotions that only your target audience will be able to access. If you can build loyalty with your audience, then they will be your greatest advocates and will help reduce your sales cycle.
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