All companies desire to have returning customers, be it through an online or physical platform. This is something we are all familiar with and can relate to.
Even with a beautiful website and plenty of content, it doesn’t guarantee that customers will be lining up at your door.
So then you might ask yourself, how can I bring real customers to my product or service? The answer is simple: by setting up a strategic content marketing funnel!
In this blog article, we will discuss what a content marketing funnel is, the essential things you need to set up a successful content funnel, and lastly walk through the three stages of a content marketing funnel.
So, let’s roll;
What Is Content Marketing Funnel?
Here we have two situations:
B2C content Marketing Funnels are designed to leverage the power of content marketing to build relationships with consumers, drive leads and conversions, and increase brand awareness.
Content used in a B2C Funnel will typically include blog posts, images, videos, infographics and other engaging content that will engage and convert potential customers.
Put in “B2B”
B2B content Marketing Funnels help B2B organizations generate leads, build relationships with decision-makers, and create a compelling sales cycle.
B2B Funnels typically include white papers, case studies, webinars, and other content that can potentially drive conversions.
No matter the type of content marketing funnel you are setting up, content should be leveraged across various channels to ensure maximum visibility and reach.
Now, let’s talk about the essential things you need to start setting up Content Marketing Funnels:
Things You Need Before You Start Content Marketing Funnel
Before you can get started with a content marketing funnel, there are five essential things you need to consider and prepare:
Understanding Your Audience Buyer Journey
Content marketing is all about your audience. You must understand your potential customer’s journey when looking for a product or service. What challenges do they face and how can your content marketing funnel help them?
here are two things you can do to understand your audience better:
- look at industry research reports,
- talk to customer service and salespeople, and read reviews online.
Research Your Competitors To Understand The Niche
Studying and comprehending what your rivals are doing is essential to stay ahead of the competition. Utilize their strategies as an educational opportunity and figure out how you can make a unique impression on the market. Delve deep while searching for answers; perhaps hidden gems of information await!
Furthermore, evaluate their content Marketing approaches – formats, channels utilized and customer voyage – then adjust yours accordingly for success.
Understanding Your Goals Or Challenges
Now that you know your customer journey and who you are competing against, it’s time to understand your content marketing goals.
Before creating content, it’s essential to set goals or challenges that need to be accomplished through the content marketing funnel.
Understanding these key objectives will guide how you design a successful content marketing funnel strategy, whether it’s increasing brand awareness, driving leads or conversions.
Finalize Content KPI’s And Goals
You need to measure the success of content to check if it is working as intended or needs some adjustments. Content KPI’s such as website visits, organic traffic, leads generated, shares, likes and more should be tracked regularly. Having goals set in place will help guide content marketers to achieve desired results.
Content Marketing Strategy
This is the foundation of your content marketing funnel approach. It will guide all of your content creation initiatives and projects. A comprehensive content marketing strategy details how each content fits into the overall framework for a successful funnel strategy.
Now that you know the five things you need to get started with the content marketing funnel, let’s talk about the three stages of it.
Three Stages Of The Content Marketing Funnel
The content funnel is divided into three stages, from attracting customers to building relationships and driving conversions; let’s learn in detail about each step:
Building The Spark (TOFU-Top Of The Funnel)
It’s the initial stage where the buyer’s journey begins and is more focused on awareness. It’s because it’s the part where the buyer will read more about the product or services you are offering. The content format here should focus on topics and keywords potential customers may be searching for.
However, the goal is to get people interested and engaged with the content and drive your brand’s awareness.
Based on the Semrush study here are some of the top content formats that works best for the top of the funnel:
- Blogs (how-to guides)
- Infographics, etc.
however, here are the things through which TOFU is measured:
- Traffic (Organic, referral)
- Shares, comments, likes, etc.
Educating And Guiding (MOFU – Middle Of The Funnel)
Content at this stage should focus mainly on educating potential consumers. It is essential to create content that is insightful and assists buyers in understanding their difficulties more effectively.
Additionally, the content must contain a clear call-to-action with conversion objectives in mind as it transitions customers into the third level of the content marketing funnel.
Content formats for MOFU include
- Case studies,
- Product reviews, and
- Landing pages.
These three metrics often measure MOFU content:
- Leads generated,
- CTA’s clicked
- And Content downloads.
Driving Conversions (BOFU – Bottom Of The Funnel)
In the final stage, content should focus on conversions like sales or sign-ups. The content format here should focus more on technical buyer needs and expectations from your products or services.
Content formats for BOFU includes
- Product comparison sheets,
- Demos and troubleshooting guides,
- Success stories,
- Customer reviews, etc.
BOFU Content is measured by:
- Conversion rate,
- Sales Revenue & ROI generated etc.
Q1: Should Content At Each Stage Be Different?
A1: To ensure that your content marketing strategy is successful, you must vary the types of content you produce at each level of the funnel. As prospects progress through their journey and their needs evolve, so should your approach – creating more informative and engaging pieces while keeping them targeted to where they are in the cycle.
Q2: Does Content Marketing Funnel Work For B2B Content?
A2: Content Marketing Funnel is a practical approach for B2C and B2B content Marketing. Content should be tailored to address the unique needs of B2B prospects as they go through their journey, providing helpful information and solutions to build trust and eventually drive conversions.
Q3. Is It Achievable With Limited Resources?
A3. Well, it’s a huge “YES” content marketing funnel that can be achieved with limited resources. Content Marketers must focus on creating content that resonates with their audience and drives conversions without compromising on quality. Content should also be regularly updated and have a clear call to action.
Now that you understand the content marketing funnel, you can use it to create your content marketing funnel and reach the desired content goals.
But remember you are in content marketing; it’s the most time-consuming and demanding strategy. So, be patient with the results you get at the beginning.
If you need any further assistance, do not hesitate to contact us. Furthermore, if anything else remains unclear on the topic, leave your query in the comments section, and we’ll be delighted to answer it!
Thanks for reading 🙂