As a marketer, you know that content is key to getting your message out there. But what happens after someone reads or clicks on your content? Do they immediately buy your product or service?
Chances are, they don't.
In fact, most people go through a process called the content marketing funnel, which takes them on a journey from discovery to conversion. Below, we'll explore the different stages of the funnel and how you can use it to get more leads and conversions. So read on – it's time to learn about the power of content marketing!
What is a Content Marketing Funnel?
Any business that wants to succeed needs customers. But simply having customers is not enough - companies need to attract the right customers, engage them, and turn them into advocates. That's where the content marketing funnel comes in.
The content marketing funnel is a system that businesses use to attract, engage, and delight customers, a process that develops something like this:
Attract
It starts with creating relevant and valuable content that draws your target audience in. This content is then distributed through channels like social media, email marketing, and paid advertising. Attracting your target audience is essential if you want your content marketing funnel to be successful. After all, if no one is reading your content, it will not do much good.
Engage
Engaging your audience is the next step in any good content marketing funnel. This is where you work on building a relationship with them so they keep coming back for more. You want to ensure you're providing them with valuable and exciting content that they can't find anywhere else. Once you have their attention, you can start working on moving them down the funnel.
Delight
Congratulations! You've made it to the end of the funnel. Now it's time to delight your audience with content that is so good they'll be practically begging to tell all their friends about you. This is where you get to show off your skills as a writer, thinker, and creator. Keep in mind that at this stage, your goal is not just to produce great content but also to make sure that it is highly shareable. So go ahead and put your best foot forward - your audience is waiting.
Of course, it's not always that linear – sometimes people will come back for more even if they didn't start at the beginning, and sometimes people will be delighted without having been engaged first. But if you want to get people through the entire funnel, those are the steps you need to take.
What Purpose Does a Marketing Funnel Serve?
If you've ever felt like your marketing efforts are all over the place, you're not alone. Marketing a product or service can feel like herding cats – there are so many moving parts, and it's hard to know where to start.
That's where a marketing funnel comes in.
By definition, a marketing funnel is "a strategic plan that aligns your marketing activities to generate leads and move them through your sales process." In other words, it's a way to get your ducks in a row (or your cats in a line, as the case may be). Creating a marketing funnel can help your company organize, prioritize and implement your marketing strategy. And who doesn't want that?
The marketing funnel is vital because it helps you prioritize and implement your marketing strategies. Understanding where potential customers are in the funnel can tailor your marketing efforts to match their needs and interests. For example, if someone is at the top of the funnel (awareness stage), you might focus your efforts on brand awareness and building initial interest. On the other hand, if someone is at the bottom of the funnel (decision stage), you might focus your efforts on providing more detailed information about your product or service and closing the sale.
In short, a marketing funnel is a valuable tool for any organization that wants to efficiently and effectively market its products or services. Understanding where potential customers are in the funnel ensures that your marketing efforts are targeted and effective.
Marketing Funnel Benefits
As any business owner knows, generating revenue is essential to keeping the doors open. And while there are a lot of ways to generate revenue, marketing funnels carry numerous benefits:
Increased revenue
For starters, a marketing funnel can help to optimize your revenue. By understanding each stage of the funnel and what motivates customers to move from one stage to the next, you can ensure that you're maximizing the number of people who go through to becoming paying customers.
Enhanced conversion rates
A marketing funnel is a tool that you can use to increase conversion rates. By providing potential customers with a series of targeted messages, a marketing funnel can guide them through the purchase process and increase the likelihood of actually making a purchase.
Audience segmentation
Additionally, you can use a marketing funnel to segment your audience and target them with specific messages relevant to their interests. This allows you to create a more personalized experience for potential customers, further increasing conversion rates.
Affordability
Marketing funnels are an affordable strategy, making them an excellent option for businesses on a tight budget. Compared to other marketing strategies, they can be very cost-effective, as they don't require a significant upfront investment.
So if you're looking for a way to boost your bottom line, consider investing in a marketing funnel. You won't be disappointed!
How to Create Top-Performing Content
There's no denying that content marketing is a powerful tool. But if you want to create a truly top-performing content marketing funnel, you need to take a few key steps:
1. Research:
First, it's important to do your customer research. You need to understand your target audience and what they're looking for. Only then can you create content that will resonate with them.
2. Design:
Your website and landing page are crucial elements of your content marketing funnel. They must be well-designed and user-friendly, with clear calls to action that encourage visitors to sign up for your email list or buy your product.
3. Capture data:
Once you understand your target audience and a website, you need to find a way to capture their data. This could be through a lead capture form on your website or landing page. However you do it, it's vital that you have a way to track your leads so you can follow up with them later.
4. Contact:
Collect an email list to start talking to your consumers. Send them regular emails with valuable content that helps them solve their problems. Be sure to include calls to action encouraging them to take the next step in your funnel. And don't forget to measure your results so you can constantly optimize your funnel for better performance.
5. Get Feedback:
If you want to create content that truly resonates with your audience, there's only one way to do it: ask them what they want. Whether through social media, surveys, or focus groups, give your consumers a chance to weigh in on what kind of content they'd like to see.
6. Analyze:
Once you understand what they're looking for, you can use analytics to determine the best way to reach them. For example, which platforms are they using? What time of day are they most active? How long should your content be? Answering these questions will help you fine-tune your content strategy and ensure that your content is seen by the people most likely to engage with it.
By following these steps, you can create a content marketing funnel that will perform at the top of its game.
Content Marketing Funnel: Three Stages
Managing a content marketing funnel can be difficult. After all, three stages need to be taken into account: introducing the product, understanding what the consumer wants, and moving the user through the funnel. However, by understanding how you can use content licensing at each stage, marketers can overcome these challenges and create a successful content marketing funnel.
In the first stage, it is essential to introduce the product engagingly. Curated content that educates buyers about the product can be beneficial. You can use content licensing to create this type of content, making it easy to obtain and use.
The second stage is all about understanding what the consumer wants. You can do this by surveying consumers or analyzing data from past sales. Again, you can use content licensing to obtain relevant data and insights. By understanding what consumers want, you can create content specifically tailored to their needs.
The third and final stage is moving the user through the funnel. You can do this by providing relevant and targeted content at each funnel stage. Content licensing can help ensure that this content is high quality and relevant to the buyer. By using content licensing throughout the marketing funnel, marketers can overcome common challenges and create a successful marketing campaign.
Top-of-the-Funnel: Discovery Stage
Ah, the top of the funnel. This is the stage where we try to attract a wide variety of prospects and get them to become aware of our product. It's also the broadest part of the funnel, which can be both good and bad.
On the one hand, it allows us to reach many people. But on the other hand, it means we have to create content that appeals to many different types of people. But that's what marketing is all about, right? Trying to appeal to as many people as possible.
And speaking of appealing to people, one of the biggest obstacles we face in this stage is getting traffic. Nearly one out of two marketers noted that getting traffic was an obstacle. But if you can surmount that hurdle, you're well on your way to success.
Middle-of-the-Funnel: Consideration Stage
Now that you've qualified your leads, it's time to nudge them down the funnel! In the consideration stage, buyers evaluate their options and consider which product best fits their needs. This is where your marketing efforts really need to shine.
You'll need to do more than simply list your features - you need to show how your product is the best solution to your buyer's problem. Be sure to keep an eye on your competition during this stage and monitor what kind of reviews and feedback your product is receiving. With a bit of finesse, you can guide buyers towards choosing your product in the consideration stage and turn them into lifelong customers.
Bottom-of-the-Funnel: Conversion
By now, your potential customer has done their research and compared you to your competitors. They've read your blog posts, subscribed to your email list, and checked out your social media profiles. In other words, they're fully aware of who you are and what you have to offer. Now it's time to seal the deal.
This is where conversion comes in. To convert your leads into customers, you need to give them a reason to choose you over anyone else. Whether it's a discount code, free shipping, or exclusive access to content, you need to offer something that will persuade them to take the final step and purchase your product. So go ahead and close the deal - your bottom-of-the-funnel consumers are ready and waiting!
Customers & Upsell Opportunities
Anyone who’s ever worked in sales knows it’s easier to sell to an existing customer than to create a new one from scratch. Not only do you have to spend time and money on acquiring new leads, but you also have to go through the hassle of educating them about your product before you can even consider closing a deal.
On the other hand, existing customers already know what you’re selling, and they’re more likely to be interested in buying additional products or upgrading their current subscriptions. In other words, they’re the perfect target for upsell opportunities.
So if you want to increase your sales, don’t forget to include your existing customers in your content marketing strategy. After all, they’re the ones who are most likely to convert.
How to Target Each Stage of the Funnel
The content marketing funnel is a great way to think about your consumers' journey as they move from curious onlookers to raving fans. And, just like a real funnel, the best way to get the most out of it is to ensure your content is targeted at each stage. That's where content licensing comes in.
By selecting the right content for each stage of the funnel, you can keep your consumers engaged and ensure that they're always moving closer to becoming brand advocates. So, what kind of content should you feature at each one?
Top-of-the-Funnel Content
There's a lot of content out there vying for people's attention. So, how do you make sure that your brand stands out from the rest? One way is to produce top-of-the-funnel content. This kind of content is designed to grab your audience's attention and give them a taste of what you offer.
Blogs
The best part of having a blog is that it can house different types of content. Producing this kind of content can help you establish your brand as an authority in your field, ultimately driving traffic to your website.
Social Media Posts/Paid Ads
You can also use social media posts and paid ads to increase traffic to your brand. By regularly posting relevant information and insights on these channels, you'll draw people in and get them interested in what you have to say.
Infographics/Videos
Infographics and videos are such powerful tools for capturing attention and getting people interested in what you have to say. In a world where we're constantly bombarded with information, infographics and videos help to break through the noise and grab people's attention. They're also more likely to be shared, which can help to bring even more traffic to your page.
Industry News
Industry news is a great way to keep people updated on current trends and show that you are knowledgeable about your industry. By sharing relevant articles, blog posts, and infographics, you can engage your audience and get them thinking about the latest developments in your field. Additionally, industry news can help you build relationships with other businesses and thought leaders.
Thought Leadership
Thought leadership is perfect for those who want to hear from top leaders in your industry. These articles are valuable as they provide a unique perspective that can help distinguish you from the competition. After all, there's nothing like hearing it from the horse's mouth. Not to mention, thought leadership articles can help build your brand and establish you as an expert in your field.
If you're looking to make a splash with your content, focus on producing top-of-the-funnel content. It's sure to grab people's attention and leave them wanting more.
Middle-of-the-Funnel Content
By definition, middle-of-the-funnel content (MOFU) is designed to attract and nurture your target consumer. This content begins to provide value and establish your brand as an authority in the industry. Many types of MOFU content exist, but some of the most effective include case studies, newsletters, reports, white papers, e-books, guides, and webinars.
Case Studies
A case study is a great way to showcase how your business has helped other customers. This helps to build trust and demonstrate your expertise. By providing detailed examples of how you have helped other businesses, you can show potential customers that you are the best choice for them. In addition, case studies can help you to stand out from the competition. Sharing your unique approach and success stories can show potential customers that you are the best person for the job.
Newsletters
The best part about newsletters is that they give you a chance to be personal with your consumers. You can share your business's story and let them know what you're working on. You can also use them to build relationships with your target consumers by providing helpful tips or interesting information. And of course, newsletters are also a great way to promote special offers or upcoming events.
Reports/White Papers
Reports and white papers are often used interchangeably, but there is a key distinction between the two. A report is typically shorter and more to the point, while a white paper delves deeper into the issue at hand. If you're looking for a quick overview of a topic, a report may be the best option. But if you want to provide your target audience with more detailed information, a white paper may be better suited. regardless of which you choose, both reports and white papers can provide valuable insights and shed light on the issues your target audience may be facing.
E-books/Guides
In today's world, we are constantly inundated with information. And while it's great to have so much knowledge at our fingertips, it can be overwhelming to sift through everything and figure out what's important. That's where e-books and guides come in. These comprehensive resources offer in-depth information on a variety of topics, making them an essential tool for anyone who wants to learn more about a subject. And, because they can be accessed electronically, they are always just a click away.
Webinars
Webinars have become increasingly popular in recent years as a way to reach a large audience without incurring the high costs of travel and venue rental. They are also a convenient option for busy professionals who may not be able to take the time to attend a traditional conference or seminar. While webinars do have some drawbacks – such as the potential for technical difficulties and the need for a strong internet connection – they are generally considered to be a cost-effective and convenient option for businesses and organizations.
Using MOFU content, you can establish a relationship with your target consumers and position yourself as a trusted source of information.
Bottom-of-the-Funnel Content
You've made it to the bottom of the funnel! Congratulations. This is the final stage of the conversion process, and your consumer is finally ready to act on choosing you as their brand. But what kind of content should you be creating at this stage? Here are a few examples:
Testimonials
Your audience will have the chance to learn more about your product from your portfolio of testimonials. This can unlock additional information as to how your business interacts with other consumers and how they handle obstacles.
Demos/Free Trials
Through demos and free trials, you can give your consumers a behind-the-scenes look at your product or service in action. Let your audience experience your product or service for themselves with no commitment.
Case Studies
Another great way to showcase your product or service and drum up interest is to create case studies highlighting how you've helped other businesses succeed. This is a solid way to show potential customers what you're capable of and give them confidence that you can help them achieve their goals.
Coupons/Discounts
And finally, coupons and discounts are always a popular way to get people interested in your brand. Shoppers love a good deal, so giving them an incentive to choose your brand over others is a great way to increase interest and boost sales. By providing helpful and relevant content at this stage, you can seal the deal with your potential customers and turn them into lifelong fans.
Customers & Upsell Opportunities
As any business owner knows, customers are essential for keeping the lights on. They provide the revenue you need to keep the doors open and the wheels turning. But customers can be important for more than just maintaining a steady cash flow. They can also be a key source of renewals and upsells. That’s why it’s essential to keep them engaged with your brand. There are several ways to do this, but a few of the most effective include:
Newsletters
Upselling is a great way to increase your sales and boost your bottom line, but it's important to do it right. Pushing too hard can turn customers off, but if you're subtle and strategic about it, you can make a big impact. Newsletters are a great way to stay in touch with customers and subtly keep them coming back for more. By providing valuable information about your products or services and offering upsell opportunities, you can keep your customers happy and increase your sales at the same time.
Webinars
Customers are the bread and butter of any business, so it stands to reason that keeping them informed and engaged should be a top priority. Webinars are a great way to do just that, offering a more interactive experience than simply reading an article or watching a video. Customers can learn about what's happening in their industry and get expert advice, all while having the opportunity to ask questions. And because webinars are typically hosted by company experts, they're also an excellent opportunity to upsell customers on your products or services.
News/Trending Articles
Customers love feeling informed, and there's no better way to keep them in the loop than by sending them news articles about their industry. Not only will they appreciate the effort, but they might also find out about new products and services, trends, and other important information that they otherwise wouldn't have known about. And who knows? Maybe they'll even take advantage of an upsell opportunity that they wouldn't have otherwise known about.
Using these strategies, you can ensure that you're staying connected with your customers and providing them with valuable information to help them make decisions about your products or services.
Final Thoughts: Use Content Marketing Funnel to Grow your Business
As anyone in the business world knows, marketing is essential for growing a successful company. But with so many different marketing strategies out there, it can be tough to know where to start.
Content marketing is an excellent option for businesses of all sizes, and it can be especially effective if you use a content marketing funnel.
Just what is a content marketing funnel?
A content marketing funnel is a system for lead generation in which you create a piece of content (such as an eBook or whitepaper) and offer it to potential customers in exchange for their contact information. Once you have their contact information, you can follow up with more targeted content and eventually turn them into paying customers.
Content marketing funnels are an efficient way to generate leads and grow your business, and NYTLicensing is the perfect partner for outsourcing your content needs. We have a team of experienced writers who can help you create high-quality content that will engage your audience and attract new customers.
Frequently Asked Questions
If you're new to content marketing, you might wonder what the fuss is about. What is this "content marketing funnel" everyone keeps talking about? And how do you get started with it? Don't worry; we're here to help. Here are some frequently asked questions (and answers) about the content marketing funnel.
Q: What is the content marketing funnel?
A: The content marketing funnel is a process that businesses use to move potential customers through the stages of awareness, interest, and purchase. The idea is that by creating relevant and valuable content, companies can attract and engage customers, eventually leading them to make a purchase. While the funnel concept is fairly straightforward, putting it into practice can be a bit more complex. A content marketing funnel aims to drive sales and grow your business.
Q: How do you make a content funnel?
A: First, think about what kind of content is most likely to convert at each funnel stage. As people move further down the funnel, they'll become more interested in specific products and services. At this point, your content should be focused on conversion, with clear calls to action that encourage people to take the next step. Finally, remember that any content marketing strategy aims to create a sustainable flow of high-quality leads that you can nurture into customers and fans.
Q: How do you approach content within the marketing funnel?
A: Depending on where your business is in its journey, your approach to content will be different. If you're just starting, you'll want to focus on creating awareness and educating your audience on what you do and who you are. Once you've established yourself a bit more, you can start creating more focused content on generating leads and driving conversions. And finally, once you have customers, you can create content designed to generate loyalty and repeat business.
Q: How do I get started with the content marketing funnel?
A: The first step is to create some great content. This can be anything from a blog post or video to an eBook or white paper. Once you have your content, promote it via social media, your website, or your email list. Then, if people are interested in what you've created, they'll sign up for your email list or contact you to learn more. From there, it's up to you to nurture these leads and turn them into paying customers.
Q: Why is the content marketing funnel important?
A: The content marketing funnel is vital because it helps you focus your efforts on creating quality content that will resonate with your audience. By targeting strangers and turning them into leads and customers, you can better measure the success of your content marketing efforts and ensure that your time and energy are well spent.
