The content marketing funnel represents the journey that potential customers take when considering a purchase. It is part of a larger content marketing strategy. The content at each stage supports the customer’s journey. Each good content moves prospects closer to making a purchase.
There are generally four stages in the content marketing funnel. Multiple sources often divide these general steps into smaller steps, but these are the major processes necessary in every marketing funnel.
These steps are:
- Awareness
- Evaluation
- Purchase
- Delight
Each stage and the content presented to the customer in those stages should serve a specific purpose in the customer’s journey.
A comprehensive content marketing strategy addresses the following issues:
- What kind of content do I need to produce?
- How will I measure the efficiency of my content?
- Where can I make improvements to my content strategy?
Let us look at each of these phases and understand their role in our strategy.
The Four Stages of the Content Marketing Funnel
When people think about buying something, they go through different steps before making a decision. Understanding these steps can help you create the right content at the right time.
The content marketing funnel breaks down this journey into four stages: Awareness, Evaluation, Conversion, and Delight. Let’s explore each stage and see how you can use content to guide your customers from first hearing about your brand to becoming loyal fans.
1. Awareness
When potential customers enter the content marketing funnel for the first time, you should assume they are unfamiliar with your company or the solution you offer. It is now your responsibility to make them aware. The goal of top-of-funnel (TOFU) content is to educate your audience. You can use content types like:
- Shareable blog posts
- Posts on social media
- Infographics\ Videos
- E-books
- Podcasts
But don’t worry—you don’t have to try every single type of content. Track the success of a few that seem to resonate with your intended audience. Ask yourself the following questions with each piece of content you create:
- Is my intended audience engaging with my content?
- Is the content being viewed, shared by prospects?
- Is there any follow-up after the interaction?
Metrics such as time on page, number of reviews, and bounce rate help you answer these questions, and dig deeper into Google Analytics to learn more. If you discover that your content falls short or does not reach the intended audience, pivot. Just because you started down on one path does not stop you from changing your strategy.
2. Evaluation
Potential customers decide whether they need your product or service in the middle of the funnel (MOFU). During the evaluation stage, you’re also attempting to build trust with your customer. Nobody buys or does business with a company they don’t trust, so always look for ways to strengthen that bond.
Consumers want content that shows them why they should buy your product or service. Analyse whether your content is serving its intended purpose:
- Are people converting as a result of this content?
- Is this content generating new sales or leads for me?
- Is this content assisting my end goal?
Good content aids in the gradual progression of a prospect toward a purchase. That is why it is critical to use a variety of content marketing strategies and to have a comprehensive content strategy in place.
Your marketing’s target audience is people who enjoy sweets. Baklava is similar to Indian sweets that many people are familiar with. In your content, you must explain why choosing baklava is better without making it obvious. It is up to the customer to make a decision, but we must entice them to try your product.
3. Conversion
Everyone wants to be certain about a purchase. Giving your potential customers specific reasons to purchase your product or investing in your service is a wise decision.
Up to this point, the content funnel has been focused on piquing customers’ interest in your product. Give them a reason to buy at the bottom of the content marketing funnel (BOFU). You can easily influence a purchase by providing side-by-side comparisons of similar products and emphasizing how your product or service is superior.
Remember to keep the following in mind:
- Is there a clear call to action in my content?
- Is the purchasing process as simple as possible?
Offering a free trial of your service can also result in a purchase, as long as you don’t give away the entire product. An introductory trial gives potential customers a taste of what you offer but should leave them wanting more, because your goal is to convert them to a sale.
4. Delight
Although it is not part of the traditional content marketing funnel, many businesses have added a step to retain or delight customers.
The goal of your overall content strategy should be to build an audience and keep them engaged. This effort extends beyond the point of purchase. This strengthens your relationship with your customers.
Customers should be able to easily engage with your content and provide feedback to your company. Consider the following:
- Is this content designed to entice customers to leave feedback?
- Is the content compelling enough for readers to recommend it to their friends?
- Is this content based on real-world customer success stories?
Reward your audience with special offers or early access to new products. Even if your customer isn’t a repeat buyer, they influence their social circles. Prospects trust recommendations of an acquaintance and good reviews the most.
Give the customer the impression that they have eaten Turkish delight and seek input from them. Leverage their feedback on social media platforms; who doesn’t love a restaurant that acknowledges your feedback?
Validating and celebrating your customers’ first positive experience with your product is the best way to keep them coming back. Create a social media hashtag campaign and offer special discounts to repeat customers.
Key Considerations for a Successful Content Strategy
- Understand what type of content resonates with your audience to ensure engagement.
- Align your content with business goals to make every piece purposeful.
- Use tools like Google Analytics to track performance and adjust strategies accordingly.
- Regularly update underperforming content to keep it fresh and relevant.
- Experiment with different content formats and distribution channels to find what works best.
Final Thoughts
The content marketing funnel is essential for guiding customers from awareness to loyalty. By creating the right content for each stage, you can build trust and drive conversions.
At Infinity Digital Marketing Agency, we help you create effective content strategies. Are you ready to take your marketing to the next level?
Contact us today to get started!