The Content Marketing Funnel: Navigating the Customer Journey
Content online is around everywhere we go. They actually have a specific purpose for existing: to get you to buy something. Maybe they want you to sign up for an account or learn more about a brand. The reasoning behind this is because most of the content we read and engage with everyday is all part of the content marketing funnel. This content marketing guide will go over what it is and how to make content at each stage to lead users through the buying decision.
What is the Content Marketing Funnel?
Source: Lucidchart
The content marketing funnel is a type of content marketing strategy where a model is used to help a brand visualize how to successfully use content to attract potential clients and lead them through their journey from the first interaction to then converting them into a paying customer. There are different stages supporting the customer journey, as good content will result in leads inching closer to a potential purchase. The 4 stages of the content marketing funnel consists of awareness, evaluation, purchase (or conversion), and delight. Each of these stages roleplay their specific purpose throughout the customer’s journey, as should the content also being presented. Building a customer journey map (a visual of a customer’s experience of a brand) like the one shown below could be a good idea to understand how your content can cater into the overall customer journey from exploration to purchase.
Source: Lucidchart
The 4 Stages of the Content Marketing Funnel
- Awareness
potential customers will begin at this stage in the content marketing funnel. Assume that they are unaware of your company or the solution you provide to them. The goal in the awareness stage is to make them aware, which is also at the top of the funnel. Top-of-funnel (TOFU) content focuses on educating your audience with content types like blog posts, social media posts, infographics, videos, ebooks, and podcasts. However, there is no pressure because you don’t have to try out every single content type. Testing a few of them out is good to see if the content types do relate to your intended audience.
Source(s): Instagram, Starbucks
The official Starbucks page on Instagram. There are several posts of pictures and videos they have to cater and appeal to their audience on their product, which is well-known for their coffee.
- Evaluation
located in the middle of the funnel (MOFU), this is where potential customers decide whether they need your product or service. This is also an attempt to build trust with your consumer in the evaluation stage. No person would buy from or do business with a company they don’t trust or have doubts, so they look for ways to build upon that relationship. The best type of content in this stage can be case studies, white papers, emails, useful resources/downloads, and events/webinars. Just like content in the awareness stage, using varying types of content marketing in the evaluation stage is good to see if either content type will work for your content strategy so that your potential customers can advance through the content funnel.
Source(s): Milled, Sephora
This is an email by Sephora. It tries to inform you by saying that you can pick a free surprise gift if you spend at least $25 on any online purchase, in addition to a promo code for a discount. An email like this is great for customers who are actively shopping for certain products to fulfill their needs or wants.
- Conversion
The stage where everyone wants to feel positive in a purchase. This is where you give your potential customers very clear reasons why they should buy your product or service. At the bottom of the content marketing funnel (BOFU), you give them a reason to buy. Content in the conversion stage can be customer reviews, demos, product comparisons, or free trials. This is a chance for you to really shine to your consumers. Offering side-by-side comparisons of similar products and then highlighting how your product or service is better can help you easily influence a purchase. A free trial of your service can also lead to a purchase, as long as the whole product is not given away. An introductory trial gives potential consumers an idea of what you do but should leave them wanting to find out more because your goal is to convert them to a sale.
Source(s): Smashing Magazine, Amazon
Product comparisons of different portable charger models for Anker on Amazon. The comparisons go in detail about specifications like power capacity, amount of USB charging ports, size, weight and so on. Comparing different models side-by-side is great for people to determine which type of product model, whether it is made by the same or different brand, is the right choice for them to buy.
- Delight
even though it is not present nor officially part of the content marketing funnel, this is actually an additional step in maintaining or satisfying customers. Your content marketing strategy should be focused at building an audience and then keeping them engaged. The content should give customers easy ways to stay engaged and share feedback with your business. You can also reward them with special promotions or early previews of new products yet to be released. 91% of customers claim they are most likely going to make another purchase after a great service experience. Even if your customer has no intention of being a repeat buyer, they still possess influencing power throughout their social circles.
Source: Mailchimp
Mailchimp’s email about giving someone early access to their new website builder. This ensures customers of Mailchimp that they will most likely intend to stick around with them and so Mailchimp rewards them for being loyal customers.
How to Create an Effective Content Marketing Funnel
The key to creating a successful content marketing funnel is to be aware and strategic about the types of content you create and how much content is being created for each stage. An example could be you have quite a successful conversion rate but leads are lacking. You might have to focus on TOFU content in order to bring more people into the content funnel so you can guide your customers to more resources and MOFU and BOFU content as they engage with your brand. Remember to keep the content personalized and targeted to establish a seamless and very engaging customer experience. There are also some useful tools that can be worth checking out to assist you in formulating a content marketing funnel and/or a strategy, such as HubSpot and Skillshare.
Conclusion
The content marketing funnel is a great way to understand how you as a business or brand can take advantage of content to attract your potential customers and then convert them to buyers. With a working strategy maintained, your business can engage with and influence customers throughout the 4 stages of the content marketing funnel. It should be advised to check in on your existing content and look for ways to improve or edit them when needed. Do give new and future customers a reason to come back to you!
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