A well-designed website is one of the most important digital assets a business owner can have in their possession. Once a visitor assesses the appeal of your website, they will quickly start to absorb the content on your domain. Having content that is easy to understand, informative and optimized with relevant keywords is crucial when trying to edge out the competition. The content you put on your website needs to be developed with a purpose.
The main goal you should have when developing new content is using it to grow your audience. This is why you need to understand the buyer’s journey and how to provide them with impactful content. One of the main terms you need to familiarize yourself with is content marketing funnel. Read below for information about this term and how to create a content marketing funnel that will produce lots of leads.
The Definition of Content Marketing Funnel
A vital part of your content marketing strategy is the content marketing funnel. This is a term used to describe the journey a potential customer goes on when considering a purchase. Each stage of the content marketing funnel is designed to support a customer’s journey and push them towards the ultimate goal of making a purchase. The four stages of a content marketing funnel are:
- Awareness
- Evaluation
- Purchase
- Delight
One of the best ways to make creating a customized content marketing funnel easier is by creating a customer journey map. Having a physical document with the journey a customer takes to find and buy your products/services is crucial when trying to develop unique and persuasive content.
The Awareness Stage
Assuming that the consumers entering the first stage of your content marketing funnel is vital when trying to provide the right type of content. The content in this stage of your content marketing funnel should educate potential customers about what your business does. When trying to provide this information, you should use content like:
- E-books
- Blog posts
- Social media posts
- Videos
- Infographics
Testing a few different types of content on potential customers is the best way to figure out how they respond to each one. With this information, you can optimize your content marketing funnel.
The Evaluation Stage
During this stage of the content marketing funnel, a consumer will try to decide if they need the products/services your business offers. Persuading potential customers to buy your products/services will be much easier if you provide content to build trust. The content you can use to build trust include:
- White papers
- Case studies
- Webinars
By creating great content to use in the evaluation stage, you can push potential customers into the phase of your content marketing funnel.
The Conversion Stage
In this phase of your content marketing funnel, you need to provide potential customers with reasons why investing in your products/services is a good move. Doing things like offering side-by-side comparisons to your competition and highlighting the benefits your services/products provide is a must.
The Delight Stage
The last stage of your content marketing funnel is designed to obtain feedback from new customers. Encouraging new customers to leave this feedback can help you address any existing content marketing funnel problems. If new customers feel like they are being heard, they are more likely to remain loyal to your brand.
With this information, you should have no problem creating a winning content marketing funnel.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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