The marketing funnel has been used by businesses for many years to guide their marketing efforts and create effective strategies. It is essentially the process or steps that potential customers take that move them from prospect to customer.
Content is the heart of digital marketing, as it is an essential element of everything else that marketers do. However, there is a common misconception about content being only a top-of-funnel tactic. Content marketing can be tailored to reach people in each part of the marketing funnel.
The goals and strategies used for each stage of the funnel change when writing content. Let’s take a look at the stages of content marketing and how content can be written for different funnel parts.
Top Of The Funnel
The goals at the top of the funnel, or discovery stage, are brand awareness and indirect customer acquisition. In this phase of the funnel, your content is used to inform potential customers about your brand and how your product or service can solve a problem.
Generating interest during this phase is critical; they need to be captivated by the brand and establish trust. Creating educational or viral content is the best tactic.
Some types of content that work during the top of the funnel include blog posts, webinars, comprehensive guides, newsletters, and videos.
Middle Of The Funnel
The middle of the funnel is all about direct customer acquisition. This is the phase where the potential customer starts identifying your product or service as their solution.
Since you are still establishing trust at this phase of the funnel, content must be written to ensure that people learn how your business can help them and how you differentiate from others in the market.
An effective tactic for this phase is to present possible scenarios that your potential customers might have and how you can solve them. Content can include case studies, how-to showcasing your products, product descriptions, datasheets, and demo videos.
The Bottom Of The Funnel
At the bottom of the funnel, the goal is finally getting that transaction with customers. Since you have, by this point, learned what works best with your audience, direct pitches can help you make that transaction.
Customers who make it to this phase are interested in what you offer. It’s just a matter of convincing them to make the decision. Your content can be direct and highlight the value and uniqueness your business can provide them and how they should choose you instead of any other competitor.
The content for this conversion stage of the funnel is the sales in content marketing. The content you can use at this stage includes testimonials and reviews.
Beyond The Funnel
Once you have existing customers, the goal is to retain them. The content that is created at this stage is focused on turning first-time customers into long-term customers.
Content that can be targeted to current customers can include special offers, how-tos with products they’ve purchased, follow up emails, support and help documentation, and more.
Target Your Content Correctly At Each Stage Of The Funnel
Each stage of the digital marketing funnel needs a different approach regarding content. The key is to figure out who that content is for and what they are looking for at each stage. Once you start writing content with this mindset, you will be able to notice significant changes.
To learn more about content marketing and how to adequately write for each stage, join the Digital Agency Hacker’s group on Facebook.