A marketing content funnel is a critical component of content marketing. Content for the discovery stage, videos or podcasts for consideration, and Case studies and social proof for education, are all important parts of the funnel. When your content is engaging and provides value, visitors will be more likely to click through and convert. But how do you get them there? In this article, we’ll cover the best ways to get visitors to your website. And you’ll get a link to your website in the end!
Content in the discovery stage
In the discovery stage of the marketing content funnel, the focus is on educating prospects and potential customers on the use cases of your product. Using a variety of content formats, you can educate prospects about your product through blog posts, webinars, guides, and other forms of content. Your goal is to generate enough interest to foster associations with respect, trust, and gratitude, and give them enough information to evaluate your brand before they make a purchasing decision.
For the discovery stage, your content should help prospects identify their needs and pain points, and then show them how your product can solve them. At this stage, potential customers may not be aware of your product or service yet, and are seeking information about the solution to their problems. Your goal should be to create awareness of your product or service, and establish yourself as an expert thought leader. Your goal is to win prospects’ trust and encourage them to take the next step, and this is where you can showcase your customer service and refund policies.
The goal of every marketer is to increase customer retention and build customer loyalty programs. These programs begin with referral programs, how-to guides, events, and A/B testing. They can also include the use of email marketing, newsletters, and loyalty programs. These programs can further build brand loyalty and generate a loyal army of brand advocates. You should also try to make your content easily repurposed.
Content in the consideration stage
During the consideration stage of the marketing content funnel, your goal is to educate your audience about your value proposition, and to reduce any perceived risk. Use content that offers incentives for taking the next step, such as a free trial or a money-back guarantee. Alternatively, you can focus on educating them about the advantages of your company. Regardless of the stage of the funnel, your content should communicate the value proposition and not feel like a sales pitch.
If you are marketing a video conferencing tool, write a long-form blog explaining the features of the product or service. This will drive traffic to your website. When writing content for the consideration stage, balance confidence and honesty. You must educate the shopper about the features and benefits of your product or service, and entice them to subscribe to your mailing list. Ultimately, you want to convert them into customers and close the deal.
Consideration-stage content helps potential buyers make a final decision. It helps them make up their mind and puts you on their short list. The content should also build trust with the target audience. Potential clients want to purchase from a brand that they can trust, so content that establishes your brand as a reliable company will help convert leads into paying customers. Your content should also be SEO optimized. It’s a great opportunity to build trust with your prospects.
Videos and podcasts in the consideration stage
When creating content for the consideration stage of the marketing content funnel, you must be aware of the needs of your audience. Videos should not be salesy, but should instead establish trust and the best solution to a problem. Videos should also have calls to action to further drive the audience further down the funnel. Consider offering information to your audience as if you were a judge in a court of law.
It is also important to realize that video and podcast content are more effective at educating your audience than static images. Consider that customers are looking for a solution to a problem they have and are not ready to buy right away. By creating a video that educates them about a solution, you can establish yourself as the expert in your field and establish your brand as a credible authority. Videos also generate more views than static graphics.
Using videos and podcasts in the consideration stage of the funnel can help promote your brand throughout every stage of the marketing content flow. They don’t need to be complicated if you know your audience well. By using them in various stages of the funnel, you will increase brand awareness, grow your business, and attract more customers. So, don’t miss out on the benefits of using podcasts and videos in your marketing content funnel!
Case studies and social proof in the education stage
Social proof and case studies can make your content more persuasive. If your content is unpretentious and highly targeted, these marketing tools will work wonders. Case studies demonstrate that your product or service will help your prospects achieve their goals. They can also establish your credibility as an authority and move your prospects to action. If you use case studies correctly, they can be an effective tool for the education stage of your marketing content funnel.
Case studies are especially effective in the education stage of the marketing content funnel, where your audience already understands their problem and is likely motivated to make a purchase. Case studies are more convincing than generic testimonials that have clients’ initials and are available to the public. And since case studies are available to the public, they can be published organically. For instance, you can publish case studies as blog posts or webpages, and you can make them more compelling with a strong headline. If you’re a SaaS company, case studies can help future customers understand the value of your solution.
Another effective way to get people to read your case study is to share the details of the product or service you offer. A recent study by the LinkedIn Technology Marketing Group found that 78% of B2B buyers used case studies when researching a purchase. In the education stage of the funnel, case studies can be the most effective marketing content format. In addition to case studies, social proof content like case studies are expected to include a call-to-action.
Email newsletters fall throughout the funnel
The awareness stage of the marketing content funnel is where the prospect has found your business. They could have come across your website through a search engine result, social media post or display ad. While it is important to invest in advertising, email newsletters may lose the attention of the prospect if they lack value. If your newsletter offers useful information, such as an exclusive discount, it will attract the prospects’ attention.
In this stage, your prospects have chosen to “lean” towards your company instead of interacting with competitors. In this stage, your aim is to introduce them to your product or service, highlighting its benefits and introducing them to the process of using it. This is the stage in which your email newsletters fall throughout the marketing content funnel. If your email content falls into this stage, you can expect a high conversion rate.
Newsletters are more complex than dedicated email sends. They need to be crafted properly, with pictures, texts, and other elements placed in a logical order. You also need to consider the importance of A/B testing for every single piece of content. In contrast, dedicated emails are more specific to one offer, such as an invitation to a conference or whitepaper. The purpose of dedicated emails is to reach out to the targeted audience and provide them with valuable information.
Retargeting and PPC ads are effective
Using retargeting and PPC ads for marketing content funnel purposes can be a great way to target prospective customers. These two advertising tools have many benefits, including the ability to reach people who have already visited your website, and increasing your brand recognition and visibility. PPC and retargeting work well together in marketing content funnels, and businesses that optimize both are more likely to see better SEO results.
Retargeting and PPC ads are especially effective in marketing content funnels, because they can be used throughout the buying cycle. Warm traffic lingers in the interest stage and is likely to be browsing a competitor’s website. Marketers can send these visitors relevant links or point them to the SEO services they offer based on the content of their blog posts. For example, if a prospect reads an article on SEO, they will see an ad for SEO services. This retargeting and PPC ad campaign can be as simple or as complex as the marketing strategy that accompanies it.
Retargeting and PPC ads can also increase ROI from your advertising campaigns. Retargeting works by using the content that your website offers to attract new visitors. Using a blog post to explain the benefits of your service or product is a great way to retarget past visitors. The goal of content marketing is to build a trusted relationship with your target audience. They can become loyal and repeat customers.
White papers are a valuable asset in the education stage
If you’re trying to convince business decision makers to purchase your product or service, white papers can help you make that happen. They blend high-level business ideas with technical details. While business decision makers need insight into the technical details of a product or service, they’re not necessarily well versed in that area. In fact, many business executives seek out technical experts to provide input on a specific topic. Technical professionals are likely to read your white paper if you have relevant facts to present.
A white paper’s structure is similar to a magazine’s. It features an introductory paragraph that explains why it was written and what the reader can expect to learn from it. It should also be formatted like a periodical or technical journal. If you’re unsure about how to format a white paper, you can use one of several white paper templates that make the process much easier.
When sharing a white paper with your audience, it is important to include a landing page URL. This link can be shared in social media and paid online ads. However, sharing a white paper with your audience is essential in educating your audience. Use relevant social media graphics and language when posting your white paper. Then, use the landing page URL in email marketing campaigns or social media posts to encourage downloads.