Marketing your site is a difficult process. As search engine optimization becomes increasingly difficult to implement and social media becoming increasingly time-consuming, there is nothing more essential than spending your time mapping out your own Content Marketing Funnel.
Currently, most B2B marketers are developing custom content marketing, and they are planning to produce even more content in the future. However, most of them do not know how to differentiate between content that works and the one that does not make an impact.
A traditional sales funnel has been evolving to a content marketing funnel that most brands are trying to figure out. Digital marketers are now in the position to support sales by targeting each section of the marketing funnel with stage-specific and unique content types that help to convert leads into potential customers.
Think of the System as an Ordinary Funnel
The main function of an ordinary funnel is to make things cleaner and easier. A content marketing funnel also works in the same way. It helps you to reach more clients through a unique content flow procedure and converts them into potential customers. Think of the wide top of the funnel.
This is the section where a large number of individuals get to know your products and services. All these individuals are your leads. As they move toward the neck of the funnel, most of them will drop off leaving a few leads, which become paying customers.
Know the Main Content Marketing Funnel Stages
The generic online content marketing funnel has the following main stages:
- Attract – This is the stage when a lead discovers your brand for the first time. You can catch them with informational content such as infographics, blog posts etc.
- Convert – When customers or leads like what they see and become prospects. Since they would like to know more about you and your products, whitepapers and how-tos are the best content to place here.
- Close – This is the stage when prospects make a commitment and become potential customers. Again, when a lead is just an inch away from purchasing, you should offer throughough informational whitepapers or e-books that describe your products and how to use them. Also, testimonials from past customers can help to increase sales.
- Delight – At this stage, loyal customers are satisfied that they become your brand advocate. Keep them updated with a newsletter and more insightful blog posts etc.
This system can help your business reach more customers or users at any stage of the funnel, whether they are at the top or floating in the middle. As leads interact with your business while producing high and more quality content, you will be able to expand the neck of the funnel.