When a consumer is looking for a product or service, the first thing they do is search for it on search engines, i.e. Google. And this is when brands need to work on engaging with relevant, high-quality content.
By doing this, they demonstrate that they understand the importance of providing the best information to educate and inspire their target audience throughout the sales funnel. Studies show that 60% of people become interested in a product after reading content about it.
So how can we use content marketing to guide these consumers through the sales funnel, transforming interest into conversion? The answer lies in creating a well-structured content marketing strategy that accompanies consumers at each stage of their journey.
Content Funnel vs. Sales Funnel
The content funnel is a concept that aligns with the sales funnel, but with nuances that deserve attention. Both share the mission of guiding leads from awareness to the purchase decision.
However, while the sales funnel focuses on the traditional acquisition and conversion stages, the content funnel goes further, nurturing and educating leads at each stage. It works on the premise that information and education are essential for the consumer to actually complete the purchase.
According to data from Demand Metric , around 70% of consumers feel closer to brands that develop content marketing and this sense of proximity can be decisive when it comes to conversion.
So, in practice, the content funnel connects to the sales funnel by cyprus phone number data delivering relevant and targeted material at each stage of the customer journey, resulting in greater lead attraction, retention and conversion with efficiency.
What are the stages of the content funnel?
To drive leads through to sales, it’s essential to understand the stages of the content funnel and how each one plays an important role in the customer journey. Let’s start at the top, shall we?
Top of the Funnel – awareness and attraction
At the top of the funnel, the strategy is essentially educational, aiming to position the brand as an authority in the field of consumer knowledge. Here, content such as blog posts, information products such as e-books and whitepapers, as well as introductory videos, are essential.
The priority is to “educate,” providing information that answers the consumer’s initial questions and presenting new relevant perspectives. These resources are designed to capture the attention of the target audience, initiating a relationship based on trust and mutual interest.
This is the time to offer quality content that answers their most basic questions. This is when content marketing should be more comprehensive, focusing on generic keywords and broad topics that establish authority and credibility, making the lead see the brand as a reliable source of information.
Middle of the Funnel – Consideration and Evaluation
As the lead progresses through the funnel, they enter the consideration phase. In this part, the content should be more specific and in-depth, for example, developing case studies, whitepapers, webinars, targeted email marketing and free demos.
The lead has already recognized their need and is evaluating possible solutions, so the brand's role is to show how its product or service stands out among the options. In addition, it is necessary to use personalization in strategies to create content that connects to the specific needs of the lead. Integrating more refined SEO techniques is also essential to ensure that the content reaches the right audience.
Bottom of the Funnel – Decision and Conversion
Finally, at the bottom of the funnel, the lead is ready to make a decision. That’s why your content needs to be highly persuasive and direct. Investing in customer testimonials and product comparisons can help provide the final information needed for conversion.
It’s important to remember that clarity and directness are essential at this stage. Remove any barriers that could prevent conversion by providing clear CTAs (calls to action) and irresistible offers. Integrating with the sales team can also be beneficial to align messaging and strategies.
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