Last Updated on May 10, 2021
Every customer is different and so are their needs and preferences. This means that there is no one size fits all formula here. What’s more, consumers are more educated than ever before. They do extensive research through online channels before making any purchase. In fact, research shows that an average consumer read 3-5 pieces of content before talking to a sales representative.
That is why brands must create and publish content that answers user queries. Instead of hard-selling them, you should focus on educating them and increase their awareness. Tell them how your product or service is better than others and how it can help them solve their biggest problems. This will make it easy for them to make the right decision.
To do this effectively, you need a digital marketing strategy to answer your target audience’s questions comprehensively through content marketing and nurture long-term relationships with your customers.
What Does A Content Marketing Funnel Look Like?
A content marketing funnel comprises three different stages.
During the awareness stage, a prospective customer first discovers your product or service. He or she learns more about your product or service. Next, they compare it with other similar offerings during the consideration stage. Lastly, they make purchase decisions whether they are interested in buying your product.
Inbound marketing takes a similar but slightly different approach. Like content marketing funnel, inbound marketing funnel has three distinct stages:
The primary purpose of attract is to familiarize prospects with your brand and tell them that your brand has the solution they are looking for. Brands should look to grab the attention of prospects. Next, keep them engaged and focus on nurturing a long-term relationship with them while showing Improve the experience by following up on previous engagements. By delivering an experience that customers will not find anywhere else, you can easily convert them into loyal fans that keep coming back to your brand for more.
In this article, you will learn about what type of content you should share at every marketing funnel stage.
What Content Should You Share at Every Stage of Marketing Funnel?
Now, let us answer the main question that every digital marketer is asking.
Ads are an excellent choice for attracting the stage as they increase awareness about your product by educating prospects who did not know about your products before. There are two major types of ads.
- Search engine ads
- Social media ads
Due to declining organic reach, rapidly changing search engine and social media algorithms, getting your content in front of the right audience is becoming more complex. Digital marketers have no choice but to rely on paid alternatives, and social ads and search ads are two of the best options in this regard.
Take some time to identify who your target audience is and which approach suits them the best before running ads on search engines and social media. That is precisely what digital agency does. Ads on search engines are more effective because users have higher purchase intention than social ads.
When a prospect sees your ad and clicks on it, they are directed to your landing page. Using landing pages in the awareness stage can help you push prospects to the next stage of the funnel. Keep your landing page focused. Avoid communicating too many messages through your landing page as it not only confuses users but also makes it look messy. If you offer a discount, tell users how much money they can save when they avail your offer. Ensure that the headline, copy and call to action all match otherwise, your landing page will not do well.
Blog posts can be used in both the attract and engage stage. If you are creating educational content, then it will work well for the awareness stage. On the contrary, if your content shows users how to solve a problem using products, it can also be used in the engagement stage. Similarly, eBooks, case studies, research reports, whitepapers can all be used during the engagement stage.
Did you know that the human brain processes images and visuals 60,000 times faster than text? That is why visual content like infographics is so popular among the masses. Thanks to its visual nature, infographics not only grabs your attention instantly but also makes it easy for users to digest complex concepts more easily. This makes it an ideal choice for the awareness stage. In addition to this, it also generates tons of backlinks and social shares.
Social Media Posts
Social media can post can both be used during engaging and delight phases. Not only can you use it to attract more customers, generate more leads, but you can also use it to build long-term relationships with your target audience. Keep your followers regularly updated with your latest offering and give them a sense of community engagement.
You can also convert your best customers or followers into brand evangelists and leverage user-generated content. Share stories that your target audience can connect to and make your audience feel like they are part of your large community or family. Brands can also use social media to deliver customer support and respond to customer queries in real-time.
Just like social media posts, emails can be used at every stage of the customer journey but are incredibly effective when used during the engage and delight stage. Your main goal should be to retarget, engage and satisfy customers through emails. By sending timely, personalized, and targeted emails, you can persuade customers to take action you want them to take. Email can also be an excellent choice for exclusive offers and discounts. You can also use it to collect feedback from users or ask them to complete a survey.
Which type of content do you share at every stage of the marketing funnel? Let us know in the comments section below.
Irfan Ak is an experienced digital & content marketing strategist at Branex Inc, the pro web app development company. He is a regular contributor on various websites. He has worked with several brands and created value for them.