3 Reasons Commonly Cited For Why Your Content Marketing Funnel Isn't Performing (And How To Fix It)

A Content Marketing Funnel Explained

A funnel for content marketing helps potential customers discover more about your brand help them solve their problems and feel confident to buy from you. Different types of content are more effective for each stage of the funnel.

Checklists, videos and infographics are effective in drawing attention, generating leads and keeping readers engaged. Content that is gated, such as templates and guides works well at this stage.

Awareness

At this stage, consumers know that your brand exists. They are also aware of the solutions you offer. This is where the content is created to educate potential customers and inform them about the problems that your solution solves and its distinct features from competitors.

To understand your content gaps at this point, think about the different types of keywords your audience uses to browse on the internet. You can use keyword research to determine what terms your customers use when searching online. This will assist you in determining whether your product or service is needed. This data can then be used to create an editorial calendar and figure out which content pieces will target those terms.

Producing content for this stage of the funnel will help you build brand affinity with your customers. If your customers are aware about your brand, they'll trust you more in your ability solve their issues. This leads to higher conversion rates for newsletter signups and purchases as well as clickthroughs on your website.

A well-executed content strategy can also help you close the gap in conversion at this stage. If, for instance, you observe that the majority of your content is targeted at increasing awareness, but nothing influence customers to make a purchase decision, then you could increase the spending on ads that target middle-funnel keyword phrases.

Another way to increase your bottom-of-funnel conversion is through social media. Social media platforms like Twitter and Facebook enable you to engage directly with your customers and give you the chance to show off your commitment to customer service. This can range from retweeting positive reviews to promoting exclusive offers.

You can also use content that already exists to help buyers move through the funnel, such as case studies or blog posts. If you write a blog article explaining why your product is superior to a competitor's you can share it via social media and ask your readers to sign up for your email list to get more information. You can also encourage conversions at this stage by asking users to include your name on their social media posts after they have tried your product. This will encourage others to do the same and help spread the word about your company.

Consideration

A good content strategy will comprise a variety of content types that draw customers in every stage of the funnel. For instance, brand awareness campaigns might include ad content, but they should also feature blog posts and infographics that address common objections and concerns. These pieces of content can be distributed via email or social media to increase organic traffic.

As consumers progress through the process of considering and begin to look for specific features of products that will help them make a purchase decision. Frequently asked questions (FAQ) pages are an excellent content type for this stage. Use tools for keyword research such as Ubersuggest or search popular industry hashtags to find the questions your readers are asking. Create answers to these questions, and then place them on your content funnel map.

During this phase, it's crucial to provide an enticing and compelling argument that shows the way your product or service will solve their problems and earn them more money. The content should also highlight your brand's uniqueness compared to the competition.

This is a relatively easy step to measure, as consumers are making a decision whether or not to purchase. Look at metrics like conversion rate, payment figures and click-through rates to determine whether your efforts are achieving.

When consumers reach the point of advocacy and become advocates for your brand, it becomes more and more important to them. They will share your content with their friends because they feel so passionate about it. This is a powerful method of growing your audience. But you'll have to focus on creating content that entices people to share it, instead of focusing solely on engagement metrics. Use Sprout Social, for example, to track social shares that result from your marketing efforts with content. This will give you a precise picture of the impact you have.

Decision Making

People are looking for content at the decision-making stage that validates the purchase and provides instructions on how to make use of the product. At this stage, they want to be sure that your solution will solve their problem and justify the purchase. High-quality content is important at this point, such as product guides, case studies, videos, and customer success stories. Your customers should also be in a position to ask questions and get answers from your support team. Sending them personalized emails and round-the-clock customer service is a great method to please customers and encourage them to share their experiences with others.

It is your hope that by this point, the customer will turn into an advocate for your brand and spread the word about it to their coworkers and friends. To turn these advocates into raving fans you'll have to provide them with valuable content that can help them make the most of your product or service. You can accomplish this by creating customized newsletters, tutorial videos as well as free trial offers and loyalty programs.

It's time to focus on the retention of your audience after it has transformed from leads to paying customers. Content marketing funnels usually focus on revenue as the final goal. However, customers will continue to interact and interact with brands after they make a purchase.  digital content marketing  to reimagine funnels as a dynamic model that incorporates revenue, not static models.

While traditional funnels for content marketing can help you plan your strategy, they don't account for the complexity of the buyer journey. Reimagining the funnel of content marketing as circular models will help you develop an overall strategy. You can create content that is engaging your audience and drives conversions by planning for each phase of the journey. Then, you can utilize the information from these conversions to improve your strategy and make sure that it is working effectively. Are you ready to see how this approach will benefit your business? Contact us today to request a no-cost content marketing guidebook!

Retention

A content marketing funnel can be a powerful tool to help brands plan and implement their strategy. It can also give them insight into the gaps in their strategy for content that must be filled. For instance the case where a brand has a significant amount of content targeted at generating increasing awareness and generating interest, but few pieces aimed at the middle of the funnel, they should prioritize creating content geared towards this stage.

A great way to see how on-target your content is to use tools like Ahrefs to determine the average time spent on page and bounce rate of each piece. The higher these numbers are the more efficient your content is.

Once you've written content for the top of your funnel for marketing content, it's important to keep it up-to-date and relevant. This will keep your customers engaged in your brand, its products and services. The best way to do this is to create new content that focuses on specific keywords, addresses questions that are likely being asked by your customers and includes the most recent information on your business or product.

As your audience steps onto the MOFU stage they'll want more details about your product or service as well as solutions to their problems. In this stage, it's important to build trust by offering authentic reviews and demonstrating value.

In the final stage of your funnel for marketing content, your audience will decide if or not to purchase. This is typically accomplished through restricted content that requires an email address or other form of registration in order to access. This content is designed to turn the interest and awareness you've created at the top of your funnel into qualified leads. Your sales team will then follow up.

You can still influence the customer journeys through your brand, even if the support and sales teams are the primary ones responsible for customer retention. Create content that delights your customers throughout the entire process of content marketing. This can include helpful resources, behind-the-scenes information and special offers that only your audience will be able to access. If you can build trust with your audience, then they will become your best advocates and help to reduce your sales cycle.