Content is king in today’s digital world – especially when it comes to business. Consider this: 73% of B2B marketers and 70% of B2C marketers say they implement content marketing in their overall marketing strategy.
That’s because professional content marketing works. When you can create content that not only sells, but also engages and nurtures relationships, you turn online visitors into loyal customers.
If you’re wondering how to build a content marketing funnel that converts, you’ve come to the right place. In this article, we’re diving into tactics that guide potential customers from the first “hello” to the final “thank you for your purchase.” So, let’s break down this journey into simple, actionable steps.
What is a Full Funnel Content Marketing Strategy?
A full funnel content marketing strategy is a structured framework that guides potential customers from awareness to purchase. In today’s crowded market, it’s vital for capturing and retaining customer interest.
A well-crafted content marketing strategy tailors content to each stage of the customer’s journey. When done right, it makes engagement more effective and conversions more likely.
For businesses targeting other businesses, a full B2B content marketing funnel strategy is essential. It requires content that resonates with the professional needs and decision-making processes of potential clients.
In practice, this means creating content that is informative and industry-specific Here are a few examples:
- A B2B SaaS company like Hubstaff, which provides time tracking and work management software, could create content about workplace productivity or a side-by-side product comparison to one of its competitors.
- A retail industry business like Lowes might produce content related to home improvement, such as how to install light fixtures or plumbing tips.
A successful content marketing funnel isn’t just about producing videos, blogs, emails, etc. It’s ultimately about delivering the right message to the right people at the right time.
The Four Stages of Content Marketing
The content marketing funnel consists of four key stages:
You will find your customers and prospects at one of these stages during the buying process. By tailoring content to these stages, you can guide your audience smoothly from prospect to client or customer.
Top of Funnel Content: Awareness
This is where you capture the attention of your potential customers. Use engaging and educational content that highlights the problems your product or service can solve.
A great example of this is Cariuma, a premium footwear brand that’s also a Taktical client. Skateboarders are one of their core consumer bases. Along with backpacks and apparel, they sell 5 different pairs of shoes designed specifically for skaters.
Their social media content like the below Instagram post doesn’t include a direct call to action to buy their shoes. But it’s an effective piece of awareness-focused content because it shows their shoes in action and highlights the brand’s roots in skate culture and footwear.
Mid-Funnel Content: Consideration
At this stage of the content marketing funnel, your audience has moved to mid-funnel and is evaluating their options. Provide content that showcases your expertise and the unique benefits of your offering.
Take Notion, for example – they’re a workspace collaboration tool. They created this detailed landing page targeting potential customers also considering Clickup, one of their biggest competitors. And it’s doing its job: it currently ranks as the first search result for the keyword “clickup vs notion”.
Bottom of the Funnel Content: Conversion
Here, the goal is to encourage a purchase decision – your audience has already gone through the top stages of the content marketing funnel, so here is where you can get specific. Your content should be persuasive and focused on the value proposition of your product or service.
Testimonials are one such powerful tool for conversion. Bonsai, a business management SaaS that handles everything from invoicing to bookkeeping, created a well-designed page on their website that features written and video reviews from their customers to help push web visitors to convert.
Funnel Content, Continued: Loyalty
Post-purchase, the focus shifts to retaining customers and encouraging repeat business. Deliver content that supports and enriches the customer experience, like user guides, support resources, and exclusive offers.
If you’ve ever used Adobe Creative Cloud, you know that they keep users engaged with guides for their software. For example, they sent out the email below with links to two tutorials, including one that teaches video editors how to animate golden hour light in Adobe Premiere Pro.
A 3-Step Process for Building an Effective Content Marketing Funnel
Crafting an effective content marketing funnel is a process that guides potential customers from initial awareness to the decision-making stage. Each step of your funnel should be meticulously planned with specific, actionable content tailored to your audience’s evolving needs.
From engaging and informative top-of-funnel content to persuasive and compelling bottom-of-funnel materials, each piece should be strategically designed to guide your audience toward a purchase decision.
In this section, we’ll delve into the nuances of each stage to create a content marketing funnel that not only attracts viewers, but also converts them into loyal customers.
Step 1: Creating Top of Funnel Content
The top of the funnel is your opportunity to capture attention and build awareness. Here, top of funnel content should pique curiosity and provide value. Make the first impression of your brand count.
How you can take action: Conduct in-depth keyword research and create a content calendar that aligns with trending topics and audience interests. Use analytics to track which types of content resonate the most, and adjust your content marketing plan accordingly.
Step 2: Developing Mid Funnel Content
Moving to the middle of the funnel, your content should now foster consideration. Start showcasing your expertise and how your offerings address specific problems or needs. This phase is about building trust and reinforcing the notion that your product or service is the best solution.
How you can take action: Use customer feedback and FAQs to guide the creation of detailed guides, webinars, and case studies. Ensure each piece of content is informative and adds value, helping the audience understand your unique selling proposition.
Step 3: Bottom of Funnel Content
The bottom of the funnel is critical for conversion. Your content marketing strategy here should be focused on persuading and convincing your leads to take action.
How you can take action: Develop content that emphasizes the benefits and results of your product or service. Utilize strong calls to action, customer testimonials, and data-driven case studies. Personalize content as much as possible to address the specific needs and pain points of your audience.
Leveraging Analytics and Feedback to Optimize Your Content Marketing Funnel
To refine your content marketing funnel, a blend of analytics and customer feedback is essential. This ensures that your content marketing strategy is not just based on assumptions but grounded in actual user behavior and preferences.
Here’s a checklist to guide you:
- Track Engagement Metrics: Monitor how users interact with your content at each stage. For top of funnel content, look at metrics like page views and time spent on page. For mid funnel content, focus on engagement indicators like downloads or webinar sign-ups.
- Analyze Conversion Rates: Evaluate how effectively your content is driving conversions. If you sell to other businesses, ask yourself, “Are my call-to-actions in my B2B content marketing funnel leading to desired outcomes?”
- Gather Customer Feedback: Regular surveys or feedback forms can provide direct insights into how your audience perceives and values your content.
- Use A/B Testing: Experiment with different content formats and messages to see what resonates best with your audience.
- Review Regularly: Make data review a regular part of your strategy to continuously improve your content’s effectiveness.
Maximize Your Content Marketing Funnel for Success
For any marketing campaign to be successful, it needs a well-constructed content marketing funnel. Having one in place ensures that every piece of content serves a purpose, guiding potential customers through their journey from awareness to loyalty.
At Taktical, we pride ourselves on our expertise in content marketing. We offer our clients a comprehensive suite of services that include a full SEO and content team ready to get to work.
We understand the nuances of crafting a content marketing funnel that not only attracts but also retains and converts your audience. Let us help you navigate the complexities of content marketing with strategies that are proven to work.
Find out how you can start transforming potential leads into loyal customers. Trust us at Taktical to elevate your content marketing strategy and watch your business grow.