Articles

Browse Articles » Internet & eBusiness » What’s the Right Content for Each Stage of...

What’s the Right Content for Each Stage of the Marketing Funnel?

by Tom Woches SEO expert

What’s the Right Content for Each Stage of the Marketing Funnel?

The traditional sales approach, which ultimately leads to buying, is shifting to customer prioritization and retention methods, and with the use of content marketing, the focus is on developing mutual benefits. Here's how to put one together for use with your content.

In the digital age and with the deepening of digital marketing, the probability of customers moving in the traditional sales funnel has increased. Customers enter or exit the funnel at different stages. Most of all, their buying behavior has become very unpredictable, being silent for days or months, and then coming back and shopping has become common behavior among consumers and customers.

Although the general steps of a traditional sales funnel are similar, what has been highlighted is the increased influence and power of content in guiding customers inside the sales funnel until the purchase intention becomes clear. Even after the purchase, the content can still make new customers who are happy with the purchase interested in becoming an advocate of the brand.

This article will tell you how you can use content marketing at every step of the funnel to attract more visitors to your website and turn them into paying customers. Before that, it is necessary to explain the following two concepts:

_{Lead customer: The customer who has not yet decided to buy, has a new experience with your brand and this experience is of the desire.}

The power of content

Can Content Increase Sales? The answer is yes, but only if your focus in creating content is on the following:

Answer users' questions
Create interest
Overcome goals
Build a relationship based on trust

People have become more informed and more decision-making than ever before, and that is why they choose a brand that inspires them with great content. Content marketing also helps people make better decisions. Users are now smart enough to recognize that your marketing is tailored to their needs or committed to your sales plans. Advertising has a direct offensive approach and is annoying to the user. In content marketing, advertising content and sales are penalties.

Content is very powerful and is a vital combination in almost every sales funnel and digital marketing. You need content if you want to:

Attract potential customers to your website
Convert leads customers to potential customers
Finding clients leads and establishing strong relationships with them

Good marketing is always good content. But before writing dozens of blog posts, landing pages, case studies, and anything else you hope will get users to visit and buy from your website right away, you first need to put all of these things into a content strategy. This strategy allows you to target potential customers with unique and specific content and turn them into your loyal customers.

One of the most important keys to a content marketing strategy is to learn how different types of content can target different parts of the funnel. So, in the following, we will take a look at these 6 essential steps to attract visitors and turn them into paid customers through content.

Steps to attract a customer

There are 5 steps before each customer decides to buy.

Funnel Top - Client Customers
Awareness, Interest - Medium Function of the
Funnel - Potential Customers
Consideration, Intent – Decision, Evaluation – Evaluating
End of the Funnel - Real Customers
Purchase

Content leads for customers

This part of the content marketing funnel has 2 stages: awareness and interest. Let's take a look at how to target each step and what kind of content you should use.

Awareness

This is the first time that customers hear or interact with your brand. This is a good opportunity to educate them and they should not talk about a particular product, they should talk about topics that are important to most of them or their business. This is where you can build trust by answering questions related to them and the type of business you have.

As a result, your content should be search engine optimized and easily accessible as a fun and educational topic in order to maintain the engagement of potential customers. This is a good opportunity to keep a little satisfied and show a little of your personality.

As a good idea, you can create and publish content on other sites and media that are high quality and relevant to your field of work (such as ad reporting or guest posting). Of course, before that, you need to find out where your potential and hidden customers may spend their time online, where they receive news and related information and try to expose your content to them.

The goal is to transfer potential customers from a limited set of information (what is this company or brand? How do they help me?) To a desirable degree of performance (this company is great. I want to know more about them)

Interest

At this point, leads customers to engage with your brand, whether through headlines or social media, an ad, or a blog post. Your message has piqued their interest. Now that you have a very good initial impression, it is time to move on to the next stage of the funnel.

The best way to reach out to people with an increased attention span is to ask yourself what they are interested in your suggestions. At this point, they want to find out everything about your company and what you offer.

To get the most out of them, we recommend using page layouts, infographics, video content, and social media content and make arrangements to see how you can make a profit by buying your products or using the services.

Some good content leads clients:

Landing Pages
Blog posts
Guest post
Videos
reports
infographic
Social media content
FAQ section on the site (FAQ)

Content for potential customers

Now customers have shown interest. They may request more information through one of your forms, sign up for an email newsletter, download an eBook, or mention you on Twitter. Although Clues customers have not yet met the requirements, they have come very close to mentioning your brand as a viable option.

As a result, the content you provide at this stage should go into more detail and explain how your products or services can solve a particular problem.

Consideration

Users are now reading some of your content and enjoying watching your marketing videos and may even be sharing your content on social media.

Now that they know a little more about your company and realize that a product or service in your marketing might be useful to them, the next question is whether they can trust it or not.

This is where you need to invest more of your time and resources, in the form of creating stunning content that will not only set you apart from your competitors but also help you find your place as an expert in your industry.

Free advice in the form of blog posts and videos, case studies, and eBooks can help build trust and show customers that you care more about helping them than sales. At this point, you can encourage prospective customers to subscribe to your email newsletter or telegram channel and promise to share only valuable content with them.

Intent - decision

As you show your skill and willingness to help, prospects will become a little more serious with your brand. But that does not mean they are not ready to buy from you.

You now have to convince them that buying from you is a smart thing to do. So, the next step is to prepare more information to reassure them that your choice over your competitors is the right decision. The content you prepare at this stage needs to be more specialized, such as white papers, eBooks, webinars, and question and answer pages.

Evaluation

Outlook customers are now one step away from buying. At this point, you can reassure them that your product or service is the best, by preparing reviews, quotes from previous customers, demo products, comparative data, and reviewed examples that show how you can help others achieve their goals. You have helped.

Here is some good eye-catching content:

Blog posts with more depth in content
Shopping Guide
Demo of products, video or webinar of services or products
Case of the masters
Datasheets
Product comparison/pricing guide
Brochures
Frequently Asked Questions (FAQs)
Quotes
Targeted Email Newsletter
Consulting

Content for customers

The customer is ready to buy when the customer reaches the bottom of the funnel. Often, they just need a gentle hint of practical action.

To help speed up the sales process, you can offer attractive offers such as discounts, gifts, free trial, and unique offers in the form of content.

Some of the contents of this step are:

Free trial
Discount coupons
Product demos
Follow-up advice
Blog posts or deeper articles
Input from current customers or fans

Work should not be stopped when the purchase is made. Now you need to take action to retain your current customers. Don't forget that retaining an existing customer is much easier (and cheaper) than attracting a new customer.

When you retain new customers, entertain them with great offers, discounts, exclusive content, and anything you can think of. If they are happy, they will soon start supporting your brand, that's all a brand need.

A content marketing funnel is not absolute

Creating content that matches each step of the funnel is invaluable. However, few potential customers actually come from the top of your marketing funnel and go through a predefined path to become a real customer and eventually lead to a purchase.

Today, the customer journey is somewhat scattered, and they can find you in different ways, on different devices, and many times, online and offline, and your mission is to be ready at any moment.

^{Do you have experience converting leads customers to real customers and repeat purchases? Send us your business and tips in the comments section.}