Last week we went over the first two segments of Part 1: Content Marketing funnel, this week we will cover the last two segments to fulfill the content marketing funnel.
Finally! All the courting is done and your visitors are ready to turn into customers. Depending on your brand’s style (if you’ve found that the hard sell works well for your audience), this is where you’d make that final direct pitch.
The narrowest part of the funnel is the point of transaction (or conversion). At this point, we know that folks remaining in the funnel are interested in what we have to offer; we’re just trying to convince them we’re worth them pulling the trigger.
Be ready to wow those people in the final moments before they finally decide to commit to your products with:
- A streamlined, comprehensible, and trustworthy sales process
This type of content is more straightforward. It can involve things like clear descriptions of your products that outline the unique value they provide to customers. It could include charts that compare your various products to one another or to those of other companies. Bottom-of-the-funnel content is the sales material of content marketing.
Retention: Beyond the Funnel
Once you’ve got those customers, your goal is to keep ’em. Content marketing is part of that process too. At this point, we’re focused on retention—turning one-time buyers into repeat customers (or, for companies with a subscription model, making sure customers continue their subscriptions instead of canceling).
Think about all the content that’s generated in the following forms and how your retention would tank without it:
- Customer support and help documentation
- Special offers
- Insider how-to’s
- Email outreach and follow-up
- Effective product UX
As you can see, each stage requires a different approach. Just like you’re more likely to post different versions of your message on Twitter and Facebook, be sure to use the right form of content marketing at the right stage of your process.
Whatever stage of the funnel you’re creating content for, the key is to figure out who you’re talking to and what they might need to hear before you say anything.
If you are just starting to get your toes wet in the content marketing scene, or want new ways to repurpose your curated content, learning how different types of content target different parts of the funnel is key to an effective content marketing strategy.
Here at Netfinity, we ensure the right information and content is being delivered to the right audiences, at the right time, feel free to contact us for a free evaluation.