Part 2: The Content Marketing Funnel

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.

Conversion: The Bottom of the FunnelPicture1

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:

  • Testimonials
  • Reviews
  • 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.

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NFY Interactive, Inc.


Part 1: The Content Marketing Funnel

If you aren’t already familiar with the traditional model of the marketing funnel, it’s worth getting to know. The idea of the funnel is that your pool of potential customers grows smaller as it moves toward its first transaction with your business.

At the top of the funnel, there are many people who will become aware of your brand (often seen as the first step in the conversion process). The middle of the funnel is smaller, as there are fewer people who’ll actually consider paying you for your products or services, and the bottom of the funnel is even smaller, as many of the folks who consider paying you will end up deciding not to. Your mission as a marketer is to make that funnel as solid as possible, guiding potential customers toward eventual conversion.


Discovery: The Top of the Funnel

The top of the funnel is often where we see inbound marketing at its finest. Our goals might include nudging a few potential customers toward conversion, but the way we go about that is rarely by talking about ourselves. Instead, it’s about figuring out what the audience wants and needs to learn about and teaching them those things. If you’re doing that well, you’re associating feelings of gratitude and respect with your brand—not to mention authority. All the while, you’re raising the competence of your readers to a point where the products or services you have to offer are more useful to them. Double win.

Types of content that work well during the discovery phase include:

  • Blog posts
  • Webinars
  • Big content (games, tools, long-form content, parallax scrollers)
  • Comprehensive guides
  • Videos
  • Email newsletters

Consideration: The Middle of the Funnel

In the consideration phase, a consumer starts to associate you with the solution you offer. This is the time when you want to supply them with content that helps them evaluate you and your products. At this stage, we’re speaking directly to the people we think our business can help and making sure they know how we can help them. Remember that they may not yet trust you, so don’t put on your sales hat just yet. Instead, consideration content is a great opportunity to make sure it’s easy for your visitor to browse all the information that might help them differentiate you from your competitors.

At this stage people will be looking for:

  • Case studies
  • How-to content that showcases your products
  • Demo videos
  • Product descriptions and data sheets

Make sure to check the Blog next week for the final two segments; Conversion and Retention. These are the most important sections that fill out the funnel.

The post Part 1: The Content Marketing Funnel appeared first on NFY Interactive, Inc..

NFY Interactive, Inc.