If you’re looking for an affordable way to market your business, content marketing is one of the best options. It not only generates 3X more leads than outbound marketing, but it also costs 62% less🚀
In order to successfully get results with content marketing, you need to create a funnel which takes audience intent, the buyer’s journey, blog posts and several other types of content into account.
❓What is a content marketing funnel?
In marketing, your funnel represents the steps your audience goes through in order to turn from visitors to customers. More specifically, a content marketing funnel is a funnel that helps convert traffic to customers through different types of content.
❓Why is it better to use a content marketing funnel?
One of the biggest benefits of a content marketing funnel is that it creates a system you can track. When you create a funnel for the first time, you will not create your best version. But over time you can use the data you collect from your funnel and optimize it to boost your conversion rate.
You will gain a lot of insights on how the different components of the funnel are working individually and holistically. You can then use the data to tweak your funnel and generate more sales with a smaller effort.
There are three main phases of a content marketing funnel
📍Top of the funnel (ToFu)
Content in this part include blog posts, social media updates promoting the posts, video content and infographics.
📍Middle of the funnel (MoFu)
White papers, ebooks, courses and newsletters often make up the second part of the funnel. Their main job is to convert the traffic you generate into leads and to build trust with those leads.
You can further nurture these leads through email marketing. These emails will help convert some of your leads to sales.
📍Bottom of the funnel (BoFu)
The third part of the funnel is where you finally convert leads to customers. This is the hardest part of the funnel, as instead of prompting people to consume free content, you need to get the leads to pay for your products or services.
These are the three main components of a content marketing funnel. Some companies will have a fourth component where they get users to buy more products or to upgrade their subscription plan (as in the case of a SaaS business). For this fourth phase, marketers simply use a combination of the aforementioned list of asset types.
But before you begin creating any type of content for your funnel there is one thing you must do. This is figure out who you are writing for. This is why you should conduct ample research and come up with a persona or personas of your target audience👥