A content marketing funnel can generate more revenue for businesses if done correctly. With the ever-growing competition, marketers are forced to create evolved content marketing strategies that drive higher conversion rates and make their business customers’ number one choice. 

 

Customers don’t just wake up one day and decide to purchase products. Every customer goes through a particular path that involves research and evaluation before buying any product, and this process is called the customer’s journey. According to a study by Semrush, 87% of marketers are creating content for different stages of the customer’s journey. 

 

In today’s digital times, customers can gain information on any product they want. Therefore, it becomes essential for businesses to understand buyers’ persona and their journey to deliver informative content that can assist them and establish an authoritative position. 

 

But for this to happen, a successful content marketing funnel is necessary. In the following article, we will understand the content marketing funnel, its different stages, how to create a content marketing funnel that works, and many other things. 

 

What Is a Content Marketing Funnel?

A content marketing funnel is a system that allows brands to attract new leads and take them through the customers’ journey, from the discovery of the product to conversion by offering different types of content at various stages of the journey. 

 

To give you more clarity, here’s an example of a content marketing funnel,

 

Suppose that you want to sell a product and a majority of your audience is on Facebook. So you decided to start a Facebook ad campaign and drive a high volume of traffic towards your website. 

 

On the landing page of your website, you encourage prospects to sign up for weekly newsletters, blogs, or anything that provides information. 

 

Once the prospective customers take such actions, they turn into leads and move forward in the marketing funnel. For the coming weeks, you offer leads with educational content about the solutions to your target industry’s problems via emails, blogs posts, and social media posts.

 

After posting 10 or 12 such educational content, you can offer irresistible discounts on the following posts. This process results in increased conversion rates, and you end up generating more revenue for the company.

 

The next step is to build customer loyalty and make them come back for more. Now, you may consider sending them content that motivates them to give feedback and spread positive word-of-mouth about your products. 

 

This is how an effective content marketing funnel looks like. 

 

How Does a Content Marketing Funnel Work?

There are various stages of a content marketing funnel. These stages are the top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Let us understand each stage in detail:

 

Top Of The Funnel (TOFU): TOFU is the process where brands and businesses have to focus on increasing their reach and awareness. It is the first step towards the conversion process. TOFU is where companies grab the attention of prospective customers and try to maximize the traffic on websites, blog posts, and social media channels. 

 

Middle Of The Funnel (MOFU): In this process, the focus is on lead generation. If the prospective customers decide to move towards the middle of the funnel, you successfully grab their attention. At this point, prospects are interested in what you have to offer and are considering paying for your product or service. 

 

MOFU is also where you have an opportunity to establish credibility and build a relationship with the leads and bring them one step closer to conversion. 

 

Bottom Of The Funnel (BOFU): BOFU is the last stage of the marketing funnel where you have to convince the leads to make the purchase. Here one last call to action is needed to nudge the leads to make their mind about the sale. 

 

You have to explain to your leads why they should choose your products or services over your competitors. Highlight how your products or services are superior to others and what value they can add to their business. Offering some kind of discount coupon or free trial can also influence the sale. 

 

Delight: Delight is not conventionally considered a part of the marketing funnel, but many companies add Delight as another stage below BOFU. They believe marketing shouldn’t stop after the purchase has been made. 

 

This mindset allows businesses to have long-term relationships with customers, attracting more leads through referrals and ultimately more sales. 

 

In this process, you should provide the customers with content that encourages them to share their feedback about the products and services. You can also focus on offering good customer service that adds up to make a delightful post-purchase experience.

 

How To Create a Content Marketing Funnel for Your Content?

To create content for any stage of the content marketing funnel, firstly, you need to understand your target audience thoroughly. Identify the appropriate channels to reach them and create content that connects with them. 

 

Proper research is required to create content that can provide value to the target audience. If the research is done poorly, the content offered by you at different stages of the content marketing funnel will fail to influence any kind of action in them, and the whole strategy will fall apart. 

 

After doing research and figuring what topics can entice your audience, it’s time to draft content for the different stages of the funnel. 

 

Top of the funnel

Here your goal is to get discovered by the target audience.  The content that generally works to grab attention is blog posts, social media posts, video content, and infographics. 

 

Blog Post: For blog posts, creating ‘how-to’ guides is considered the best practice to drive traffic on the website. Using effective Search Engine Optimization (SEO) techniques to maximize the blog’s reach will take you a long way and can generate traffic organically.

These blogs should solve the problems of the target audience. Blog posts are also a great way to display your subject matter expertize and create an authoritative image in the minds of the readers.

Social Media Posts: Social media platforms offer the target audience an opportunity to build a personal relationship with the business. By running an ad campaign on the social media platform that is usually preferred by your audience, you can increase the awareness of your brand or company and generate quality leads. 

 

Along with ad campaigns, you should also focus on generating organic traffic on your social media posts. Driving organic traffic will save you a lot of money, and it’s one of the only ways to connect with your target audience once they start following you.

 

Video Content: Video content is the most preferred format for consuming content in current times. Providing content with compelling visuals and audio is a powerful way to retain someone’s attention. Also, many studies have shown that our memory stores information in visuals. 

 

Therefore, video content can stay with the person for a longer time, influencing them to take the actions needed to move ahead in the content marketing funnel stage. 

 

Video content can take some time to be discovered, but you can expect an exponential increase in the conversion rate when they go viral.  Podcasts are a format of video content that offers insights on a particular subject to the viewers, and they can also be converted into blog posts and audio content. 

 

As video podcasts are very informative, they can be effective for increasing the reach of your business.

 

Infographics: Infographic contains all the crucial information about a topic in a visually eye-catching manner. These infographics can be tricky to create. 

 

If you are also looking to develop infographics, visit Lexiconn to get your infographics created by professionals.   

 

These were some of the ways which let your audience discover your business. But these aren’t the only ones, and you can think of other innovative ways to capture their attention. 

 

Middle of the funnel

MOFU is where your prospective customers are turned into leads, and a different kind of content is required to turn them into loyal customers. Putting forward educational content can take the leads further in the content marketing funnel. 

 

The number of people in MOFU is less than TOFU, but these people are interested in hearing more from the business and ready to consume more information from the companies. That is why each content offered here is much more detailed and specific. 

 

At this stage, the type of content that generally works are white papers, case studies, ebooks,  and worksheets. In exchange for the prospective customer’s email ids, you provide them with such educational resources. 

 

White Papers: White papers are more academic and elaborative than blog posts.  They contain facts, statistical data, and reports on a particular topic. White papers can convince your leads that the product or services you offer are solutions to their problems. 

 

Case Studies: Case studies are another data and fact-driven form of content containing detailed records from a project or test. Many times a company writes case studies on how their product or service solved the problem faced by its customers or clients.  

 

Content like whitepapers and case studies work well for B2B companies as they are data-driven and motivate actions among business leaders. There is a particular tone and structure that whitepapers and case studies need to have, which is not easy to follow.

 

At LexiConn, we offer content writing services such as white papers and case studies that are written by professional writers who have subject-matter expertize in such domains.

 

E-books: E-books are more informative than white papers and case studies, and they are also an opportunity for you to let your audience know how you are providing the best solution to the problem.

 

Worksheets: They allow leads to apply the knowledge they gained from your resources and usually go hand-in-hand with the ‘how-to’ guides.  It shows them tangible results and makes them realize the value your content adds to their lives. 

 

As you keep on providing such fantastic content, there are chances many of these leads will consider purchasing your product. 

 

Bottom of the funnel

At this stage, you have to give your leads a final push to turn them into conversions by building trust.  Here your content should answer how to use the products and what prerequisites are needed to use them. 

 

Remember, every content at the BOFU stage should encourage them to buy your product. That is why the type of content that works best at this stage are testimonials of satisfied customers,  webinars, and discount coupon codes.
 

Testimonials:  Put forward the stories about how your product made the life of your customers easy. Showing proof that people have benefited from your product in the past can establish credibility with the audience and motivate them to make the sale. 

 

Webinars: You can host webinars that can help the leads gain more knowledge on the subject matter, and this can again increase the desire to purchase your product. 

 

Discount Coupon Codes: Sometimes, discount coupon codes emails do the job of sealing the deal.  Create a sense of urgency among the leads by offering discount coupons for a limited time. 

 

If your prospective customer goes through every stage of the content marketing funnel, you successfully converted the sales. But things shouldn’t stop here. The next step is to repeat the process and create loyalty with your customers through different content. 

 

This content should motivate them to share their feedback and word-of-mouth about your products, resulting in increased leads and sales. Businesses that provide an excellent post-purchase experience make their customers feel valued, motivating them to return for more. 

 

Which Content Marketing Funnel Metrics Should I Track?

To identify how your content marketing funnel is performing, you need to follow a metric system. There are different metrics based on which you can determine whether your strategy was a success or not. 

 

Some of the metrics that you can use are:

 

Analyzing your content marketing funnels based on conversion rates

This method is one of the simplest ways to evaluate the content marketing funnel or any ad campaign. You can calculate conversion for different funnel stages, such as the conversion rate for the number of people turning into leads from prospective customers.

 

Likewise, you can also measure the conversion rate for the people moving from the MOFU stage to the BOFU stage.

 

Analyzing your content marketing funnel based on Return of Investment (ROI)

Here the success of the funnel is measured as per the returns that a company receives. Not all the leads will be generated through organic traffic; you can also generate quality leads via Google Ads or Facebook Ads. We suggest that you track the organic leads and inorganic leads separately.

 

Calculate the cost per lead (overall cost spent on leads divided by the number of leads generated), cost per opportunity, and cost per sale ( sales generated divided by money spent on ad campaigns) to determine the returns you are gaining.

 

Analyzing your content marketing funnel based on duration

In this metric, you have to measure the time it took for the target audience to become a customer. A shorter duration indicates that the content marketing funnel is performing well.

 

These were some of the metrics that can provide you with insights and show you where you are lacking or performing well. Different types of metrics will mean different things to every business, and therefore, you should choose the metrics that suit your business needs.


Final Thoughts
 

Creating a successful content marketing funnel is not an easy task, and it takes a lot of time and research to create content for every stage of the funnel. Developing a content strategy is one part, but writing content that results in action is different. 

 

Therefore, hiring a content writing agency with skilled content writers can prove very effective for businesses. LexiConn is one of the top content writing agencies that can meet every content requirement of your business. 

 

LexiConn offers quality content at every stage of the content marketing funnel that ignites conversions and builds long-term relationships with your customers. If you are looking for writers that inspire your prospects to move forward in the customer’s journey, visit the LexiConn website.