Today, consumers’ first stop for information is a search engine. While they look for answers to a problem or question, inbound marketers guide potential customers through a four-stage process that aims to make sales and develop loyal customers.
What is a Content Marketing Funnel?
A content marketing funnel is a process that directs potential customers through a step-by-step flow of content, from awareness to evaluation to purchase.
It is called a funnel, because the pool of potential customers steadily declines at each stage of the process. There are typically a large number of people who become aware of your brand, fewer who are considering purchasing your products or services and a select group of paying customers.
The goal is to get as many potential customers as possible to the final stage of the journey.
The 4 Stages of a Content Marketing Funnel
Attract
In the awareness stage, people are using a search engine to try to solve a problem, find an answer or meet a need.
At the top of the funnel, you can reach these people by publishing educational content that provides a solution to their problems.
However, those you attract are a long way from spending any money. There is never a guarantee a new visitor will make it all the way through the content marketing funnel.
Types of Content to use
- Pay-Per-Click Ads
- Blogging
- Social Media Marketing
- Ebooks or Whitepapers
Convert
The middle of the funnel is where potential customers begin doing detailed research on whether or not a product or service is right for them. At this stage, you know that you have really captured their attention.
It is typically a period of extended engagement in which you nurture and develop relationships with new leads.
Types of Content to use
- Social Media
- Blogging
- Premium Content
- Case Studies
Close
The bottom of the funnel is the stage in which someone is making an actual purchase decision. They may be ready to buy, but they still might need a little bit of convincing. At this stage, the right offer paired with the right content can greatly influence a lead’s decision.
Types of Content to use
- Special Offers
- Email Marketing
- Sales Promotions
Delight
Delight is the final stage of the content marketing funnel. It is when content is distributed to persuade a loyal customer into becoming a brand advocate. If successful, your company can increase its brand awareness through the power of word-of-mouth marketing.
Types of Content to use
- Email Marketing
- Contests and Giveaways
- Special Offers
Although each stage in the funnel is different, content is the constant. It is used throughout the process to attract, convert, close and delight new prospects, according to the principles of inbound marketing. As more content is produced, the funnel will widen, increasing not only prospects but paying customers, too.
