Today, beating the competition in SERP has become quite challenging for Content Marketers. After the application of the EEAT policy of Google, every content writer has to undergo some rigorous brainstorming to come up with the most unique content. A content marketing funnel can meet your requirements with ease.
A content writer writes content for two primary target audiences first is the search engine and second is for its readers. It’s all part of the loop that starts with readers or clients and ends with readers or clients. Search Engines Like Google and Bing acts like a catalyst who helps to initiate and end the process.
Now, the billion-dollar question is how a content writer like you and me can combat this situation. The simple answer is to stick to the basics of marketing. Only this can save you from this crisis situation.
What Is Content Marketing Funnel?
A content marketing funnel is a mechanism or framework that is designed to assist you in creating content for your potential target market at various stages. This can help you in your buying journey and this is a guide toward becoming a paying customer.
- Top Of The Funnel( Tofu):- All the content can build awareness about the problem you can solve.
- Middle Of The Funnel ( Mofu):- In this stage, it tries to generate interest in your products and services.
- Bottom Of The Funnel( Bofu):- It persuades the prospects to become the customers.
Source:- https://www.semrush.com/
So, let’s explore the stages more closely and understand which types of content are suitable for which stages. Some of the key factors that you should know here are as follows:-
Stage -1 TOFU( Top Of The Funnel Content)
The top of the funnel is the starting phase or the first point in the buyer’s journey. Along with it, this is the most populated stage. Here in this stage the people are not ready to buy and may not know about your company as well.
TOfu Content should attract your target audience’s attention. Thus, it will offer the best answer to all your queries, you just need to educate them, and you should gently engage them with your brand.
In this stage, if you aim for sales then your target audience may leave you.
Tips For Tofu Content Creation
There are some simple tips you can create for your Tofu content creation. Some of the key tips that you should follow here are as follows:-
- Focus on addressing the pain points of your target audience.
- Generate internal links to add useful resources to your site.
- Introduce your brand’s products and services whenever you feel it is relevant.
- Make use of On-Page SEO to rank higher on Search Engines.
Examples Of ToFu Content
Identifying The Best Types Of Tofu Content
Some top five types of content can easily attract traffic to your website. According to your industry survey, you must understand these facts as well.
- How-to guides: Make use of the tutorials that are on the basis of text to help the users achieve their goals.
- Landing Pages: All the web pages are designed to enhance specific actions.
- Infographics: All the images that combine data visualizations with the applications of specific text.
- Checklists: All the resources that help the users achieve their goals by checking all the items on the list.
- Ebooks:- Digital booklets that cover all the topics in-depth.
How To Do The Distribution Of Tofu Content?
There are some quick tips you can follow to distribute the Tofu content in your website. Some of the key factors that you should know are as follows:-
1. Organic Search
You can opt for unpaid rankings for your related search results.
2. Social Media Marketing
Sharing all the content via various platforms like Linkedin or Instagram.
3. Email Marketing
You can reach out to people who subscribed to any email address.
4. PPC Or Paid Advertising
Through digital advertisements, you can pay to promote your content.
5. Influencer Marketing
Try to incentivize relevant influencers to promote your content.
Analyzing ToFu Content Metrics
Using certain content marketing metrics you can easily analyze Tofu content marketing. Some of the key factors that you must consider here are as follows:-
- Number of unique visitors who visit your site as well as content.
- The conversion rate refers to the percentage of clicks that generate the desired action.
- How long an average user remains on a given web page matters a lot. It determines the session time spent on your website by the user.
- The total number of users who express their interest in your offerings matters the most.
- Percentage of users who are not engaged in your site.
These are the certain metrics that will provide you with a clear idea of how your Tofu content is performing.
Stage -2 MOFU( Middle Of The Funnel Content)
Whenever you work in the mid of the content marketing funnel users have identified the needs of particular products as well as services. They can help you to evaluate your options Mofu content helps you to position your solution in the best possible manner.
Some Examples Of Mofu Content
- Which brand you should buy from?
- What types of services and products are correct for you?
- How upgrading can benefit your business?
When you help people to answer these types of questions then the chances of conversion increase. As you build trust in the minds of your high-value prospects. Ultimately, you can guide them in making the buying decision.
Best Types Of Mofu Content
There are several types of Mofu Content that you must be well aware of before using them to attract your target audience. It can help you to generate leads to a greater extent.
- How To Guides: All the Text-based tutorials that assist the users to achieve specific goals.
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- Product Overviews: Complete information about the product features, specifications, and benefits can offer you a better solution.
- Case Studies: All the data-led reports that highlight customer success with the use of products and services matter a lot.
- Landing Pages:- Web pages are designed in such a way as to encourage some specific actions.
- Webinars: Interactive presentations about several topics related to your business.
Now, if you want to nurture the leads then you must get through some of the crucial facts that can boost your business.
- Success stories.
- Product overviews.
- How To Guides.
- Case studies.
- Customer reviews.
Distributing The Mofu Content
The best channels that you can use for generating the leads are as follows:-
- Organic Search: Getting all the unpaid rankings that are relevant to your search engine results.
- Email Marketing: Reaching out to people who have subscribed to email updates.
- Social Media Marketing: Sharing your content via platforms like Linkedin and Instagram.
- PPC Or Paid Advertising: You can pay to promote your content through the application of digital advertisements.
- Influencer Marketing: Providing incentives to some relevant influencers to promote your content. Content Marketing funnel’s Mofu Content distribution matters a lot when you want to boost your requirements.
What Are The Metrics To Analyze Mofu Content?
There are certain metrics are there which will indicate directly that your Mofu Content is working perfectly. So, let’s explore these metrics to have a clear insight into it.
- Conversion Rate
- Number Of Leads
- Time On page.
- Number Of Visitors.
- ROI/ ROMI( Return On Marketing)
Stage -3 BOFU( Bottom Of The Funnel Content)
All the BOFU content must center around an effective content marketing funnel. Thus you need to emphasize unique selling points. Along with it, you must answer all the last-minute queries shoppers may have. This may add up to the emotional acumen to your advantage.
- Developing and creating a sense of urgency.
- Establish the authority.
- Leveraging the social proof.
- Make use of the call to action button.
The product page offers detailed information about the features and benefits of mattresses.
This also highlights the unique selling points
Ways To Identify Best Types Of Bofu Content
There are several ways you can identify some of the best types of Bofu Content. Some of the key factors that you must know here are as follows:-
- Product Overviews:- Detailed information about specifications, benefits, and product features.
- Customer Reviews: All the positive testimonials from previous customers.
- Success Stories: Story-driven reports that you receive from the customer’s success with complete products or success.
Distributing BOFU Content
There are some of the effective ways that you can develop the Bofu Content. Some of the key processes of its distribution are as follows:-
- Organic Search: Within the search engines getting the unpaid rankings forms part of Bofu content.
- Email Marketing: You must reach out to the people who have subscribed to your email address.
- PPC Or Paid Advertising: Through digital advertisements, you have to pay to promote your content.
Analyzing Bofu Content Metrics
Top BoFu Content Metrics mentions to the respondents that there are certain metrics that you should be well aware of.
- Conversion Rates: All the rate of visits that generate a desired action.
- Number Of Payments: The sales transactions that are made by the users within a given page.
- ROI/ ROMI: The return on marketing investments shows how much revenue all your marketing activities generate in comparison to your costs. For example, a campaign that costs $10 and generates $20 comprises 100% ROMI.
Can Content Marketing Funnel Reduce The Impact Of AI?
Yes!! The content marketing funnel can reduce the impact of AI considerably. But it cannot reduce it entirely. However, it plays an important role as it helps you to develop efficient content that can stand out in the competition.
1. Helps In Making Differentiation Through Human-Centric Content
Today, AI-generated content has become more common. In most of the cases, it lacks originality, emotional appeal, and originality. A well-structured content marketing funnel starts its journey from awareness to conversion. Thus, it helps the business to stand out in the competition.
- AI cannot narrate the real human experiences, brand voices as well as case studies.
- You may miss an in-depth industry knowledge and applications of AI-generated content.
2. Relationship Building & Personalization
In most of the cases, AI can create a generic content at scale. On the other hand, the content funnel nurtures all the leads through your personalized experiences. There are certain factors that you should be well aware of.
- Customized blog recommendations.
- Exclusive Gated Talent.
- Targeted email sequences.
It deepens the engagement in such a way that all the AI-generated content alone cannot be achieved.
3. Strategic Story Telling For Brand Authority
AI can produce facts but it struggles with strategic, and audience-specific storytelling. In most cases, a well-crafted content funnel ensures that your messaging must align with the pain points of the customer. Thus, it can make your brand more memorable as well as trustworthy.
4. SEO & Thought Leadership Protection
AI-generated content can easily flood the search engines. Google as well as other platforms will prioritize, expertise, experience, authority, and trust. A content funnel for marketing will ensure the following:-
- Offers engagement signals.
- Delivers high-quality expert-driven content.
- A consistent customer journey can boost conversion.
5. AI As An Assistant Not Replacement
Instead of getting afraid of AI content writers can use AI for idea generation and SEO optimization. It helps to focus on human-led content strategy by using a strong marketing funnel.
B2B Content Marketing Funnel
The most essential thing that you must consider while planning the B2B funnel that you create for your educational content. This will help you to establish customer relationships not just to please the search engine’s result page.
You must make sure that you are thinking about your target audience by putting your needs first. This is why you cannot make your selection and choices incorrectly.
1. Learn From Your Audience
For you to create truly relevant content for a B2B funnel for marketing you must understand your target audience. First, you must understand the challenges, interests, and needs of your customers they are facing.
One of the biggest mistakes most people make is that they directly dive into the content. Additionally, you may miss the mark by failing to know what are the core needs and concerns of your target audience.
Some Of the common factors that a B2B companies must include in their audience persona are as follows:-
- Location
- Demographic Data
- Designation
- Education
- Team size
- Budget
- Goals
- Who The Person reports to
- Social media channels.
2. Creating Detailed Buyer Personas
A common mistake that most of the stakeholders and many new marketers make while creating funnel content is only focusing on the decision stage. But the irony is they should focus on the first stage known as the Tofu stage where you build the awareness of your brand among your target audience.
You will get the maximum number of traffic hits on your website in this stage as you are helping people solve their problems. Whenever you build the content marketing funnel ensure that your brand’s products or services must address the problems of your customers. Only then you can generate potential leads for your target audience.
3. Plan Content For The Entire B2B Funnel
The final step for creating high-performing content is to track and analyze how your content is performing in each stage of the funnel to offer concrete data. Assume that you have followed the above steps.
Start creating from the Content marketing KPIs that are based on informed goals and a concrete understanding of what you want from your B2B funnel for marketing. However, this can boost the scope of your brand development.
B2B Content Marketing Funnel Template
Social Media Content Marketing Funnel
Social Media Content Marketing Funnel Map Can help you to understand how the content marketing funnel works in Social media platforms.
How Hubspot Uses Content Marketing Funnel?
There are certain ways Hubspot adopts to make use of content marketing funnel. Some of the key uses that Hubspot makes to get better conversion are as follows:-
Top Of The Funnel
At The top of the funnel, Hubspot content developers have focussed on attracting B2B SaaS decision-makers. Those who have realized that they suffer from content challenges. Hubspot’s aim is to educate and inform and not to pitch their services directly.
- They have created blog posts that address common B2B Saas content struggles.
- Infographics that showcase Content Marketing ROI Statistics.
- LinkedIn posts that share quick content marketing tips.
- All the short videos that explain content marketing trends in SAAS.
Middle Of The Funnel
B2B SaaS prospects seek the content solution actively. They are also comparing actions so they position the services as ideal choices.
- Creating effective SaaS content strategies through developing in-depth guides.
- All the case studies that highlight success with other B2B SaaS clients.
- Application of detailed posts by exploring all the content challenges in SaaS.
- The application of the comparison charts shows how the approach differs from the in-house teams.
Bottom Of the Funnel
All the ROI projections come under the Bottom of the funnel. You can easily focus on B2B SaaS decision makers that the content strategist is ready to choose. This will help you to overcome any final objections in order to reach out to the objections.
- Hubspots offers free content audits as well as strategy consultations.
- Offers Testimonials from the satisfied B2B clients.
- Delivers detailed breakdown of the content strategy process.
- ROI projections that are based on previous client results.
Strategies For Each Stage Of The Marketing Funnel
There are certain essential strategies that you need to adopt within each stage of the marketing funnel. Some of the key strategies for each stage that you should consider in the marketing funnel are as follows:
There are certain strategies that you need to develop within each stages of the marketing funnel. Some of the key stages that you should be well aware of are as follows:-
How Does Hubspot Use Its Content Marketing Funnel Strategy?
There are certain content marketing funnel strategies that Hubspot adopts from their end. Some of the key factors that you should consider and take care of are as follows:-
At the top of the funnel, you may try to attract B2B SaaS decision-makers who may realize that they are facing some content challenges. The goal is to educate as well as inform not to pitch their services directly.
You can create content like the following:-
- Blog Posts that address the B2B content marketing strategies.
- Infographics that showcase, the ROI statistics of Content Marketing.
- All the LinkedIn posts that share quick content strategy tips.
- Short videos that all explain the content marketing trends.
- ROI projections based on previous client results.
Understanding The Buyers Journey In Marketing
FAQ( Frequently Asked Questions)
1. How To Build An Effective Content Marketing Funnel?
- You need to understand the customer’s journey.
- Developing an early awareness.
- Improving the content strategy.
- Developing an educational content.
- Focussing on the product solution depending on its USP.
- Guide your users to enhance the chances of conversions.
- Optimize the post-purchase experience of the customers.
2. What Are The Four Stages Of Supremely Used Content Marketing Funnel?
The four stages of the content marketing funnel are as follows:-
- Awareness Stage.
- Interest Stage.
- Inspiring purchase stage.
- Fostering repeat sales.
3. What Are The 5 Stages Of Content Marketing Funnel?
The five stages of the content marketing funnel are as follows:-
- Awareness.
- Consideration.
- Decision.
- Conversion.
- Retention.
4. How Do You Create An Effective Content Marketing Strategy?
There are certain effective ways you can create to develop effective content marketing strategies. Some of the key factors that you should know here are as follows:-
- Determine the purpose of your content marketing.
- Defining the key performance measure.
- Understanding your audience.
- Aligning your content in order to answer any questions.
- Identifying all the content distribution channels.
- Developing the content calendar.
Final Take Away
Hence, these are some of the crucial facts that you must know about building an effective content marketing funnel. In this article, the complete concept of it is illustrated in detail. So, you need to understand the concepts completely.
You can share your views and opinions in our comment box. This will assist us to know your take on this matter. Here, perfect and proper planning holds the key. This can boost the scope of your brand development to a greater level.
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