Marketing Funnel of Content Marketing
Content marketing is a powerful tool that can be used to attract and engage potential customers at all stages of the marketing funnel. By creating and distributing valuable, relevant, and consistent content, you can help to move potential customers from awareness to consideration to conversion.
Boost your content with SEO
Search engine optimization (SEO) is the process of improving the ranking of a website on search engines. By optimizing your content for relevant keywords, you can make it more likely that your target audience will find it when they are searching for information online.
The funnel: A vehicle for clarity
The marketing funnel is a model that helps marketers to visualize the customer journey. The funnel is divided into three stages:
- Top of the funnel (TOFU): At the top of the funnel, potential customers are aware of their problem or need, but they are not yet aware of your solution. TOFU content is designed to attract potential customers and generate awareness of your brand.
- Middle of the funnel (MOFU): At the middle of the funnel, potential customers are considering their options and evaluating different solutions. MOFU content is designed to provide potential customers with the information they need to make an informed decision.
- Bottom of the funnel (BOFU): At the bottom of the funnel, potential customers are ready to make a purchase. BOFU content is designed to convert potential customers into customers.
Separating fact from fiction
There are a lot of myths about content marketing, such as:
- Content marketing is only for large businesses.
- Content marketing is only for B2B businesses.
- Content marketing is only effective in the long term.
The truth is that content marketing can be effective for businesses of all sizes, in all industries, and in the short term and long term.
Discovery: The top of the funnel
At the top of the funnel, potential customers are just becoming aware of their problem or need. They are not yet ready to buy anything, but they are looking for information to help them understand their problem better.
TOFU content should be:
- Informative: It should provide potential customers with the information they need to understand their problem or need.
- Educational: It should teach potential customers something new.
- Interesting: It should be engaging and easy to read.
Real-world example: Blue Bottle Coffee
Blue Bottle Coffee is a coffee roaster and retailer that uses content marketing to attract and engage potential customers at the top of the funnel. The company’s blog, The Dripper, features articles on a variety of topics, such as coffee brewing, coffee culture, and coffee-related travel. The Dripper is a valuable resource for coffee lovers who are looking for information and inspiration.
Consideration: The middle of the funnel
At the middle of the funnel, potential customers are considering their options and evaluating different solutions. They are looking for information that will help them make an informed decision.
MOFU content should be:
- Comparative: It should compare different solutions to the problem or need.
- Case studies: It should provide case studies of how other businesses have solved the problem or need.
- Whitepapers: It should provide whitepapers on the problem or need.
Conversion: The bottom of the funnel
At the bottom of the funnel, potential customers are ready to make a purchase. They are looking for information that will convince them to buy your product or service.
BOFU content should be:
- Persuasive: It should convince potential customers to buy your product or service.
- Offer-driven: It should include clear and compelling offers.
- Call to action (CTA): It should include a strong CTA that tells potential customers what to do next.
Real-world example: Amazon.com
Amazon.com is an e-commerce company that uses content marketing to convert potential customers into customers at the bottom of the funnel. The company’s product pages include detailed product descriptions, customer reviews, and product comparison charts. This information helps potential customers to make an informed decision about whether or not to buy a product.
Retention: Beyond the funnel
Once you have converted a potential customer into a customer, it is important to use content marketing to keep them engaged and coming back for more.
Retention content should be:
- Educational: It should provide customers with the information they need to use your product or service effectively.
- Engaging: It should be entertaining and informative.
- Valuable: It should provide customers with something that they cannot get anywhere else.
Real-world example: HubSpot Academy
HubSpot Academy is an online education platform that provides free marketing courses to businesses of all sizes. The academy’s content is designed to help businesses learn how to use HubSpot’s marketing software. HubSpot Academy’s content.