Every piece of content you create for your website and other online platforms forms part of your content marketing funnel. Each communication is designed to move your audience members from one phase of the funnel to the next. Therefore, it is important to know what all the different sections of the funnel are, and how to create content for each one.
The content marketing funnel consists of four sections or phases, starting from the first interaction and progressing to the point where the prospect becomes a paying customer. These four sections are Awareness, Evaluation, Conversion and Delight. Let’s take a closer look at each one in turn.
When potential customers first enter your funnel, you can safely assume that they are completely new to you, and have previously been unaware of your brand and what you do. At this initial stage, it is your job to make them aware of your products and their benefits. The awareness phase, also known as the Top of Funnel (TOFU) stage, is the point at which you educate your audience about who you are and what you do.
When your audience progresses to the middle of the funnel (MOFU), they reach the Evaluation stage. Here is where the audience members consider whether they really need your product or service. Your content thus moves beyond the introductory material to more in-depth discussions of your products’ benefits. Typical communications at this stage would include case studies, white papers, emails, events and webinars.
If your customers have made it to the bottom of the funnel, they are clearly interested in your products. Now you have to give them reasons to buy. You can tell them about special offers and compare your products to those of your competitors, clearly highlighting the benefits you offer. Always make sure that you have a clear call to action and that you make purchasing as easy and attractive as possible.
The final part of the funnel is about retaining customers once you have converted them, keeping them happy and enabling them to provide feedback that will help you bring in more people like them. Your content should keep customers engaged and encourage them to interact and refer their friends.
WSI New Media Marketing is a full-service digital marketing company in Greensboro, North Carolina. Contact us for expert help with your digital marketing campaigns, including building and maintaining your content marketing, managing your social media marketing and more.