A content marketing funnel is a system that draws new leads to your business through several kinds of content. These leads are then converted into potential customers by gradually “funneling” them through different kinds of content.
Marketing experts split the content marketing funnel into different parts. In most cases, there are three main parts that you need to use to create a funnel that works, whether you’re aiming for invisible funnels or another method of driving leads and conversions.
- Top of the Funnel (TOFU). This should concentrate on brand awareness and bringing more traffic to your website. Content like this needs to grab attention.
- Middle of the Funnel (MOFU). This is about lead generation and nurture. This content should educate and inform the reader, building trust.
- Bottom of the Funnel (BOFU). This part is for pushing conversion to a paid service or product. This content should be personalized, targeted, and focused on your products or services.
The top of the funnel is the first stage. This is the stage where you should grab the attention of the audience. Aim to make an impression with content that offers value. Content should answer a question or solve a problem for the reader. Offer this content for free without asking for anything in return yet. Brand awareness is the main thing you’re aiming for. Share this content across different marketing channels to get attention as part of your digital marketing strategy.
The middle of the funnel converts site visitors into sales leads. When people have become familiar with your brand and have got something of value from you for free, it’s time to try to convert them into a lead.
The simplest way to do this is to present an enticing offer. Offer this content in exchange for permission to contact them. Usually, this is done by collecting email addresses This means you can nurture the relationship with your audience, and build trust and a rapport with them.
The bottom of the funnel is used to convince those leads you’ve generated to buy your product or service. After you have spent time nurturing your leads, you need to start converting them into paying customers.
By now, the potential lead should know your brand pretty well. They already know you offer value and quality content. You have got an email address from them and sent them more useful, relevant information. When you’ve done this, it’s time to make them an offer that nudges them to transition from potential lead into paying customers.
Why Create A Marketing Funnel?
Content marketing can often produce more leads than paid search. This is because content marketing, especially blog content made for your website, is a very useful SEO technique.
Content marketing done well leads to more pages being indexed by search engines, more backlinks, and more word-of-mouth marketing from your readers. Think of it as leaving a path around the internet to bring potential customers to your business.
Done right, a marketing funnel means you can:
- Spend less money on paid adverts
- Increase organic search traffic
- Increase brand awareness
- Get higher conversion rates