Just like a sales funnel, a content conversion funnel is meant to drive conversions. It starts off by creating awareness on a certain topic and ends with a conversion.
Content marketing is one of the most effective ways to market your brand or products. In fact, 95% of B2B product buyers consider content trustworthy when they are evaluating a company.
This powerful statistic establishes the importance of content marketing. However, to make sure that content marketing helps you get conversions, you need to have a content conversion funnel in place. This can help you plan the journey of potential buyers better.
Before we get into the advantages of a content conversion funnel and how you can create one, let’s take a close look at what is actually is.
Content Conversion Funnel
The content conversion funnel is the process through which you take your visitors and leads to convert them. The content flow is created so that they can be converted into actual customers who will pay for your products.
The content conversion funnel has four stages:
Most people don’t move through this process along the defined path. That is why you need to have a content conversion funnel in place. The funnel will not only help you drive the visitors to make a purchase but will also help you plan and create content.
Before we dive in any further, let’s take a close look at each stage of the funnel.
The awareness stage is the first stage of the funnel and is meant to attract and educate your audience. This content should add value and should answer questions or solve the problems of your audience. It should essentially help generate brand awareness in the long run.
One way of figuring out if your content is working is to check the number of views and shares it gets. At the same time, you should also see if the people viewing and sharing it are a part of your target audience.
This is the stage at which the leads that you’ve attracted during the awareness stage will start evaluating your brand. They will look for content to determine the legitimacy of your brand and develop trust. It is based on this stage that they will decide if they want to purchase your product or services.
This type of content should generate leads and also influence them. If visitors are converting from this content, then it is successful.
Nestle, for instance, released their Toll House Chocolate Chip recipes. These recipes included their chocolate chips as the main ingredients. This helped build the brand’s image in the minds of consumers it and validated the brand.
This stage involves convincing your leads to make a purchase from you. The content should result in a conversion. It should influence the purchase decisions of your leads. It should also influence the content pipeline.
To analyze if this content is successful, you can conduct reviews or surveys. The survey responses and self-assessments can give you a fair idea of your success.
This stage is frequently overlooked. However, it is especially important for companies with a subscription model. The delight stage will help you build a loyal audience that will help you grow your business going forward.
If customers are abandoned as soon as they make a purchase, they will likely be only one-time customers. However, if you can delight them with your offerings, they may become repeat customers.
Why Should You Create a Content Conversion Funnel?
According to Kapost, content marketing produces 3x more leads than paid search for every dollar spent. It also offers 6x higher conversion rates than other methods. The primary reason for this is that content marketing helps you improve your website’s search engine optimization (SEO).
It can help you get more pages indexed and even get more backlinks. This can not only help improve your website’s authority but can also help you create brand awareness. Content marketing not only reduces your costs but also helps increase your conversion rates.
But if you don’t plan your strategy well, your content marketing campaign can fail. Which is one of the main reasons you should have a content conversion funnel.
How to Create a Content Conversion Funnel
The first step for creating a content conversion funnel is to figure out who your target customer is. The funnel is created with the purpose of selling your products. For this reason, it is important to know who your target audience is because your content has to be tailored to the requirements of your target audience.
You will need to figure out the challenges that they face so that you can solve them through your content. Only when your product is able to solve their problems will they be interested in buying it. Then your content needs to be tailored according to each section of the funnel.
1. Awareness Stage
At this step, the content should be focused on expanding your reach to spread brand awareness. The goal is to get the attention of people who might be interested in your products.
Some of the best types of content that you can create for this stage are:
- Curated: This sort of content creation revolves around posts that can be shared on social media. They are very easy to create and can be shared easily.However, these sort of posts can become spammy very easily. You must also ensure that you add your own views to the content to give it a personal touch.
- Infographics: Infographics are images with bundles of information. They show a variety of statistics and data that is very easy to interpret. Infographics can generate high engagement and views as well.
- Blog Posts: Blog posts are a great type of content when done correctly. They can help improve your website’s SEO and can also be highly informative to your audience.Your website traffic can increase dramatically if your blog posts are well-written. And when you can create blog posts, which can be shared easily, your reach will increase as well.
Other great types of content for this stage include videos and podcasts. These can dramatically increase your conversion rates and boost your lead generation as well.
2. Evaluation Stage
The content that works the best in the middle of the funnel should be educational in nature. The awareness stage concentrates on getting the attention of people.
The evaluation stage should show them why they should purchase a product or service from you. The content should show why your products or services are useful for them. It is only then that they will continue through the funnel to make a purchase from you.
Ideally, you should get the contact information of consumers during this stage to convert them into leads. The main purpose of the content is to ensure that consumers who see this content will continue to the bottom of the funnel.
The most popular forms of content for this step include:
- Case Studies: Case studies are mainly driven by data. They showcase statistics and other data that has been gathered during a test.
- White Papers: White papers provide statistical data and academic style reports as well. They help convince your audience that the product or service you offer can solve their problems.
- Ebooks and Free Guides: This form of content revolves around “How-to” get things done. They are targeted at providing solutions to the problems faced by your audience. This content should describe and show consumers how your product can solve their problems.
You can also include worksheets as a part of this stage. They can also help you with lead generation.
You should also take the time to build attractive landing pages and optimize them for conversions. If you’re an ecommerce business, a visually-appealing website is even more important for you.
3. Bottom of the Funnel (Purchase and Delight Stage)
These stages should be extremely personal. The content that you create for the bottom of the funnel should show your leads the added value that your paid product offers. This should be in contrast to the free value that you’ve already been offering them.
One of the best way of distributing this content is through an email autoresponder sequence. These emails can be sent to people who have provided their email addresses to you. The sequences will build up gradually and bring the user to the point where you can ask for the sale. This can be done with a great call-to-action.
You can offer demos and trials of your products or services to your leads to give them have a hands-on experience. Other popular forms of content for the purchase stage include discount codes, webinars, and testimonials.
For the delight stage, you need to ensure that your customers are happy with your products or services. The best types of content for this stage include special offers, member-exclusive giveaways, and product guides. This content is aimed at making the customer experience better so that their renewal rates and product usage increase.
Having a well-charted content marketing strategy is essential for success. And that includes a well-planned content conversion funnel. You need to create content tailored to your target audience for the maximum effect.
At each stage of the conversion funnel, your content should be based on the primary goal or target of that stage. This will ensure that you can succeed in your goals for that stage and, in turn, increase conversions.
What other things should be kept in mind when designing a content conversion funnel? Let us know in the comments below.