By now, you must be aware that most of the content you find online is made for a specific purpose – to get you to buy products, sign up for newsletters, or at the very least, make the audience aware of a certain brand or company.
Yes, most of the content you encounter is part of a huge marketing funnel. But how does this work? And where does your content fit in a customer’s journey? Read on as Happy Agencies, a trusted white label agency, shares the four phases of the content marketing funnel:
Awareness is the stage in which consumers are exposed to your product or service for the first time. You can promote your brand and offer through various means like print advertisements, radio campaigns, or even word-of-mouth by your employees.
This phase involves the consumer’s decision whether to buy your product or service or not. In this phase, you need to give the buyer enough information to decide if they want to purchase your product. You can do this by offering content like ebooks, case studies, and white papers.
This is the stage where the buyer decides to make a purchase. They’re starting to see the value of your product or service and might even be considering other options to see which one offers the best value. Use the content in this phase to persuade your prospect to take action.
Once a prospect has purchased your product, you need to keep them happy. You can give them a post-sale experience they can brag about. Offer them technical support, further education, and resource guides.
How You Can Create Content for Success
One of the best things about content marketing is that you can easily create it yourself. Creating engaging content is one of the best things you can do to engage your audience. And it’s not as difficult as it seems.
Here are three strategies to create content that will work towards the conversion phase of your marketing funnel:
#1. Conduct customer surveys
According to the Content Marketing Institute, 80% of businesses caught on to the importance of customer surveys. But aside from the data, your survey can also be an opportunity to create customer-focused content.
For instance, you can create a survey to ask your customers about topics or issues they want to learn about. It can be anything – SEO, conversion rate optimization, or even general topics like productivity. Once you get your answers, you can create an ebook or white paper to address the issues raised. You’re not just helping your customer – you’re also strengthening your brand.
#2. Perform product research
This strategy is an excellent way to promote your product or service and increase traffic to your site. You create a case study or educational content about your product’s features and functions. You can even do it for your competitor’s product as long as you can be objective about it.
This content can be featured on your company blog or website, but you should also think of other places to spread this information. Keep in mind that your content should be user-focused, not product-focused.
#3. Share customer success stories
According to Forbes, 89% of consumers trust online reviews as much as personal recommendations. This is why content marketing experts encourage companies to showcase their positive customer experience. Sharing your positive reviews from customers can be a great way to gain more exposure and get more leads.
Besides, you can do this in the form of case studies and testimonials. You can also give advice that highlights why your customers are satisfied and how your product can help them.
Content marketing is an excellent way for businesses to build their brand, generate leads, and improve sales. But to create content that will help you reach your goals, your content strategy should consider the four phases of the conversion funnel. Focus on creating content that will help your prospects get to the next stage, and you’ll surely see your conversion rate increasing. If you are handling too much in your marketing, you can always outsource content marketing to a reliable white label agency.
Happy Agencies is a white label agency that offers expert services to other marketers. We can help you with content marketing and other funnel strategies. Contact us today to know how we can help!