The Ultimate Guide to Content Marketing Funnels

As a content strategist, you know that content marketing is not just about creating and publishing content. It’s about creating and publishing content that attracts, engages, and converts your ideal customers.

But how do you create content that aligns with their needs, preferences, and goals at every stage of their journey?

That’s where content marketing funnels come in handy.

A content marketing funnel is a framework that helps you plan, create, and distribute content that matches the different stages of the buyer’s journey. It helps you deliver the right content to the right people at the right time, and move them closer to making a purchase decision.

In this article, I’ll share with you what the content marketing funnel is, how it works, and how you can use it to create a winning content strategy for your business.

Let’s dive in!

What is the Content Marketing Funnel?

The content marketing funnel is a model that shows how your potential customers move from being aware of your brand to becoming loyal advocates. It consists of four main phases: awareness, evaluation, purchase, and delight.

Each phase represents a different stage of the customer’s journey, as well as a different goal for your content marketing efforts. Let me explain each phase in more detail.

Awareness

The awareness phase is the top of the funnel, where you want to attract the attention of your target audience and generate interest in your brand. At this stage, your potential customers are not looking for a specific solution, but rather for information, education, or entertainment related to their pain points or goals.

The goal of your content at this stage is to provide value, build trust, and establish authority. You want to show your audience that you understand their challenges and that you can help them solve them. You also want to introduce them to your brand and what you stand for.

Some of the best types of content for the awareness phase are:

• Blog posts
• Infographics
• Videos
• Podcasts
• Ebooks
• Guides
• Checklists

These types of content are easy to consume, shareable, and SEO-friendly. They can help you drive organic traffic to your website, increase your social media engagement, and grow your email list.

For example, Semrush, a leading online visibility management platform, publishes high-quality blog posts on various topics related to SEO, content marketing, social media, PPC, and more. These blog posts provide valuable insights and tips for their audience while also showcasing their expertise and credibility.

To create effective content for the awareness phase, you need to:

• Identify the main pain points or goals of your target audience and how they relate to your niche or industry.
• Research the keywords and topics that your audience is searching for online and that are relevant to your niche or industry.
• Create informative, educational, or entertaining content that answers their questions or provides solutions to their problems.
• Optimize your content for SEO by using relevant keywords, titles, headings, meta descriptions, images, and links.
• Promote your content on various channels such as your website, blog, social media platforms, email newsletters, etc.

Evaluation

The evaluation phase is the middle of the funnel, where you want to nurture your leads and persuade them to consider your solution. At this stage, your potential customers are aware of their problem and are looking for possible options to solve it. They are comparing different alternatives and weighing the pros and cons of each one.

The goal of your content at this stage is to demonstrate your value proposition, differentiate yourself from your competitors, and address any objections or concerns. You want to show your audience how your solution can help them achieve their desired outcome and why they should choose you over others.

Some of the best types of content for the evaluation phase are:

• Webinars
• Case studies
• Testimonials
• Reviews
• FAQs
• White papers
• Comparison charts

These types of content are more in-depth, persuasive, and specific. They can help you showcase your features and benefits, provide social proof and credibility, and answer common questions and objections.

For example, Moz, a leading SEO software provider hosts regular webinars on various topics related to SEO and digital marketing. These webinars provide valuable information and best practices for their audience while also highlighting their tools and services.

To create effective content for the evaluation phase, you need to:

• Identify the main criteria or factors that your audience uses to evaluate different solutions or alternatives.
• Research the strengths and weaknesses of your competitors and how they compare to yours.
• Create persuasive and compelling content that showcases how your solution can help your audience achieve their goals better than others.
• Optimize your content for conversions by using clear and strong CTAs that encourage your audience to take the next step.
• Promote your content on various channels such as your website landing pages, email campaigns, social media ads, etc.

Purchase

The purchase phase is the bottom of the funnel, where you want to convert your leads into customers. At this stage, your potential customers are ready to make a decision and take action. They are looking for a clear and compelling offer that will convince them to buy from you.

The goal of your content at this stage is to create urgency, overcome any remaining friction or hesitation, and provide a smooth checkout process. You want to show your audience that they are making the right choice and that they will get the best value for their money.

Some of the best types of content for the purchase phase are:

• Free trials
• Demos
• Coupons
• Discounts
• Guarantees
• Testimonials
• CTAs

These types of content are designed to motivate your audience to take action and complete their purchase. They can help you reduce any perceived risk or uncertainty, increase customer satisfaction and loyalty, and boost your conversion rate.

For example, Lucidchart, a leading online diagramming software provider offers a free trial for their product. This allows their potential customers to try out their features and functionalities before committing to a paid plan.

To create effective content for the purchase phase, you need to:

• Identify the main barriers or objections that prevent your audience from buying from you.
• Research the best practices and strategies that can help you overcome these barriers or objections.
• Create enticing and irresistible content that offers your audience a great deal, a limited-time offer, or a risk-free guarantee.
• Optimize your content for conversions by using clear and strong CTAs that direct your audience to your checkout page.
• Promote your content on various channels such as your website checkout page, email campaigns, social media ads, etc.

Delight

The delight phase is the post-purchase stage, where you want to retain your customers and turn them into advocates. At this stage, your customers have already bought from you and are using your solution. They are looking for ongoing support, guidance, and value from you.

The goal of your content at this stage is to provide exceptional customer service, encourage repeat purchases, and generate referrals. You want to show your customers that you care about their success and that you are always there to help them.

Some of the best types of content for the delight phase are:

• Email newsletters
• Blog posts
• Videos
• Podcasts
• Ebooks
• Guides
• Checklists
• Surveys
• Feedback forms
• Loyalty programs
• Referral programs

These types of content are aimed at keeping your customers engaged, informed, and satisfied. They can help you increase customer retention, loyalty, and advocacy.

For example, Impact, a leading digital marketing agency, sends out email newsletters to their customers and subscribers. These newsletters provide valuable content, updates, and offers that help their customers grow their business online.

To create effective content for the delight phase, you need to:

• Identify the main needs or expectations of your customers after they buy from you.
• Research the best ways to provide ongoing value, support, and guidance to your customers.
• Create helpful and relevant content that helps your customers get the most out of your solution and achieve their goals.
• Optimize your content for retention by using clear and strong CTAs that encourage your customers to buy again or refer others.
• Promote your content on various channels such as your website blog, email newsletters, social media platforms, etc.

How to Use the Content Marketing Funnel for Your Business

Now that you know what the content marketing funnel is and what types of content work best for each phase, how can you use it for your business?

Here are some steps you can follow to create a successful content marketing funnel strategy:

1. Define your target audience and buyer personas. Before you create any content, you need to know who you are creating it for. You need to understand your target market and their characteristics, needs, preferences, and goals. You also need to create buyer personas, which are semi-fictional representations of your ideal customers. Buyer personas can help you segment your audience and tailor your content to their specific pain points and motivations.
2. Map out your customer journey and funnel stages. Next, you need to map out the steps your potential customers take from becoming aware of your brand to becoming loyal advocates. You need to identify the different stages of the funnel they go through, as well as the actions they take, the questions they ask, and the challenges they face at each stage. This will help you align your content with their needs and expectations at every point of their journey.
3. Create a content plan for each funnel stage. Then, you need to create a content plan that outlines the types of content you will create for each funnel stage, as well as the goals, topics, keywords, formats. Optimize your content for conversions by using relevant keywords, titles, headings, meta descriptions, images, and links.Promote your content on various channels such as your website, blog, social media platforms, email newsletters, etc.

1. Create and publish your content. After you have a content plan in place, you need to start creating and publishing your content according to your schedule. You need to ensure that your content is high-quality, relevant, engaging, and optimized for SEO and conversions. You also need to use clear and compelling calls-to-action (CTAs) that guide your audience to take the desired action at each stage of the funnel.
2. Measure and optimize your content performance. Finally, you need to measure and analyze how your content is performing at each stage of the funnel. You need to track and evaluate the key metrics that indicate the success of your content marketing efforts, such as traffic, engagement, leads, conversions, retention, loyalty, and advocacy. You also need to identify any gaps or opportunities for improvement in your content strategy and make adjustments accordingly.

Conclusion

The content marketing funnel is a powerful tool that can help you create a customer-centric content strategy that drives results for your business. By understanding the different stages of the funnel and creating content that matches them, you can attract more qualified leads, convert them into loyal customers, and turn them into brand advocates.

If you need help with creating a winning content marketing funnel for your business, feel free to contact me today. I’m a professional content strategist who can help you plan, create, and optimize your content for every stage of the buyer’s journey.