It’s a truth universally acknowledged that marketing is impossible without content. In fact, according to Hubspot, a whopping 82% of marketers are aware of this fact. The remaining 18% - that’s 10% who haven’t embraced content marketing and 8% who are oblivious - are truly missing out.
However, creating a successful content marketing strategy requires a meticulous approach, and a content marketing funnel is non-negotiable. In this article, we’ll explore the content marketing funnel in detail, from creating awareness to driving conversions and beyond. Get ready for a breakdown of the most effective content types for each stage, valuable tips for success, and a plethora of templates.
Table of contents
- What is the content marketing funnel
- Stages of the content marketing funnel
- Top of funnel content
- Middle of funnel content
- Bottom of funnel content
- Beyond funnel content
What is the content marketing funnel?
Think of the content marketing funnel as a roadmap to map your content your customer’s journey. Just as their goals and challenges evolve throughout their journey, so should the objectives of your content.
Stages of the content marketing funnel
While countless marketing funnel variations exist, each with unique frameworks and names for their segments, we’ll stick to a simplified version:
- Awareness: In this initial stage, individuals are seeking knowledge and solutions. Your content should aim to provide these answers while subtly introducing your brand.
- Evaluation: At this point, people are not merely aware of your brand and its offerings; they are genuinely interested. They’re eager to learn more about your solutions and how they stack up against the competition. Your content should focus on building brand affinity.
- Conversion: This is where the magic happens - people are ready to make a purchase. They’re largely sold on your brand but might need a nudge of reassurance or help deciding on specifics.
- Retention: Congratulations! Your leads have transformed into loyal customers. Your content now plays a vital role in keeping them engaged, providing ongoing value, and helping them maximize their experience with your solution. Let’s dive deeper into each stage of the content marketing funnel.
Top-of-funnel content
At this initial stage, your readers are aware of their problems but haven’t yet discovered your brand or its solutions. Their goal is to find information that solves a problem, helps them accomplish a task, or expands their knowledge. Your goal is to draw them to your business and website, build brand awareness, establish your expertise, and gain credibility.
Top-of-funnel content types
Consider these content formats that thrive at the top of the funnel. Remember that checklists, guides, and quiz results can be gated to capture leads.
- Blog posts
- Checklists
- Cold emails
- Contests
- Ebooks/guides
- Infographics
- Podcasts
- Postcards
- Press Releases
- Quizzes
- Social media posts
Top-of-funnel content tips
Prioritize keyword research: SEO is paramount for TOF content because users are unfamiliar with your brand. Conduct thorough keyword research and optimize your on-page SEO to maximize online visibility and searchability. Minimize self-promotion: While including calls to action (CTAs) leading to other resources and free tools is acceptable, your primary focus should be on educating and building trust. Excessive promotion can undermine your authenticity. Embrace blogging: Blogging is the most cost-effective option in terms of resource allocation and scalability. Explore our blog post ideas and templates for inspiration.
Useful guide: 25 Ways to Get More Traffic to Your Website
Middle-of-funnel content
As your target audience progresses to this stage, they become familiar with your business and the solutions you offer, and their interest piques. They trust you enough to commit to slightly more involved actions, such as registering for a webinar or engaging with longer-form content. Their interest in your offering motivates them to delve into brand-specific materials like case studies, testimonials, and newsletter content. Their goal is to gain a deeper understanding of the solution you provide, both in a general sense and as it relates to your specific offering. Your goal is to educate them about your offering and differentiate your business from competitors. This involves showcasing not only your features and benefits but also your expertise and knowledge.
Middle-of-funnel content types
- Benchmark reports
- Case studies (these can also fall under bottom-funnel)
- Comprehensive guides
- Explainer videos
- Free tools
- Newsletter emails
- Nurture emails
- Provider comparison posts
- Webinars
- Testimonials pages
- Reviews pages
Middle-of-funnel content tips
- Feel free to self-promote: Incorporating calls to action and promoting your product/service is acceptable in this type of content.
- Repurpose top-of-funnel content: Combine blog posts and checklists into more comprehensive resources or tailor your content for specific segments.
- A touch of friction is beneficial: Individuals willing to navigate a two-step form or share their information are genuinely interested.
- Leverage available tools: While these content types demand more effort than a blog post, they’re worthwhile. Fortunately, you don’t have to go it alone. For instance, Outgrow’s Interactive Funnels can help you create interactive tools like ROI calculators and maturity assessments that guide prospects through your funnel and ultimately drive conversions. You can even try it for free.
- Don’t dismiss blogs: While often perceived as top-of-funnel content, blogs have a place in the middle of the funnel. Numerous keywords can be targeted with long-form content that falls under this category. Examples include “what to look for in a [service provider],” “x questions to ask when vetting a [provider],” or “how to find a good [provider].”
Bottom-of-funnel content
At this stage, your audience member is ready to purchase the type of solution you offer. They’re likely leaning towards your solution but still require a nudge of confidence or guidance. Their goal is to feel assured in their decision to choose you and the specific product/service that meets their needs. Your goal is to convert them, address any remaining objections or hesitations, and solidify their decision.
Bottom-of-funnel content types
- Case studies (can also be mid-funnel)
- Comparison tools/sheets
- Pitch decks
- Product pages
- Pricing pages
- Spec sheets
Bottom-of-funnel content tips
Hyper-target: While all your content should resonate with your target audience, it’s especially crucial at this stage to cater to specific buyer personas and even personalize content (like pitch decks) for individual prospects. Compelling copywriting is key: Prospects are in evaluation mode, so every detail matters. Employ effective copywriting techniques to optimize your content’s impact. Continuous testing is essential: Experiment with different CTAs, information presentation, and page structures. Ensure these pages are free of distractions like pop-ups that can hinder the user experience.
Useful guide alert:
Beyond funnel content (retention)
Congratulations on acquiring a customer! But the journey doesn’t end there. You need to consistently provide value, offering helpful tips and maintaining engagement. Their goal is to learn how to use your product/service effectively and maximize their investment. Your goal is to keep them engaged, provide the necessary support, and deliver ongoing value.
Retention content types
- Announcements/updates
- Help articles
- Personalized/performance emails
- Surveys/polls
- User forums
- Blogs/guides/webinars/tools for continuous learning
Retention content tips
Maintain a steady stream of informational content: The top-of-funnel content that initially attracted them remains valuable even at this stage. This is because such content isn’t limited to your specific offerings but covers broader, related topics. Segment your audience: It goes without saying that whether you’re running Google Ads, email campaigns, or other initiatives, segmenting your customers – perhaps even further categorizing them based on loyalty levels – allows you to deliver tailored experiences.
Master your content marketing funnel
This concludes our exploration of the content marketing funnel. For additional guidance on creating exceptional content, explore these resources:
- 9 Free SEO Blog Post Templates Guaranteed to Drive Traffic
- 118 Blog Post Ideas for Every Business
- 32 Free Instagram Story Templates for Businesses
- How to Write SEO Content
- How to Write in a Conversational Tone (+30 Awesome Examples)