Content Marketing Can Build Sales Funnel

Written by Nick Stamoulis

Your business relies on high-quality content. Content appears on your website, your blog, and your social media. You may even guest post on respected relevant industry blogs. If you haven’t considered using content to build your sales funnel, you are missing out on a big opportunity to appeal to customers at all stages of their buying journey. Here’s what you should know about how content marketing can build your sales funnel:

Funnel Stages

The sales funnel for your business might vary slightly, but in general, the stages of the sales funnel include: awareness, interest, decision, action, retention. You might have content that is geared toward people who are learning about your brand, what you have to offer, and why they should purchase from you. If you only focus on that segment of the population, you leave out people who might want to re-purchase or be interested in other services or products you have to offer. Understanding the funnel stages of your business and what your customers and potential customers need to know is going to help you create beneficial content.

Content Creation

Now that you understand your sales funnel and target audience better, you can create content that will appeal to your audience. As a content marketer, you understand the importance of connecting with your target audience. Creating content for each stage of the buying journey requires meeting them where they are. It’s also important to know where to post content so that they will see it. Content can include blog posts, social media posts, whitepapers, how-to videos, and ebooks to name a few. The type of content you create may vary depending on the stage of the sales funnel.

During the awareness stage, blog posts and social media posts will be more effective than offering demos or testimonials. You need to first introduce people to your products and services. Once they are ready to make a decision, things like demos come in handy. During the evaluation stage, downloads, offers such as discount prices, and additional resources will be helpful for those who need extra information and incentives to help them make a final decision. You can see how all content won’t appeal to people at different stages of the sales funnel.

Building Your Content Marketing Funnel

Your content likely already targets one segment of the sales funnel. Your next step is to work on creating and publishing content for the other stages as well. Become strategic about the content that you create, making sure to evenly distribute high-quality content for each stage of the sales funnel. This is going to require an understanding of your industry as well as your target audience. Use a variety of content for each stage. Research keywords for each stage because they may vary slightly depending on which one you are creating content for, and you want to attract your target audience appropriately.

Your content marketing strategy should include content creation for all stages of the sales funnel. For the success of your business, it’s important to appeal to each stage and not focus all of your attention on just one. Once someone becomes a customer, you want them to remain a loyal customer. The journey doesn’t end once someone makes a purchase. Your content marketing holds the key to the success of your business.

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