A marketing funnel helps marketers visualize the customer journey of turning their leads into their customers. This approach involves casting a net to catch potential leads. Then the funnel gets narrowed down and your efforts get streamlined to push the leads to take the right action. Here, highly qualified leads will be targeted, particularly the ones with a propensity to convert. The marketing funnel can be divided into three critical stages, which include awareness, consideration, and conversion.
Content Full Funnel Marketing
Based on where the users are in the marketing funnel, they require a specific content marketing approach to make them convert. So, different and creative messaging is required to target them individually and push them further. This approach gets carried over and gets reflected in your marketing campaigns too.
Now, let us see step-by-step content framework that is required to attract the right users and make the move down your marketing funnel.
Step 1 - Intent-Driven Keyword Research
The amount of organic search traffic that you can generate makes your content marketing more powerful. However, if it does not match the user intent, even after getting all the traffic you might not be able to get a single customer. So, understanding what people look for is important. Identifying whether the user wants to buy, just wants to compare things or is looking for some introductory information is crucial. Based on this the keywords can be chosen, and topics can be directed towards the target audience.
Marketers use Google Keyword Planner for top-of-the-funnel keywords, middle-of-the-funnel keywords, and bottom-of-the-funnel keywords. Doing this first step correctly helps marketers to cautiously guide their target audience down the sales funnel.
Step 2 - Google Potential Keywords to Check their Organic Results
This is done for three major reasons:
- Understand the type of content to be created for every keyword
- Do product comparison
- Identify a list article or case study
This helps you find out what kind of content ranks well organically. Google identifies the user intent behind every search and this information can be leveraged by marketers to present their target audience with the right kind of information, which they are actively looking for.
Step 3 - Leverage MozBar to Measure Competition
The ‘Competition Score’ that you get on your Google Keyword Planner only signifies advertising competition and not the organic competition. Simply by producing a piece of content on the top-ranking keyword, you cannot get the edge. This is because authoritative websites and pages come with a massive edge. Google trusts them due to the enormous number of backlinks they have. So, if your keywords rank for these pages then it is better to not go for it.
You can check the Domain Authority (DA) and Page Authority (PA) in MozBar
. PA is of higher significance. Pages with high PA scores are difficult to beat. So, it is important to look for PA when checking for the competition. Analyzing the content on the pages with higher PAs gives you an idea of what to include in your content.
Step 4 - Gauge Your Content
Before creating new content it is important to analyze what you already have. This might help you to just tweak some of your work rather than simply creating a fresh piece of content. You can also make use of Google Analytics to identify new ideas. You can then refocus, edit or even expand your content based on these inputs.
Step 5 - Strategizing the Content Marketing Funnel
There are several ways to close your sale. People who hear about your offering from a trusted friend or an acquaintance may go and place an order. Sometimes people may consider buying a product after they see an interview or a podcast. So, it is important to create an optimized path to get users to notice, trust and buy your brand.
Here is a simple content marketing strategy that gets your target audience to move down your sales funnel quickly:
- Present ‘how-to’ posts to your target audience
- Analyze blogging platforms to analyze your blog performance
- Lastly, present case studies that highlight the benefits of your offerings
While every step in this content marketing funnel is critical, marketers can start off by focusing on the keywords to be targeted in the top and middle of the funnel because this essentially guides lead generation. Once you do this right, you will have a robust content marketing funnel that drives conversion.