When creating content for businesses, what most marketers miss is the concept of filtering it. Introducing - Content Funnels, a strategic approach that guides your potential customers through their buying journey by providing them with relevant and valuable content at every stage of their decision-making process. The funnel represents your customer’s journey from awareness to conversion, mirroring their progression from the top (TOFU) to the middle (MOFU) and finally to the bottom (BOFU) of the funnel.
What difference do Content Funnels bring to your Content Marketing strategy?
Catering to the specific needs of your audience at different stages establishes a personalised connection with prospects, fostering trust and brand loyalty.
When your content resonates with prospects at each funnel stage, it significantly boosts your conversion rates. Addressing pain points and providing solutions enables you to position your brand as the go-to authority in your industry.
Content funnelling paves the way for efficient allocation of resources and efforts. Tailoring your content based on your audience segmentations allows you to focus on prospects most likely to convert, optimising your marketing spend and maximising the ROI.
A well-crafted and funnelled content strategy maps a holistic customer journey. It further fosters a positive user experience, encouraging repeat business and referrals.
Establishing the Sections of a Content Funnel:
A content funnel is divided into three key sections, based on the phases of your business. Each section targets a separate segment of the audience, works on separate goals, and requires segregated attention to execute. Let’s see what each section holds in store for you:
Top of Funnel (TOFU)
If your primary focus is on creating brand awareness and capturing the attention of your potential customers, you are in the TOFU section. Your content needs to be informative, engaging, and easily shareable. High-level content formats that work well at this stage include Blogs, articles, infographics, social media posts, podcasts, and short-length videos.
Middle of Funnel (MOFU)
Once you are known to your audience and they seek deeper insights from your brand communication to evaluate their options, you move to the MOFU stage. Content here should focus on nurturing leads and educating them further about your products or services. The most appropriate content formats range from emailers, website content, whitepapers, webinars, and case studies.
Bottom of Funnel (BOFU)
When your audience is close to making a purchase decision, you move on to the BOFU stage. Your content should now provide the final push needed for conversion. Ideal content formats in this stage include UGCs, personalised mailers, product-driven social media posts, FAQs, and listicles.
Check out the steps to determine your position on the Content Funnel: [Infographic]
Challenges that you should be aware of when aligning your business to the Content Funnel:
There are several loops that you can leave unattended in the process, and these loops can lead to the failure of your content marketing efforts. Here are the challenges that you should be aware of and take into consideration:
Mapping your consumers’ journey: Segmenting your audience based on their needs is not enough. You must know about their journey as consumers, their preferences, needs, and the kind of content they respond to.
Ensuring Content Relevance: When you’re addressing segments of the audience parallelly, ensuring that each segment gets segregated communication becomes difficult. However, for your funnelled strategies to be effective, it is imperative that your content is relevant to each and every segment of your audience.
Balancing Quality And Quantity: Consistency in both the quality and quantity of content is an important part of content marketing. Often, brands focus so much on the quantity of content to share, that they end up compromising on the quality, or trade-off quality for quantity. Striking a balance between the two will help you fill the gap between the audience and your brand.
Maintaining Diversity: Every section of the content funnel demands a separate strategy covering content, formats, and platforms. Maintaining diversity with multiple channels often gets difficult and as a result, consistency is hampered. This can result in failure to achieve your goals.
Keeping Up With Change: Above and beyond positioning yourself on the content funnel and marketing your content accordingly, you must evolve your content marketing techniques with changing trends. This keeps you connected with your audience long-term.
Being in the right section enables you to channel your content marketing efforts in the right direction, strengthen your brand image, establish authority, nurture relationships, and drive conversions. To check your position on the content funnel, drop us your details.