Written by The Melotti Content Media Team, checked by Christopher Melotti
If you’re in the business of trying to attract attention, build a bigger audience and turn potential customers into loyal stakeholders, you’re going to need a content marketing funnel.
But what is a content marketing funnel exactly?
A content marketing funnel is a business strategy that uses a diverse range of content to guide people through their decision-making journey, from problem identification and first discovering your brand all the way to becoming a loyal customer. Whether you’re a big brand that already has a lot of awareness to your name and want to grow brand advocacy, or a smaller start-up that needs to get to customers making purchases, a high-performing content marketing funnel strategy leads to more wins.
Unlike a single marketing blast, a content marketing funnel works like an intricate machine, producing content that grows interest and builds trust. It’s a step-by-step process that goes through a few stages.
A content marketing funnel works like an intricate marketing machine, using content to guide customers, grow interest and build trust.
How do you build a high-converting content marketing funnel?
It’s a step-by-step process that involves a few essential stages. Let’s talk about content marketing funnels that win!
Step 1: Understand Your Ideal Audience
Before you can sell your product or service, you must know who you’re selling to. This requires deep dives into personas and clearly understanding their pain points.
Ask yourself the following:
- Who is your ideal customer?
- What does your audience desire the most?
- What channels do they visit?
- What do they do in their spare time? (If endless doom scrolling is the answer, you’ll know exactly what you’re dealing with.)
- What keeps them up at night?
Answer these questions and you’re ready for the next step. Wondering how?
Step 2: Draw Them in with TOFU
No, we don’t mean the squishy dish! TOFU means Top Of The Funnel. When people start their customer journey, it all begins with being problem aware. They are hungry, thirsty or need a service. That’s when they start looking for a SOLUTION to the problem.
This TOFU step is all about attracting initial attention in the content marketing funnel when people are looking for a solution to their problem.
It’s also about building the first baby steps of trust with your customer. You’re planting seeds of curiosity in their minds.
This is where the following come in:
- social media
- general videos
- SEO content
- blog posts
- informative podcasts
- other channels
Often, people aren’t hooked enough by TOFU to want to get a further taste of the product. So, make sure you sound relevant and have a hook.
The key is to:
- focus on topics that provide value
- entertain your stakeholders
- attempt to solve a problem.
Just think of all those Instagram ads for wall Pilates (“lose weight in three weeks”), quitting smoking using a metal tube (“no nicotine”) or using an AI app to improve your curriculum vitae (“get a job in three days”). Use compelling headlines and snappy visuals. This part of the content marketing funnel gives quick and easy peeks into the service or product on offer.
Make a killer first impression with TOFU, keeping things light but full of character about what your business can provide.
Step 3: Use MOFU to Educate and Engage
This is the middle part of your content marketing funnel. You’ve piqued the curiosity of your audience as a solution to their problem. Now you need to educate them about your product or service with an expert tone, and keep them reading, watching or learning on whichever platform you’ve chosen.
In other words, MOFU (Middle Of the Funnel) makes them BRAND aware of you.
Draw them in with lots of credibility and authenticity. This part of the content marketing funnel also aims to keep your audience engaged. Use examples that resonate in the real world, in their actual lives, and don’t be afraid to show who you are. Shine a light on your brand or company’s personality. You can even walk them through a problem and give them the ultimate solution: your product.
Middle Of The Funnel content makes an emotional connection with your audience.
Step 4: BOFU to Nurture Leads To Conversion
At this point, you’re heading to the conversion stage. You got them to bite, they’re all warmed up, and you’re encouraging action on their end. At this point, you’re heading to the conversion stage. You got them to bite, they’re all warmed up, and you’re encouraging action on their end.
This is called the Bottom Of The Funnel, where you can make strong and straightforward requests to your audience.
It’s akin to when on a first date you catch yourselves giving each other prolonged eye contact. It’s time to make the move!
At this BOFU stage in the content marketing funnel, the goal is to make the decision-making process as smooth as possible. Your use of persuasive language will most certainly be a plus. There is a sense of urgency in the air as they are near commitment to purchasing your product. If you have reached this point in the content marketing funnel, don’t be afraid to give your customers an extra little nudge. “Hey, we like each other, now let’s take it to the next level.”
Step 5: Optimise Your Content Like There's No Tomorrow
This is easy: you don’t leave them hanging after all that mutual flirting. At this point of the content marketing funnel, you’ve got to study the numbers, see what works and what doesn’t, then tweak your strategy.
Monitor the metrics you use to study your audience impact after you’ve delivered:
- click-through rates
- Engagement
- reach and visibility
- other metrics
Use A/B testing and calls to action. Experiment based on feedback.
Iterate relentlessly. Don’t be afraid to make changes when something isn’t working. Keep your ear on the ground, listen to the feedback you receive, and adjust accordingly.
A content marketing funnel is nothing if not flexible, especially if you want to build a high-converting content marketing funnel.
Pump some work into keeping it all going smoothly and efficiently, and you’re ready for the next step.
Step 6: Make Your Brand Content Memorable
Dare we say the first date has reached its climax? You’ve been ready from step one to use your personal voice, one that is professionally yours. It’s unique, it’s your brand, it’s just so you. Whether you’re a tech firm that has a dry sense of humor or a spunky lifestyle brand, let your personality show.
The purpose, after a few dates, is to build that emotional connection that can last through a few hairy situations. Loyalty is the goal. The same is true in content marketing funnels. Invite feedback and share your processes. Be transparent and human so your customers can relate to your brand. This brings a natural affinity in nurturing commitment.
A high-converting content marketing funnel doesn't just happen overnight. It's built through time and with the right mix of strategy and intentionality.
Step 7: Have A Killer Conversion Plan
This is the clear call-to-action that you want your potential customers to do. Whether it’s signing up for a talk, booking an initial chat or purchasing a product, you want to be as clear and compelling as you can.
Use brand messaging that converts, optimise persuasion, have graphics that wow and make an impact. You’ll leave no room for doubt that you’re the one; there is no room for confusion about what your customer should do next.
Guide your stakeholders through their process and offer reassurance with every click or purchase. A good content marketing funnel conversion strategy turns curiosity into interest, and leads all the way to the decision of commitment and action.
Step 8: Rinse and Repeat
It’s good to have several content marketing funnels in place at once. So scale and expand with different audience types, customer journeys and corresponding content.
Have different funnels for different products or services, as well as customer segments.
Step 9: Retain Your Customers and Turn them into Advocates
They’re hooked on you. They’ve paid you money.
Now you have to keep them coming back for more in this mutually exclusive affair. This part of the content marketing funnel is called retention, or the time when you want to make sure the commitment lasts. It’s time to build loyalty.
Building loyalty is marketing gold! It means that customers become advocates and they will tell everyone! The best content marketing funnel leads to this!
Here are some tips on how to retain your converted customers:
- offer additional value like further discounts or tips and tricks
- use email marketing with personalised recommendations
- be exclusive: use e-books, masterclasses, behind-the-scenes content and the like
- foster a sense of belonging, use user-generated content
- have loyalty programs
- offer opportunities for them to get involved through User Generated Content
- give your stakeholders unexpected perks
So, are you ready to build a content marketing funnel that actually works?
We know that cutting through the content marketing noise can feel overwhelming, but don’t worry – you’re not alone! We’re here to help you build a high-converting content marketing funnel.
Let’s collaborate to craft a strategy that prioritises human connection and drives real results.
As your Sydney Copywriters, Message Marketers and Australian Brand Strategists, we can devise and implement your authentic brand while you focus on what matters to you – growing your Australian business.
Let’s start earning the results your business deserves! To speak to your trusted message marketers and Australian copywriters, email us at enquire@melottimedia.com.au or phone 1800 663 342.
