What is a content funnel and what to post at each step

What is a content funnel and what to post at each step

  • Lucas Ferraz
  • December/2021

What is a content funnel and what to post at each step

The content funnel is represented by three content delivery steps to drive the user to purchase.


What is a content funnel and what to post at each step

First of all, the market has never been more competitive, but the digital age allows companies large and small to fight with the same marketing tools.

This way, whoever knows how to use them in the best possible way wins.

In this sense, content marketing has been occupying an important space, especially with regard to conquering and retaining customers.

But for that, you need to know how to use the strategies to attract, convert and retain these customers.

However, it is noteworthy that the content will only reach its true potential if it is worked in a way that can contribute to facilitating the customer's purchase journey within the sales funnel.

For this reason, this type of content is called a content funnel, as it seeks to assist Internet users in their buying journey, from the moment they know the brand to the moment they become customers.

In other words, through relevant and impactful information, it is much easier to attract the attention of users on the Internet, transforming them into potential consumers and encouraging them to complete a purchase.

What is the content funnel?

First, we have to understand that a sales funnel is nothing more than a way of representing the entire trajectory of a user, from interest to purchase.

The funnel serves to portray each stage well, with the attraction being the broadest base and the sale the shortest, since the interest will always be greater than the conversion.

And this is where well-planned content can help increase conversion.

It is worth considering, however, consumer behavior, which is different at each stage of the sales funnel, as it seeks different and more specific information.

That's why it's so important to think about the content in order to meet each of these steps in the funnel.

What are the benefits of the content funnel?

Understand the benefits of using the content funnel in your strategies.

  • Increase in organic traffic to your website;
  • Provides more robustness to the sales process;
  • Increase in engagement and lead generation;
  • Considerable increase in sales;
  • Growth of the brand before the public.

The importance of blogging and practicing the content funnel

In short, it's no use thinking about content that can help at every stage of your sales funnel if your company doesn't have a digital structure to work with content marketing.

So, first and foremost, it's worth investing in a blog, which, without a doubt, is a great way to attract users to your brand, even to be able to draw attention to your products or services, guiding them. users through each stage of the sales funnel, offering different types of content.

For this, it is necessary to know how to disseminate these contents on the main social networks and online platforms, precisely, so that they can reach users.

Finally, the next step is to know what the main forms of content are for each stage of the sales funnel.

Content Funnel Steps

Understand the three steps of the content funnel below.

Funnel top: pique interest

Right at the entrance, the top of the funnel, in the widest part, we have the first stage of the sales funnel, so the content must be of attraction, as this is the first contact and relationship between user-brand.

Usually, at this stage, there are Internet users who arrived at your company's website through Google search results or posts on social networks.

It must be borne in mind that the user, in this first phase, is not interested in purchasing a specific product to solve a problem, in fact, he may not even recognize that he has a problem.

Funnel top in practice

Let's use an example of someone who owns a real estate company and wants to produce content to attract new readers to their sales funnel.

You must consider that those people who will be interested in your articles of attraction have not yet considered buying a house or apartment, but they know the difficulties and needs of everyday life.

In other words, living far away from work, spending a lot on rent, dreaming of owning a home, etc.

In other words, the person with a potential interest feels only some of the symptoms of a problem, and you can, through good content, name this problem and offer a possible solution.

That's why it's essential to invest in good content, for example, it could be a blog post about “Home ownership vs. rent: what are the pros and cons?” or “Infographic: the real benefits of owning a home.”

Content for the top of the funnel

See below for some content types for the top of the funnel.

Blog posts

This is the most common type of content at the top of the funnel and super easy to create, being generally shorter (about 500 words) and in large quantities, precisely to take the maximum amount of queries searched on the search engines. searches.

Among the most popular options are:

  1. Guides: these are more complete and explanatory posts;
  2. Tips: the range is wide and allows tips on hotels, trips, specific products, anyway... that's why it's a very used content type, and if it's worked well, it can generate great engagement;
  3. Lists: also a content type widely used on blogs, which usually work very well and generate great engagement with the audience. It can be any type of list, from a list of books from specific companies, like Amazon, for example, or a list of movies from Netflix;
  4. Tutorials: is another type of post that generates great engagement and which certainly helps the reader a lot, are those posts about how to do a certain thing;
  5. Problem/solution: when you know the difficulties of your audience and raise this problem for him with a solution, you generate a big connection to him.

Webinars, videoconferencing and lives

In short, webinars are live streams where an expert comments on a particular topic and can actually be used at any step in the funnel.

But, in the case of using this type of content at the top, it must be to answer more basic questions, as the user has not yet mastered the subject.

Videos

No one has any doubts that this is the current format, as all platforms are increasingly investing in audiovisual, from YouTube, Instagram, Vimeo and now, TiKtok.

All of these platforms are powerful tools for attracting visitors.

But it is necessary, however, that these videos are short, objective and answer the most basic questions to attract users.

Remembering that at this stage of the funnel, the user still does not have much knowledge about your product, so the content needs to be explanatory and of quality.

Middle of the funnel: intention

At this stage of the funnel, the user is no longer just a newcomer to your blog, but someone who knows they have a problem and would like to find solutions and know that you can solve it.

Basically, at this stage the “unknown” becomes a lead, approaching the sale.

In other words, the potential consumer already knows their problem and is looking for options to solve it.

So, at this point, this potential customer is already willing to provide their basic data (name, email, telephone, etc.) as long as they can meet their needs.

Middle of the funnel in practice

Imagine that you have a musical instruments e-commerce and you want to create content that will point to the solution offered by your product.

An e-book called “Complete Guitar Guide for Beginners” or a webinar “How to learn to play the guitar from scratch” can reach interested consumers who, when offering their information in exchange for these materials, will be able to use their data to the next step in the sales funnel: evaluation and purchase.

Content for the middle of the funnel

Since in the middle of the funnel the user already knows the product, the content should bring more depth when compared to the top content.

In other words, you need to go deeper into a topic.

Blog posts

Once again they are a great option, but this time, since the purpose of the funnel medium is to convert, it is necessary to invest in more extensive and elaborated content.

Enter this stage, more complete articles, over a thousand words, with more advanced and in-depth information.

E-books

They could not be left out, they are very effective, although more labor intensive, they allow the collection of more information.

Ie user data, ranging from geographic, demographic, behavioral etc.

Not to mention that whoever downloads an e-book is because they are interested in its content.

Podcasts

In high at the moment, they work like radio programs, and may have a longer duration.

This format is great, as it does not require total concentration from the user, that is, it can be consumed at the same time as he is doing other activities, such as driving, walking, etc.

Slideshows

Often used in the middle of the funnel, slideshows can bring graphics, images and many other features inserted.

Infographics

Although an infographic requires technical knowledge to be made, it is possible to group text and image in it to make the information easier to understand.

Funnel Bottom: Conversion

Finally, it is at this stage of the funnel that your leader is about to make the purchase.

In other words, actually considering purchasing your product or service as a solution to your problem.

And that's where content that can convince you should come in.

Funnel bottom in practice

Using the example above, the real estate company can produce an email marketing campaign with the addresses collected.

That way, you can inform about the main properties for sale and the needs they meet.

In other words, this is when the sales department should also enter the field.

In other words, if a potential customer is close to converting but still has questions, it's time for a more personal contact.

This contact can be by e-mail, WhatsApp or call  to clear up any possible doubts and motivate you to make the long-awaited purchase.

Content for the Funnel Bottom

As users are about to close a deal at this stage, what they want is to know more about your brand.

For this reason, it is worth betting on more specific content, from cases, testimonials, reviews, etc.

Customer Cases

See to show the user some situations of customers who have been successful with what you offer.

For this, you can use any format, proving that your product or service can help you.

Testimonials

Since people are one step away from buying, it's worth appealing to testimonials from buyers who purchased your products and were successful.

What to do after the sales funnel?

Okay, now that you've finally managed to make the purchase, you've already managed to fulfill your goal, so work successfully completed, right? Wrong.

If it's easier to keep a customer than to acquire new ones, you need to roll up your sleeves to delight the customer and make them a frequent customer.

For this reason, it is essential, even after all the steps in the sales funnel have been completed, to continue to produce content for users who have already purchased.

And, at this time, in addition to those already mentioned in all the steps above, content such as: special offers, explanatory videos, advanced tutorials, etc. will come in.

Remember that all formats can be used at any stage of the sales funnel.

The important thing is to know how to use the sales funnel as an ally of your company, delivering content that meets the needs of your persona.

Conclusion

In short, the content funnel is an essential resource within digital marketing strategies.

Also, you can do AB tests to optimize your funnel.

In this case, use my AB test calculator to target your results.

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Lucas Ferraz

Lucas Ferraz

Specialist in SEO, traffic increase and lead generation.
More than 310 campaigns in the portfolio.
Certified by Blue Array Academy and SEMRush.

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