What is a content marketing funnel?

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A content marketing funnel is a set of content that helps you move your potential customers through the different phases of the sales cycle with personalized information depending on the phase and the needs that the user has at that moment.





In general, people prefer to receive personalized content tailored to hospital mailing address list the stage they are in the buying process. Considering that you may never actually interact with your potential customer, having content that guides potential customers through the different stages of the sales funnel is essential to convince them to choose your company.

Read also Marketing and Sales: Why Your Content Strategy Should Support Your Sales Team ?

What are the main stages of the content marketing funnel?

Attraction – through your content potential customers discover the problem they have.
Consideration – Potential customers research different solutions and alternatives that can help them solve their problem.
Decision – potential customers are already clear about the solutions available on the market and choose your company to solve their problem.
Loyalty – when a potential customer becomes a customer, it is important to retain them. Content marketing plays an essential role at this stage.
The Attraction Phase
Before your potential customer can make a decision, they must first understand or realize that they have a problem.

A very efficient way to attract more potential customers is to research what keywords your buyer personas are searching for on Google. Then, generate content based on these keywords.

In the attract phase, free content like this helps potential customers discover that they have a problem. It's also a way for them to identify you as a possible solution to that problem. But in this phase, users aren't ready to make a purchase yet. They're just beginning to realize that they have a problem. That's why content in this stage should be informative, help answer simple questions, and solve basic problems.

In addition to blog posts, ebooks and infographics are also very effective pieces of content in this attraction phase, as they can discuss a more generic and broader topic in an easy-to-understand way and are also very interesting.

The Consideration Phase
At this stage, your potential customers are comparing you to other solutions available on the market. Therefore, you need to emphasize your value proposition using your website content, a newsletter, webinars, blog posts, live demos, etc.

A very effective way to help potential clients who are considering different solutions to their problem is with case studies, which also showcase and value your company's thought leadership and industry experience.

Businesses can benefit greatly from case studies – from email marketing campaigns to infographics and blog posts.

The Decision Phase
Finally, once a user reaches the decision phase, they are ready to make the purchase – they are simply researching what they need to become your customer. At this stage, the content to be used should contain a much more direct approach, using content such as product specification sheets, case studies, data sheets, and product implementation guides.

Examples of content: product demonstrations, audits, a free trial of the product or service, a list of frequently asked questions, success stories (which are the most valuable content for your company to convince your potential clients to decide on you).

The Loyalty Phase
In the first sales funnel models that were created, this phase was not even included. Companies acquired their customers and, once they reached that point, they considered the customer sales cycle to be over. They were not aware that the key to growing a company is convincing your existing customers to make a repeat purchase.

Customer Lifetime Value (CLV ) is a term that determines the value a customer has for your company from the moment they make their first purchase until the moment they stop buying your products or services. It is an important metric to analyze, since studies have shown that profit is maximized at this stage.

Specifically, the study showed that increasing customer retention by 5% can lead to an almost 100% increase in a company's profits. Satisfied customers spend more on your products or services, and are more likely to recommend your company to their friends and acquaintances.

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