How to Build a Content Marketing Funnel

The content marketing funnel is a process we always follow before completing a digital marketing campaign. You need to build a content marketing funnel​ strategic approach to guide potential customers through their journey, from initial awareness to final conversion. That's where our breakdown of content marketing funnel stages​ comes in today’s blog.

A content marketing funnel is a visual representation of the customer journey, from the moment they first interact with your brand to the point where they become a paying customer. It outlines the stages a prospect goes through and the content you'll use to nurture them at each step. 

Smart Insights reported in their B2B marketing guide that 86% of marketers have used content marketing to achieve brand awareness goals. That means when companies map out their journey with customers, they can create targeted content that addresses the specific needs and pain points.

“Think of full-funnel content marketing as a roadmap for your audience, guiding them smoothly toward becoming loyal customers.

The specifics of content marketing strategy might vary depending on your industry and business model, most content marketing funnels are structured around three core stages—

1. Top of the Funnel (TOFU): Awareness

TOFU is intended to attract a broad audience and introduce them to your brand. The goal is to generate awareness content and capture attention. 

For example— brands use blog posts, social media updates, infographics, videos, podcasts, and free guides. Here, the key metric of success is—website traffic, social media reach, and engagement.

2. Middle of the Funnel (MOFU): Consideration

At this stage, prospects are aware of your brand and are actively considering your offerings. The focus is on nurturing leads and building trust.

Some of the examples are— Ebooks, white papers, case studies, webinars, email newsletters, and product demos. Companies and expert digital marketing teams measure the progress via lead generation, email sign-ups, and engagement with MOFU content.

3. Bottom of the Funnel (BOFU): Conversion

This is the final stage, where leads are ready to make a purchase. The only goal is to convert them into paying customers. Some BOFU content examples are— product comparisons, customer testimonials, free trials, consultations, and special offers. Companies calculate the sales, conversions, and revenue to determine the campaign's success at this stage.

Building a successful content marketing funnel requires a strategic and data-driven approach. You need to rely on content consolidation to filter out the best version of your content according to the market trends. Here's how to do it—

• Step 1: Understand your target audience's demographics, interests, pain points, and online behavior. You will definitely create content that resonates with them after doing this.
• Step 2: Simply map the customer to their content journey. Outline the steps your prospects take from initial awareness to purchase. Identify the key touchpoints and potential roadblocks.
• Step 3: Now it is time for stage-based content creation. Develop content that addresses your audience's specific needs and questions at each stage of the funnel.
• Step 4: Optimize for Search Engines so that your content is discoverable by optimizing it for relevant keywords and search terms.
• Step 5: Share your content through various channels, including social media, email marketing, and paid advertising. Try to make engaging video content as those are most watched on social media today.
• Step 6: Monitor key metrics to measure your funnel's effectiveness and identify improvement areas.
• Step 7: It’s time to refine and iterate now! Continuously optimize your funnel based on data and feedback, and you are done.

Two of the most trendy businesses recently are— SaaS software development and E-commerce. They all follow the three stages of the content marketing sales funnel​. Here is how one differs from another by providing unique features—

How Software as a Service (SaaS) Maintains Funnels?

How E-commerce Maintains Funnels?

VISER X has been in the market for over 9 years. If you think building and managing a content marketing funnel can be complex, our creative content service can help you overcome it.

We will generate the most engaging content that grabs the reader's attention every day. So, contact us and find an easy way to improve your ranking and user engagement. With us, you can—

• Automate your marketing efforts completely
• Analyze your data to every bit and bytes
• Personalize your content according to your brand themes
• Manage your leads and convert them as fast as possible
• Improve SEO and get loyal followers on social media.

A well-structured funnel attracts, educates, converts, and retains customers. With a data-driven approach and consistent engagement, your content marketing funnel will drive sustainable growth and maximize your business’s marketing ROI. Ultimately, a well-structured content marketing funnel will allow you to create a valuable relationship with your potential customers and guide them through the buying process.

What are some examples of top-of-funnel content?

The main purpose of top-of-funnel content is to attract a large audience. Businesses can create engaging blog posts, informative social media content, visually appealing infographics, entertaining videos, and insightful podcasts to make an attractive impression on the audience.

What's the difference between a B2B content marketing funnel​ and a B2C content marketing funnel?

B2B funnels present in-depth, educational content like white papers and webinars, targeting logical decision-making. Whereas, B2C funnels prioritize emotional engagement with visually appealing content like social media posts and videos.

What is the success rate of the content marketing funnel?

A strong content marketing funnel exceptionally boosts sales leads. We understand its effectiveness as companies can generate 50% more sales-ready leads at a 33% lower cost. The marketing agencies like VISER X master its intricacies for optimal results.