Your business will be highly influenced by the marketing strategies you choose; it depends on your business’s success rate. Content marketing has proven to be the most powerful digital marketing strategy there is. Of course, social media marketing is famous, but it will not grow your sales as the content marketing strategy will. It offers you a bigger platform and a bigger audience.
What is Content Marketing?
Content marketing is the proven practice of generating interest in a business and its products/services by creating value for customers through engaging and informative content. As a marketing practice that spans traditional and digital channels, content marketing is an integral component of any successful marketing organization.
Why is Content Marketing Important?
Content is the foundation of just about every type of online customer interaction. From search and discovery through consideration and on to conversion, content helps consumers make decisions. Content marketing helps brands maximize their return on investment in content by ensuring that each content asset—whether a blog post, email, article, infographic, video, or any other format—reaches the most receptive and relevant audience.
Types of Content Marketing
- Video Content
- Case Studies
- Testimonials & Customer Reviews
- White Papers
- Influencer Marketing
- Email / Newsletters
- Social Media
Content is important during each step of the marketing funnel.
Now let’s think about the importance of content marketing when it comes to your marketing funnel.
There are three major areas of your marketing funnel that you need to think about while you’re developing your digital marketing campaigns.
And content marketing plays a role during each stage of the funnel.
Here’s where content marketing comes in throughout the marketing funnel:
- Top-of-Funnel (TOFU):
At the top of the funnel, your prospective customers are just starting to become aware of their problems.
They are also starting to become aware that there are solutions available.
During this stage, content can help educate them and get them the information they need to decide which type of solution might help
- Middle-of-Funnel (MOFU):
At the middle of the funnel, leads are evaluating their options for products or solutions.
Content during this stage of the funnel is meant to educate leads on what their different options are.
This will allow them to start narrowing their choices and come closer to a final purchasing decision.
- Bottom-of-Funnel (BOFU):
Once leads reach the bottom of the funnel, this means that they are ready to convert.
Content during this stage is meant to give a final nudge of encouragement to the buyer and empower them to make an informed purchasing decision.
To get a better understanding of content in each stage of the funnel, take a look at this graphic:
Here you can see how content marketing plays a role through every stage of the marketing funnel as well as which types of content work best to top, middle, and bottom-of-funnel leads.
When creating content marketing to reach potential customers at each stage, be aware of what each lead needs at this point in their buyer’s journey.
Prospects at the top of the funnel need more general information that helps them better understand their challenges and potential solutions.
Leads who reach the middle of the funnel need more detailed information that encourages them to evaluate their options.
While leads at the bottom of the funnel need content with specific details about your unique offer to help them make an educated purchasing decision.