How to Build a Functional Content Marketing Funnel
Most people don’t wake up and think, “oh, today is the day I buy my new mattress,” unless they’ve researched different brands and checked pricing at different stores. Modern customers often take their time with major (and even minor) purchases. Using that information about today’s shoppers can help you design a content marketing map, or funnel, that guides the customer to your product.
What Are the Stages of the Buyer’s Journey?
The buyer’s journey is the path a customer takes from discovery to purchase. Your content can be the road that customer takes.
1. Recognize the Problem/Pain
The first step in the buyer’s journey is the problem. They are looking for a solution. Your content must get their attention. The potential customer may not be ready to make a purchase. This stage is about information. Skilled copywriters can provide how-to guides or infographics as part of your content plan to reach these prospects. If your content delivers on providing value through education, it can successfully bring them to the next step.
2. Consideration Stage
The next stage of the buyer’s journey is to narrow down the options. Your audience may not be ready to make a purchase yet, but they are doing more in-depth research. During this stage, you can be more product-focused, but you should still be educating your customer about why they should choose your product. Highlight the benefits of your product against your competition. Content that is good for this stage can include case studies and webinars, as well as landing pages and product guides.
3. Decision or Purchase Stage
The bottom of the funnel is where the target consumer makes the decision to buy your product. Customer reviews and product-oriented materials are some of the best content marketing to convince your audience to buy your product. This is the stage where you want to offer a demo or provide a free trial. These potential buyers have stuck with you through their journey, so they’re more likely to make a purchase when they have a good reason.
SEO and the Buyer’s Journey
As you begin copywriting, it’s important to think about the keywords used for SEO purposes. You want to get the right customers to the content that is relevant to them. Most users turn to Google to get search results for what they need. Your SEO strategy can directly fit into the buyer’s journey just through awareness of how your customer decides to make a purchase.
MintCopy can boost your content marketing strategy with the right content at each stage in the buyer’s journey. Learn more about how we can support your digital marketing plan with all types of content designed to reach your customers.