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How to build an effective Content Marketing Funnel that converts strangers into clients


Allura Digital Blog - How to build an effective Content Marketing Funnel that converts strangers into clients


The goal of content marketing is to attract your target customers to your brand and convert them into leads, ultimately clients. But that doesn't happen overnight.


And you definitely can't achieve this by posting random content on social media.


The fact is, B2B buyers are in different stages of the buying journey and they are looking for a specific type of content at each stage of their journey.


According to research, the average B2B buyer consumes at least 13 pieces of content before becoming a customer.


You need to map their journey across the different stages, analyze how they make decisions, and create content that gradually positions your brand as the ideal solution to their needs.


That's when they'll come to you when they are ready to buy.


To achieve this, you need a strong content marketing funnel based on a data-driven strategy rather than hunches and guesses.


The Content Marketing Funnel is all about creating targeted content for different stages of the buyer's journey with the goal of converting them into a customer


B2B Marketing Funnel


Steps towards building an effective content marketing funnel

  • Identify your ideal clients, their current state, struggles and aspirations

  • Research the kind of content they like to consume, in what form and where

  • Create targeted content for different stages of their journey

How to create content for different stages of the buyer journey


Top of the Funnel


Goal of content at this stage: To create awareness among strangers


People in this stage are not ready to buy and they are not aware of your brand. Many of them may not even realise they have a problem and need a solution.


At this stage, your content should make them aware about:

  • Your brand

  • Problems that are hampering their business

  • How to solve those problems

What kind of content to create for buyers in this stage:

  • Blog Posts

  • Infographics

  • Podcasts

  • Newsletters

  • Checklists

  • How-to-guides

  • Informative Videos

  • Polls/quizzes


Middle of the Funnel


Goal of content at this stage: To convert strangers into qualified leads


People in this stage are aware of the problem, they are aware of your brand, have buying intent but they are exploring available solutions out there.


At this stage your content should:

  • Take them deeper into how your solutions work

  • Show how your solutions solve their problems

  • Highlight how they compare to other solutions in the market


What kind of content to create for buyers in this stage:

  • Comparison Sheets

  • Client Success stories

  • Use Cases

  • Testimonials

  • Toolkits

  • Product Webinars


Bottom of the Funnel



Goal of content at this stage: To convert qualified leads into customers


People in this stage are aware of your brand but they are not sure if you have exactly what they are looking for and are the right choice for them


At this stage your content should:

  • Convince them that you have the ideal solution for their needs

  • Demonstrate that you provide the best value for money

  • Show them that you have people they can count on


What kind of content to create for buyers in this stage:

  • Demo/Free Trial

  • Free Consultation

  • Walkthrough Videos

  • ROI Calculator

  • Pricing Sheet

  • Email Offers


Bonus tactics to move your audience along the funnel

  • Send them follow-up emails based on their actions on your website or how they interact with your content

  • Implement internal linking on your blog and other online content resources to direct users to relevant product/services pages where they can learn more about solutions

  • Suggest related content to keep them engaged with your brand and position you as an expert (the more of your content people consume the more they are likely to trust you and buy from you)

  • Add relevant and persuasive CTAs at the end of every piece of content to make them take the desired action(s)

  • Run retargeting campaigns to people who consumed your content to keep them engaged and bring them back to your site. (Related article: Effective B2B Retargeting Tactics to Increase Website Conversions)

 

Need help planning and implementing a content marketing strategy to boost your brand awareness and conversions?