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The Content Marketing Funnel Explained

The content marketing funnel explained

Have you been looking for a clear and concise way to outline your consumer journey? Let us introduce the content marketing funnel.

Studies show that 60% of people are inspired to seek out a product after reading content. With so many brands producing content regularly, the way to stand out lies in planning and organisation.

Content marketing funnels are the perfect way to plan which content is best to distribute at different stages in the buyer journey. By understanding your demographic’s micro-moments you are able to develop a clear strategy in how best to reach the buyer at different stages.

Here’s how to make your forward planning hassle-free…

What is AIDA? 

AIDA is a marketing formula that outlines the consumer journey and inspires action – it stands for Attention Interest Desire Action.

With 84% of people expecting brands to create content, gone are the days of a quick sale and in comes the need for more information. People are now looking to be educated when they head to specific pages which is why AIDA proves useful.

To meet this demand, it is vital for business to have a content marketing funnel in order to know which types of content is best. The AIDA formula is the perfect guideline for brands wanting to achieve higher profit.

Attention

With more than 4 billion people online, brands are using content to achieve the top spot – the key is knowing how to grab your audience’s attention.

Initial planning and research is vital to make sure your brand creates content types that are of interest. This is the time to discover who your audience is, what their interests are and which terms or phrases they are more likely to search for online. Creating a buying persona is a great way to have a clear understanding of your targeted demographic.

Once you have created the perfect consumer profile, it is now time to think about the kind of things they will be interested in searching for. If you’re reaching out to food lovers, it’s key to know the words or languages they will use; terms such as ‘foodies’ and ‘new recipes’ are likely to catch their attention. Make sure that your content also discusses topics that are useful to them.

Types of content:

  • blogs
  • video content
  • newsletters
  • webinars
  • podcasts

Interest

Magnifying glass

The average visitor only reads 25% of an article, which means that your headline and intro paragraph must contain key phrases to convince audiences to read on.

A key step to keeping page visitors interested is by showing that your brand not only understands their need but provides a solution. The goal of this step is so that brands can position themselves as industry experts and become a go-to source of information for their audience.

Always use and reference credible sources when writing these pieces. 78% of people now place emphasis on the trustworthiness of a source, so by linking to well-known industry influencers, consumers will also trust your brand and be more likely to use it.

Types of content:

  • how-to guides
  • case studies
  • product descriptions
  • instructional videos

Desire

Did you know that content marketing generates more than three times as many leads as outbound marketing and costs 62% less? Going hand-in-hand with interest, this phase is about converting those all-important leads into sales.

Now that you’ve managed to keep the consumer’s attention, it’s time to show off what makes your brand irresistible. Some key questions that should be answered is why should consumers use your brand, why they need the product or service being provided, and how they can receive it.

Make sure the final stages of the buying process are as clear as possible. At this stage, consumers are interested in the product, so use this to your advantage – all content should be aimed at turning their desire into a positive decision.

Types of content:

  • simple step-by-step process
  • testimonials
  • customer reviews
  • infographics

Action

Attention clapper board

Never underestimate the power of a call to action.

In the final stages of the content marketing funnel, it is now about closing the deal and getting the sale. By using a simple but bold message, such as ‘book now’ or ‘buy your item’, it guides users as to what to do next.

Every piece of content should have a clear call to action. A top tip is to revisit early research on the terms or phrases used by your demographic. By using these, you can further build the relationship between your brand and the individual. Another way to create the perfect call to action is by personalising them to each consumer. Based on their online habits, personalised buttons can be shown to them.

Finally, think about anything that would deter a user from choosing your brand. If you think they will have issues with spending – add a guarantee, and if they have questions about privacy, have a clear policy in place that they can read.

Types of content:

  • email outreach for follow-ups
  • customer help e-books/FAQs
  • special promotions
  • how-to guides

Content marketing funnels are a great way of helping brands grow, and ensuring your brand is thinking ahead when it comes to boosting sales. By pre-planning why specific content is being distributed, brands are able to lead consumers through the funnel to the final purchase.

If you’ve been looking for a way to add structure to your content marketing, AIDA is key to getting your funnel started.

Developing this formula for your brand isn’t always easy. If you need guidance, choose a content marketing agency that can contribute the right strategies. Once that’s done, you’ll be well on your way to targeting buyers and making them more likely to choose you.

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