Did you know that – already as of 2019 – there are 4 billion internet users worldwide? This was the first time in history that we could officially say that more than half the world’s population has internet access; 50.8% to be exact. If your organization were only to reach 1% of that 4 billion, that’s still 40,000,000 potential new and repeat customers. What a time to be in business, right?!
But it’s also important to note that these are not your run-of-the-mill internet users anymore. These are enlightened, digitally savvy consumers. If you hope to have access to even one of them, your business needs to offer an incredible consumer experience. Let’s unpack what that means in 2020.
Basics of Content Marketing & Why it Works
Nearly every single purchase begins with an internet query. Consumers in today’s world no longer have to worry about being accused of asking a “stupid question.” They can, and do, ask it all. And this is good news for any business owner who does content marketing.
Content marketing is marketing that focuses on generating curiosity through online materials like social media, blogs, and videos. A majority of consumers believe that organizations who provide custom content are interested in building good relationships with them. It becomes less about promoting a single brand and more about increasing the consumer’s awareness and understanding of the issue a product or service solves, which gains trust. That trust then elegantly converts a curious visitor into a loyal customer.
For more strategies on this topic, check out our past post on how to build trust with your website’s visitors.
Marketing Aligned with your Sales Funnel
But how does this work, exactly? So glad you asked! The key is aligning your content marketing with the sales funnel. The sales funnel is a way to explain the journey a consumer takes on his or her way to making a purchase. If you understand this journey, you can create content that draws in consumers from any stage in the process.
The sales funnel looks like a funnel divided into thirds from the top to the bottom.
- The first third, the beginning of the journey, is called the top of the funnel and it consists of people who are working through defining their challenge.
- The second third, called the middle of the funnel, is when people have defined their challenge and are beginning to compare options.
- The final third, the bottom of the funnel, is for when a person is very near to the point of purchase and is now researching very specific, brand-associated solutions.
Segment Blog Posts into the 3 Stages of the Sales Funnel
Now you’re ready to take these three stages and use them to create blog content that hits each stage of the consumer journey right where they are at. Here are some simple parameters/suggestions to get you started.
- TOP OF THE FUNNEL: Awareness/Discovery
- Broad topics
- Basic information educating your audience about what their pain points might be and how your products/services can solve them
- MIDDLE OF THE FUNNEL: Research
- How-to guides
- Case studies
- More information/detailed than top of the funnel
- END OF THE FUNNEL: Decision
- Specific posts on product or service
- Validate solving your reader’s problem
- Include testimonials
Blog Content Can Win Consumer Hearts
According to a recent study, 64% of shoppers say they feel retailers don’t truly know them. The good news is that you can change that in your business by employing strategies like content marketing and the sales funnel.
The even better news is that we offer services like content creation and search engine optimization specifically designed to turn that statistic on its head. Reach out today to find out how we can transform your marketing into the message today’s consumer wants to hear!
Article written by Emily Krill, Editor & Content Specialist