Content and the Marketing Funnel


The marketing funnel describes the steps that customers experience after knowing the brand to make a purchase (the customer journey from brand awareness to the purchase step). The number of potential customers decreases as we move towards the end of the funnel. The goal of the content marketer is to make the funnel more like a cylinder by increasing the conversion rate. Every content marketer should be aware of the following steps:

Step 1: Discovery

Discovery is the highest point in the marketing funnel. The goal here is to raise brand awareness through indirect educational and viral content. In this step, it is crucial to understand your market and its pain points. Furthermore, build trust with potential customers by providing genuine practical solutions to their problems. Blog posts, webinars, tutorials, courses, video files, and email newsletters can be used for this purpose.

Step 2: Attracting the customers

Attracting customers is the middle of the marketing funnel. The goal here is to contact customers and provide solutions for their problems. There is no need to sell your products or services to the market at this step. However, you need to maneuver on the benefits of your services over the competitors and create a positive atmosphere. Educational videos on your products, product information, and features can be used for this purpose.

Step 3: Converting the users to the customers

Converting the users to the customers is the end of the marketing funnel. The goal here is to interact with customers by explaining valuable product features to convince them to purchase. Product reviews, recommendations from other customers, and product sales descriptions can be used for this purpose.

Step 4: Customer retention

Customer retention is beyond the marketing funnel. The goal is to keep previous customers happy by the customer support team. Content marketing is crucial at this step by constant interaction with customers. Special offers and email marketing can be used at this step.