It’s a question that might pop into your head when you’re browsing online or flipping through industry reports:
“How do I build a content funnel that converts readers to customers?”
There are a million different guides out there. But most of those articles don’t have you, the one building the funnel content, in mind. These resources often neglect the fundamental goal of creating a genuine connection with the human on the other end.
At EditorNinja, our team reviews hundreds of content pieces monthly, from technical documentation at enterprise software companies to thought leadership content at professional services firms. This unique vantage point has revealed patterns separating high-performing funnel content from the rest.
An effective content funnel strategy fundamentally relies on understanding your audience and recognizing their position within the customer journey. You wouldn’t approach a first date in the same manner as a tenth anniversary. In the same way, content marketing requires tailored strategies for each engagement stage.
Table Of Contents:
- Why Building a Content Funnel is Critical for Online Success
- Understanding the Stages of a Content Funnel
- Building a Content Funnel That Converts
- Building Your Content Funnel Strategy
Why Building a Content Funnel is Critical for Online Success
So, how do we build a relationship with our audience through funnel content? How do we nudge them toward that “a-ha” moment where our product or service becomes the obvious answer?
It starts with a content funnel. Around 73% of B2B marketers and 70% of B2C marketers use content marketing. These marketers recognize that people are more likely to buy from businesses and people they know and trust.
A content funnel is like a map that guides your potential customer toward becoming a loyal, raving fan. The power of a content funnel comes down to trust. People trust content more than ads. By providing value through each stage of the funnel, you’re building that crucial foundation of trust. When you know how to build a content funnel, you can guide prospects smoothly through each stage of their journey, resulting in more generated leads.
Understanding the Stages of a Content Funnel
Your content funnel is a series of steps that gently guides your audience from curiosity to conversion, nurturing leads from visitors to customers.
Stage 1: Awareness (Top of the Funnel)
At this stage, someone might be experiencing a problem or pain without knowing a solution exists. Imagine someone Googling, “My feet hurt after standing all day.” They’re not searching for orthopedic shoe brands yet; they’re just looking for information. This step is where your content should focus on educating your audience about a problem your product or service can solve. Content marketing funnel stages start with TOFU content (Top of Funnel).
Content Ideas for the Awareness Stage:
- Blog posts answering common questions (like “Why do my feet hurt?”).
- Informative infographics and social media posts.
- Engaging quizzes and assessments.
- Auditing and updating existing website content for SEO to cast a wider net for your specific topic.
Stage 2: Consideration (Middle of the Funnel)
Now that the reader understands their problem (in this case, maybe they have plantar fasciitis), it’s time to introduce them to possible solutions—the very one(s) you bring to the table. You want to position your product or service alongside others while building your expertise. MOFU content (Middle-of-the-Funnel) helps the reader compare different options in the market and gently nudges them toward your product.
Content Ideas for the Consideration Stage:
- Comparison guides (like “Best Shoes for Plantar Fasciitis”).
- Ebooks and white papers that delve deeper into the topic.
- Webinars and video tutorials showcasing different methods or approaches.
Stage 3: Decision (Bottom of the Funnel)
In the decision stage, your potential customer is getting ready to purchase. Your job now is to prove that you’re the best choice. This stage requires focusing on your specific offering’s value, benefits, and even pricing.
Content Ideas for the Decision Stage:
- Case studies that demonstrate the positive results your product/service delivers. These results should resonate emotionally, helping potential buyers see the possibilities of solving their issue.
- Product demos and free trials to overcome objections, providing tangible ways to interact with your offering.
- Because 95% of customers read online reviews before buying a product (according to New York Times bestselling author Dr. Robert Cialdini), include testimonials and reviews on your website that can help increase trust and comfort.
- Compelling landing pages that simplify the sales process. A conversion funnel can become ineffective when it is cumbersome. Make purchasing effortless for better results.
Building a Content Funnel That Converts
You understand the purpose of a content funnel and recognize the types of content suited for each stage. However, merely placing content at each step isn’t enough to ensure conversions or build customer loyalty. To make the funnel truly effective, you need to keep a few more strategies in mind. Now is the time to craft content that genuinely drives conversions.
Know Your Audience Inside-Out
Creating a profile of your customer is important. This profile should identify demographics (age, gender) as well as interests, challenges, and motivations. Give these potential customers a name or persona to make it more concrete. (If you’ve heard of an ICP—or an “Ideal Customer Profile,” you’re already a step ahead.)
Then, you can identify the emotional needs of your target audiences. Knowing these emotional needs makes the rest of your content creation strategy much more effective—whether you’re working in the sales or marketing funnel. The goal is to build trust to nurture leads into even more qualified prospective customers without relying on ads alone.
Keyword Research: Speak Google’s Language
If you want your content to reach the right audience, you need to align with the language of Google and other search engines—and that’s where keyword strategy comes into play. Each piece of content should target specific keywords that your ideal customers are likely searching for. Use tools such as Semrush, AHREFs, and Google’s Keyword Planner to identify popular search terms relevant to each stage of the funnel. Then, create targeted content around those keywords.
Calls to Action That Don’t Feel Pushy
Every piece of content should guide readers to the next step with specific actions. It might be inviting them to download a resource, join a webinar, or simply read another blog post. A little direction goes a long way. Each stage of your content marketing funnel should have a desired action that you want the reader to take—prompt visitors to continue their customer journey through your content with an easy-to-follow call to action.
Promote, Promote, Promote
Don’t just hit publish and hope for the best. Share your content through email, social media platforms, and even paid ads. Make sure your content stands out in a sea of internet noise by optimizing headlines and descriptions to attract clicks. Is your video content likely to stand out when users scroll, or will it blend into everything else? Is your email list in need of curating to make your email marketing more effective? Are you effectively leveraging your social media strategy to attract more potential customers?
Familiarize yourself with other important trends in the world of digital content, as user attention tends to wander between platforms. For instance, short-form content better serves attention spans, so make sure your content feels appropriate for each social platform it’ll be seen on. A media strategy in content marketing is all about grabbing attention quickly.
Track and Analyze
Building an effective content funnel requires monitoring your content’s performance and continually refining your approach to enhance outcomes. This process includes experimenting with various content types and formats to expand brand awareness and reach. Consider incorporating blog posts, how-to guides, product overviews, case studies, success stories, and videos to maximize engagement and impact.
Keep your eye on key content metrics like website traffic, engagement rates, and, of course, conversion rates. BOFU content (Bottom-of-the-Funnel) metrics are extra important to pay attention to because they lead to a purchase action by the customer. Tools like Google Analytics can give you the insights you need to tweak and optimize as you go along so that you can make sure that your marketing initiatives are paying off.
Building Your Content Funnel Strategy
A successful content marketing funnel isn’t about tricks or gimmicks–it’s about creating a helpful, enjoyable journey for your audience that naturally leads them toward your product or service. Building a strong online presence starts with truly understanding your audience. As of 2021, 82% of marketers realize that having a firm grasp on their content marketing funnels helps to foster these customer relationships. Using a strategic and empathy-centered approach, you’ll find it’s not complicated.
Armed with these strategies and a clear vision, building a content funnel tailored to your target audience will not only guide them seamlessly through their journey but you’ll also foster trust, which can be more effective than ads. This trust naturally encourages your audience to become advocates for your business, which is ultimately how you win at the content marketing funnel game.
But even with the perfect strategy in place, your funnel content needs to be polished and professional to build that crucial trust with your readers. This step is where many businesses struggle–creating consistently high-quality content that moves readers through each stage of the funnel.
That’s where EditorNinja comes in. Our professional editing team has helped hundreds of businesses perfect their funnel content, from awareness-stage blog posts to decision-stage case studies. We ensure your content is not just strategically sound but also clear, compelling, and conversion-focused.Do you have a strong funnel mapped out, and your next need is transforming your content from good to great? Schedule a no-stress, friendly chat with our team today. We’ll discuss your content goals and show you how our editing services can help you generate more leads and conversions: no pressure, no risk–just expert guidance on taking your funnel content to the next level.