Content For Conversion: How To Move Customers Down The Sales Funnel By Choosing the Right Content Type

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By Tyler Pigott on May 01, 2018

The days where all you needed to do to get a sale was to put out a few advertisements and then sit back and watch the money roll in are gone. In today’s business world, pushing people through your marketing funnel requires more than just a touch of sophistication.

Enter content marketing.

Content marketing is more than just spinning up a few articles on your site and hoping that your pop-up ads will take care of the rest of the work. These days in order to turn a prospect into a customer you’re going to create a specific piece of content for every stage of your marketing funnel.

Here are the types of content you need to be creating in order to ensure that your prospect feels reassured and informed the entire time.

Top of Funnel Content

At the very top of your marketing funnel your content needs to be all about gaining exposure for your brand and raising awareness to the problems you can solve. Keep in mind that at this stage people might not even know that they’re experiencing a pain point yet, and you have to assume that most people don’t even know about you yet.

Which is why it’s so important that your content is both filled with useful information that your audience is looking for, and introduces the idea that you are an expert on the matter.

For example, if you were a real estate agency you could have guide on the latest design trends for family homes. Another example could be that if you were a Finance Manager then you could create a video series explaining the basics of how your prospect could better manage their accounts.

As you can see from the examples above the best types of content for the top of your marketing funnel are typically all about how to solve specific pain points. The goal at the moment is to establish yourself as an authority that can be trusted based on the usefulness and expertise of the information you’re giving away.

Middle of Funnel Content

In the middle of the funnel your prospects are now aware of your brand and what you do and have in mind a specific problem that they want fixed. This is when your content needs to get more specific and you can really start showing off why your brand is an expert and should therefore be trusted.

Examples of the type of content that would work best for the middle of the funnel would be: informational videos, interactive quizzes, and other educational resources.

What you’re actively trying to do by providing so much information-heavy content is to solidify the idea in your prospect’s mind that you are the go-to expert in your industry. Unlike content at the top of the funnel which is designed to appeal to as many people as possible, withe middle of the funnel content you can start talking more about your unique selling point and how your product or services solves the prospect’s challenge.

With these types of content, you can be more liberal about placing CTAs within your content in order to continue pushing people down the marketing funnel.

Bottom of Funnel Content

At this stage of the customer journey your prospect are now at the cusp of making a purchase decision but still need that final push to get them over the line.

Now that your prospects have been educated on what kind of problems they’re facing and the possible solutions available to them. Your content right now should be primarily focused on showcasing why they should trust your brand over your competitors.

The best types of content for the bottom of the funnel could be videos on how easy it is to use your service, or social proof in the form of customer testimonials and reviews. Potential customers at this stage want to be reassured that their purchase is going to be with their money and can indeed benefit their lives.

Keeping your content personalized and centered around your product or service is an excellent way to showcase the specific benefits behind your brand.

Let us know if you need some ideas for how to create content for each stage of the buyer journey by schedule a free assessment below. 

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Tyler Pigott
Tyler Pigott
Marketing Strategist. Growth Hacker. Brand Builder. Visionary Entrepreneur. Tyler likes to develop strategy for people's vision and work hard to get them to where they want to go.

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