In this series, our focus has been on using a “content funnel” marketing strategy that will help you create fresh ideas to fill your editorial calendar.
If you’re looking for an easier and more effective way to generate content topics, read on!
Run that by me again
Let’s recap the content funnel. Each stage of the content funnel represents how website visitors will engage with your content.
New website visitors may be looking for top-of-the-funnel or Awareness content.
More engaged website visitors who are looking to solve a problem by using your proposed products or services will then move on to the next stage, called Evaluation content.
Finally, visitors who are ready to purchase from you will be most receptive to Conversion content.
Bottom of the funnel: Conversion
Up to now, content has been about getting customers interested in your product. This is your top-of-funnel content (TOFU).
As we approach the bottom of the funnel (BOFU), you need to deliver content that gives solid reasons to buy.
That doesn’t mean you have to add any “hard sell” copy elements into your content. What it simply means is to offer side-by-side comparisons of similar products, cost comparisons, savings over time, superior safety, or highlighting exceptional performance, all of which can help influence a purchase.
At this point, the folks remaining in the funnel are not just interested in what you have to offer, they’re maybe one salient fact away from purchase. Now you must find ways to deliver as many hard-hitting facts as you’ve got to support why you’re the best choice.
According to Moz, Conversion-stage content “should focus heavily on product descriptions and unique value propositions. Depending on your brand’s style, this is where you’d make that final direct pitch.”
Conversion content includes:
Direct sales emails
Conversion topics include:
How onboarding works with your company’s product/service/software
How to try your company’s product/service/software
How free consultations work
Product pricing explained
Product comparison and competitor analysis
Special security features
Websites are full of calls-to-action for trial offers, demos, downloads, and estimate request buttons, but people may still be on the fence and not ready to buy just yet. Conversion-oriented content marketing makes it easier for your customers to see the value and pull the trigger.