Content marketing is part of a marketing strategy to attract new users, and build a trusting relationship between a brand and a future buyer.
Like sales, content has its own stages of the sales funnel, at the head of which is the consumer. A sales funnel helps a brand to attract a buyer, gain their trust and make a purchase.
Advertex is the leading digital marketing agency in the UAE. They offer a wide range of marketing services to clients around the world, including brand strategy, media services, content production, social media marketing, contextual advertising, digital marketing strategy, mobile marketing, creative development, web analytics, SEO, customer insights, and education.
Content formats and their benefits:
- text (product description, article, news, post) – quick scan/detail /SEO/links,
- video (promo, vlog, instruction) – powerful impact and engagement/combination,
- audio (podcast) – the effect of presence/detail of presentation/energy of participants,
- visual (infographics, illustration, poster) — fast scanning/virality,
- eventful (performances, performance) – powerful impact and involvement/energy of participants,
- custom, UGC (reviews, comments, contest) – min costs/trust effect/engagement,
- interactive (raffle, stream, live session) – the effect of the presence/energy of the participants.
What content is needed at different stages of the sales funnel?
Latent, or hidden, needs already exist, but are not yet satisfied. The consumer does not understand what he wants.
The task of the content at this stage is to increase the level of knowledge of the audience about the existing problem so that consumers think about it. They also remembered the brand in conjunction with the need. Therefore, it is important for a brand to make itself known through publications in the media, targeted advertising, bloggers, speeches at conferences, etc.
Potential buyers are eager to learn about a product or service in general terms and try to find out what analogs exist on the market.
The task of the content at this stage is to answer users’ questions and show the brand’s expertise. To do this, we publish useful content that shows expertise and answers user questions. We place an FAQ block on the website, and on Instagram, you need to issue Highlights with popular questions.
Potential buyers compare brands’ products/services based on their key features.
The task of the content at this stage is to show how you differ from your competitors, and what are your advantages for customers. You can focus on positive reviews and cases. Offer a free consultation, trial period, first-use discount, etc. The user will have the opportunity to get to know your product more closely and make a purchasing decision.
If we did everything right, the user decides to purchase our product.
The goal of content at this stage is to make the buying process as simple and user-friendly as possible. For example, in the description of the social media profile, indicate how you can place an order: on the website, in instant messengers, by phone, or in Direct. Make your website easy to understand. Bonuses, for example, free shipping, additional materials, cashback, or a gift, will help dispel the last doubts.
After the purchase, it is very important not to forget about your users, to collect feedback, to process the negative (if any), and also to stimulate leaving a review about the product or service on social media or on your website. Reviews not only help improve your product and service, they are also a trusting element for potential buyers.
The purpose of the content at this stage is to stimulate users to leave a review, talk about the experience of using your product, and also encourage repeat sales. You can organize a contest or offer a discount/bonus on your next purchase for a review.
Each stage of the funnel requires a different approach and the creation of separate content. Selling content cannot be used at the first stage of acquaintance; for a start, the buyer needs to be “warmed up”. The use of different types of content in the right order by Advertex experts is the basis of a content strategy for a business.