Despite the fact it has become a cliché statement, there is no denying that content is the king of digital marketing and without strong, research based and catchy content, no ambitious brand or business can boost their sales by attracting customers.
It is a qualified result that high level content has a serious impact on a business’s potential to generate new leads and all of the other major benefits the exposure can bring. It is why thousands of pounds are spent each month by large companies, for writers, SEO specialists, researchers and specialist content agencies to produce the work consistently.
As soon as you understand how important content is for your business funnel, you must develop a plan to outperform other brands and your competitors.
The content is developed for audience, to attract them to the brand and website, raise awareness among the consumers and make them purchase your products or services. A simple and effective business content funnel has three stages.
First, the content must give awareness to the readers, consumer and visitors regarding what they are looking for. Second, the content must offer them more opportunities to explore the products, services and do more research about the brand. The last stage is really important and it includes converting potential visitors into customers. The content should be so effective and target oriented that no visitor should leave the site without making a purchase. Any business content funnel that lacks these ingredients fails to drive sales and boost business. It is a process and there is a complex framework.
Organizing Your Business Content Funnel
You can’t improve the website, attract visitors and convert them into buyers without an effective business content plan. A plan will also save you a lot of time, keep a record of every activity and shows dedication of the doer. The important steps of a business content funnel are discussed below.
- Define Content Needs
The first important step for organizing a business content funnel is to figure out what kind of content will work best for you. As mentioned earlier the content should raise awareness, attract people on the site and convert them into buyers. With these targets in mind, a content strategy should be developed.
- Create Foundational Content
The next step is to figure out how this sort of content will be developed. It also includes keyword research, comparing your keywords with the keywords of competitors, analyzing their outcomes and tools, using available resources to create the desired content. The content should be informative, less promotional, interesting, facts based and relevant to what the company sells.
- Make an Editorial Calendar
When it comes to content sharing and posting, the time does matter. There are specific hours when most number of people are online, use social media, make purchases online and find out their products using search engines. A blog must be updated three to four times a week with new and fresh content. The updated content should be shared on social networking sites. The company may also offer promotions, bonuses and sale offers on festive occasions.
- Repurpose Foundational Content
Repurposing content refers to making relevant changes, updating the content with necessary changes and including more details to the plan. This may also include new items to be added in the content strategy, using new and innovative ways for sharing content, making videos and illustration-based content for the website and brand. This may happen many times during a year and it’s inevitable to update funnels.
