a content marketing funnel for influencers...with the pilfer of platforms its important to...
TRANSCRIPT
A Content Marketing Funnel for Influencers
Why You Need a Content Marketing Funnel
• Aimlessly putting out content hoping for
the best
• Thinking social follow growth directly
impacts your business bottom line
• Thinking an increase in website pageviews
means your business is growing
Is this you?
What is a Content Marketing Funnel?
A content marketing funnel is a path that your customers travel
through. It starts the moment they become aware of your brand
and continues until after they make a purchase.
Different industries and experts have varying opinions on the
phases of the funnel however, there is a basic framework to a
customer journey that ultimately results in a sale and long-term
brand advocacy.
These phases create a customer journey that continues to build
trust with your audience and raise awareness of your brand.
With the pilfer of platforms its important to ascertain which to
focus on to effectively distribute your message. Using a funnel to
streamline your content marketing plan across your platforms
will ensure each piece of content not only provides value but
always is purposeful for your business goals.
Content Marketing Funnel Examples
It’s Not Always Linear
As you drive traffic throughout the funnel, it’s
important to note that although marketing funnels
appear to be linear, they can be more complex. Your
target persona might join mid way through, drop off
half way or approach from the bottom.
This is where your channel specific content plans,
consistency of publishing and uniformity of
message is key!
Buyer Persona
Personalisation within a marketing strategy directly contributes to conversion. In fact
over 50% of consumers (and rising) expect a brand offering to be personalised to
their needs. However to do so at scale is a tricky feat.
Using buyer personas to guide your content marketing plan allows for a better
granularity in content recommendations, ultimately increasing engagement, boosting
brand credibility and buyer trust - three things which are essential to convert your
audience into customers.
A buyer persona is a model of the target consumer for your product. By filtering down
into lifestyle specifics (such as demographic details, behaviours, goals, pain points,
and buying patterns etc.) it will become easier to think of your audience as real
people.
This in turn will give you direction of when, how and why you should communicate
with your audience in order to convert them.
But First, Who Are We Targeting?
1
Background
2
3 4
Education
Personal Technology
And where are they coming from?
Organic and Paid
Search
Organic and Paid
Social Referral Traffic Direct Traffic Retargeting
How potential customers find you
www
The Funnel According to CD
INTEREST
AWARENESS
NURTURE
PURCHASE
ADVOCACY
The FunnelThe funnel is broken down into these stages
After landing on your site & social channels
- this is where your target audience
discovers your knowledge by learning about
the foundation of the topic to which you
wish to provide a solution.
Here are a few methods…
AWA R E N E S S
• Blog posts • Social content • Podcasts • Videos • Lives
Examples
Once your content has been discovered,
this is where your audience demonstrates
interest by taking an initial and free action
(Email Address and/or Social Follow).
Here are a few methods…
I N T E R E S T
Email Address • Quizzes • Challenges • Email Series • Downloadables • Webinars
Examples
Social Follow • Value-based content • Consistent posting schedule • Desired aesthetic
Once actioning your initial insight, now is
the time to nurture the relationship with
your target customer
Here are a few methods…
• Tailored Content • User Generated Content • Case Studies • Testimonials
Examples
N U R T U R E
Upon taking advice and actioning, your
audience should be primed to begin taking
commercial suggestions relating to topics
previously covered in the funnel.
Here are a few methods…
Existing Product/Service • Consultation • Free Trial • Coupon • Demo • Introductory Offer
Recommendations • Product Recommendation • Brand Collaboration
ExamplesP U R C H A S E
After consistently nurturing your audience, the target
consumer will become advocates for your brand,
demonstrated by increased commenting, conversions per
user, tagging and content sharing.
Find ways to delight your brand advocate through
incentives and exclusive access.
A DVO C AC Y
Content Calendar
Stage In Funnel Content Name URL Platform Publish Date
Content Calendar
Track, Pivot, Track.
GOOGLE ANALYTICS01
02
04
05
03
FACEBOOK AD MANAGER
MAILCHIMP, FLODESK,
CONVERTKIT
INSTAGRAM ANALYTICS
FUNNELYTICS
Examples
Future Product or Service
ORGANIC SOCIAL > EMAIL CHALLENGE > TAILORED CONTENT > AFFILIATE PURCHASE> BRAND PARTNERSHIP
REFERRAL TRAFFIC > POPUP > NEWSLETTER > TAILORED CONTENT > AFFILIATE PURCHASE >>> OWN PRODUCT PURCHASE
ORGANIC SOCIAL >IG STORIES & POSTS > USER GENERATED CONTENT > AFFILIATE PURCHASE >>> OWN PRODUCT PURCHASE
PAID SOCIAL > DOWNLOADABLE > TAILORED CONTENT > TESTIMONIAL > AFFILIATE PURCHASE >>> OWN PRODUCT PURCHASE
ORGANIC SEO > LEAD GEN QUIZ > NEWSLETTER > CASE STUDY > AFFILIATE PURCHASE >>> OWN SERVICE PURCHASE
Existing Product or Service
ORGANIC SOCIAL > FACEBOOK AD > LEAD GEN QUIZ > CASE STUDY > CONSULTATION CALL > PURCHASE
ORGANIC SOCIAL > FACEBOOK AD > LEAD GEN QUIZ > CASE STUDY > CONSULTATION CALL > PURCHASE
ORGANIC SEO > POPUP > NEWSLETTER > LEAD GEN QUIZ > CASE STUDY > INTRODUCTORY OFFER > PURCHASE
IG LIVE WITH STRATEGIC PARTNER > ORGANIC SOCIAL > IG SWIPE UP > POPUP > NEWSLETTER > LEAD GEN QUIZ
> CASE STUDY > COUPON > PURCHASE
Resources• Buyer Personas
• Business Guide
• Subscriber List Building Ideas
• Keyword Persona Ideas
• Content Calendar
• Email Content Challenge
• All CD Resources
new!
Thank You!
chloedigital.com/resources
@chloeadelia @chloedigital