Why Every Writer Needs to Understand the Marketing Funnel

If you want to create content that gets results, you need to make sure it connects with readers. This means writing content that potential customers would be looking for at the right time in their buying journey. For example, a salesy message that pushes readers to buy when they don’t know anything about a company or product is probably not going to be very effective. However, that same message could be incredibly effective when the reader is already seriously considering a purchase. To create content that answers the questions readers have at particular points in their buying journey, you need to map out your content strategy in parallel to the marketing funnel for a product. Free Actionable Bonus: Get the complete guide Creating Content for All 4 Stages of The Buyer Journey Defining a Marketing Funnel While every business may have some unique nuances in their customer buying journey, they all follow a general awareness, consideration and conversion track. If you or your client doesn’t already have a good idea of the sales funnel you’re writing for, try to get a hold of website analytics to see where people are coming from, what content they are interacting with most, what they do after reading and how they are navigating toward a purchase. The type and composition of your content is going to be different at each stage and it’s important to know what works best in general and what will work best with your particular target readers from getting their initial attention to securing a sale. Top of the Funnel: Awareness During this initial stage of the funnel, brand awareness is a major goal. So, you’re looking to catch people’s attention with something they would like to know that’s related to the product but not necessarily all about a product. Usually, you’re trying to educate and establish a company as a trusted brand in the space. Middle of the Funnel: Consideration When a reader is interested in possibly purchasing your product, they’ll want to know more details. This is the ideal time to give more specific information showcasing a product’s value through case studies, testimonials, product information sheets and detailed how-to content. You want to show the reader that the product can provide solutions to their issue and you want to demonstrate how your offer differs from the competition. Bottom of the Funnel: Conversion The moment of truth! A prospect knows the value of a product and is ready to become a customer. At this point, it’s time to alleviate any remaining hesitation. This is where you want to reinforce the value being offered, address any risks that might be bothering the shopper and create a sense of urgency with your call to action. This is where many offer free trials, discounts and limited-time offers to minimize the perceived risk of purchasing. Security seals, ratings and testimonials are all helpful in securing the trust to hit check out. Putting it All Together When it comes to marketing content, there’s no such thing as a one-size-fits-all approach. It’s important to tailor content for each stage of the marketing funnel, providing readers with the information they need as they move forward in their buyer’s journey. When you understand your audience and know what they may need to hear, you can help move your readers deeper into the funnel and turn more prospects into customers.