Content Ideas for Every Stage of the Marketing Funnel | FORTAYmedia
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Content Ideas for Every Stage of the Marketing Funnel

Content Ideas for Every Stage of the Marketing Funnel

Let’s talk about the marketing funnel (everyone’s favourite topic, of course). It’s not just a fancy piece of marketing jargon- it’s a way to get your audience from ‘who are you?’ to ‘shut up and take my money’.  But let’s be honest, creating content for every stage of the marketing funnel can feel like a never-ending hustle. That’s why we’ve created this blog. This is a quick breakdown of content ideas that will keep your funnel flowing smoothly without sending you into a creative overdrive.


TOP OF FUNNEL: THE AWARENESS STAGE

This is the point where your audience is not ready to buy, in fact, they don’t even really know who you are, let alone whether they want to give you their money. Your job at this point? Grab their attention and start building trust. Some effective content ideas for this stage include:

  • Short, snackable videos are a great way to capture the attention of people and help simplify complex concepts, while visually engaging your audience. For example, product or explainer videos. Focus on addressing the problem rather than promoting a solution at this stage as it helps to build trust.
  • Blog posts and educational articles answer questions that your audience might be Googling, for example ‘how to create a landing page’. If you have a blog titled the same as their search query, it might just take them to your website. In this case, it may direct them to the website of a web design agency- like ourselves
  • Got some favourable statistics or data? Turn them into eye-catching infographics. This can be effective to back up what you’re promoting with actual facts.
  • You’re here to be seen and remembered, and that’s more or less impossible to do without a social media presence these days. Whether you opt for posts, reels or stories, having your brand on social media shows your content to a broader audience and helps to quickly build awareness.

MIDDLE OF FUNNEL: THE CONSIDERATION STAGE

The Marketing Funnel

Okay, they now know you exist so they’re weighing up their options. Your mission in this stage is to prove that you’re the one they need without being pushy.

  • Share your success stories with case studies of your clients. A case study titled ‘How we helped a small business double their revenue in 6 months’ is the perfect way to share proof that you walk the talk.
  • Nurture your leads with emails. 59% of consumers say that marketing emails influence their purchasing decisions so make sure you use them! You could share useful tips, introduce your products or promote upcoming events.
  • Q&As build trust and position you as an expert in your field. Webinars are a great way to go about this as they offer a chance to communicate in a personal way even though it is online.
  • Transparency builds credibility. Help them make informed choices with side-by-side comparisons of products or solutions.

BOTTOM OF FUNNEL: THE DECISION STAGE

The end is in sight and your audience is now asking ‘why you?’. This is your moment to show them why.

  • Product demos such as a walk-through of your product or service can seal the deal. Just remember to keep it straightforward but still fully highlight how it solves their problem.
  • Nothing beats social proof and if you can get some good customer testimonials, it’s an instant trust booster. People trust people and by asking real customers to share their experience/thoughts on your offering, other potential consumers will see that it is worth it and are more likely to purchase.
  • Everyone loves a discount. A limited-time offer or a free trial can give them the final nudge they need to take a chance on your business.
  • Got someone lingering in your cart but not checking out? Retarget them with ads that remind them what they’re missing and give them the last bit of persuasion they need.
  • The easier you make it to say ‘yes’, the better. Some consumers may still have lingering doubts, but a great way to combat these is FAQs. A detailed FAQ section or FAQ posts can clear up those lingering doubts and encourage them towards the final purchase.

BEYOND THE FUNNEL: THE RETENTION & ADVOCACY STAGE

The customer journey doesn’t just end after they buy. According to a recent study, a 5% increase in customer retention rates can increase profits from anything from 25% to 95%. Keep the relationship going with your customers and turn them into brand ambassadors and advocates. You can do this through content by:

  • Offering them exclusive deals, sneak peaks or early access to new releases. This will make them feel special, encouraging them to keep supporting your brand and re-purchase.
  • Likewise, reward them for sticking around with a loyalty programme that offers discounts, freebies or VIP events to show that you value their business.
  • A simple ‘Thank You’ email can go a long way with your customers. Make sure to follow up with them and let them know you appreciate them.

Creating content for every stage of the funnel isn’t just about getting that end result, it’s about building relationships along the way. Each stage serves a purpose: attract, nurture, convert and retain, and by tailoring your approach for each stage, you can effectively reach all the different consumers at all different parts of their journey with you.

 

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