Content Marketing

Content Marketing: The 3 Step Process for Conversion

You hear a lot about content marketing and blog nowadays.

Here’s a simple framework I recommend using when setting up your content marketing strategy.

For an ice-cold prospect to become a customer they will need to travel through three stages:

Content Marketing Phases

  1. Awareness – The prospect must first become aware that there is a problem and that YOU or your organization have a solution for it.
  2. Evaluation – Those that move through the Awareness Stage must now evaluate the various choices available to them, including your competitor’s solutions.
  3. Conversion – Those that move through the Evaluation Stage are now at the moment of truth — purchase.

A cold prospect cannot evaluate your solution until they are first aware of the problem AND your solution.

And conversion is impossible until the prospect has first evaluated the possible courses of action.

To move a prospect through a marketing funnel, they will need content designed to satisfy their needs at each of the three stages.

  • They need content at the top of the funnel (TOFU) that facilitates awareness.
  • They need content in the middle of the funnel (MOFU) that facilitates evaluation.
  • They need content at the bottom of the funnel (BOFU) that facilitates conversion.

To move prospects through the middle (MOFU) and bottom of the funnel (BOFU) you’ll need content types like blogs, webinars, events, product demos and product comparisons.

Here are the metrics you want to measure:

  • Traffic by channel – At the top of the funnel, design your marketing to raise awareness for your business, brands, and products. Measure traffic from channels like Google, Facebook, and Twitter.
  • Net new MQL’s – Measure the number of leads generated in the middle of the funnel that requires further nurturing before they are ready to make a purchase.
  • Conversion rate – When content marketing is done correctly, it generates traffic to lead forms and product pages. Measure the conversion rate (Page Visits/Conversions) on lead forms, product pages, and other calls-to-action.
  • Net new SQL’s – Measure the number of leads that are consuming content at the bottom of the funnel (demos, customer stories, etc) that indicate that they are ready to buy.

Here’s a quick breakdown of the terms I’m using (in case you’re not sure what some of these mean).

  • Top of Funnel (TOFU) Content – Content designed to raise awareness for your business, brands, and products. This content is delivered through a number of channels including blogs, podcasts and video hosting platforms like YouTube.
  • Middle of Funnel (MOFU) Content – Content designed to generate leads and move the prospect through the evaluation stage. Content in the middle of the funnel often takes the form of a Lead Magnet.
  • Lead Magnet – An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you’re getting for an offer.
  • Bottom of Funnel (BOFU) Content – Content designed to convert a prospect into a customer by providing the information needed to make an informed purchase decision. Bottom of funnel content includes webinars, product demonstrations, and customer stories.

This is the first version of this post. I’m going to be updating this with more examples for you soon.

For now, start implementing this framework in your content marketing.