Aside from being your online beacon, your site is also a repository of information. Internet users need value-adding information. Therefore, in-depth content research is important in your website. At this point, you can say that content pushes consumers down the Awareness and Consideration levels.
People appreciate useful and actionable content rather than just callouts that appeal to their foundational needs, such as food or shelter. By seeing the different ways they can benefit and maximize their potential purchase, customers will keep watch for more content. Combined with native advertising, their heightened awareness can urge them to make a purchase.
Here are five invaluable advantages for content marketing to help improve your sales funnel.
Five Content Marketing Benefits for Sales Funnels
Informative and Convincing
Informative content can be better than callouts. The latter answers “why” questions, which appeals to the consumer’s needs. Meanwhile, informative content helps detail situational issues and their resolution through instructional content.
In your sales funnel, content shows the brand’s potential by highlighting it as an investment. Citing studies by renowned researchers focused on your brand’s offers, along with insight, helps make content informative.
Consumers pass through the Awareness stage quickly and onto the Consideration phase with useful content. They continue to thrive in the second marketing funnel stage if they subscribe to your newsletter, so be sure to optimize your opt-ins where possible.
Highlights Function Over Call-Outs
There is a difference between typical TV advertisements and digital marketing. Typical TV ads can only detail areas of the product or service in less than 30 seconds. Dedicated TV shopping channels only show the basic usability of these products. In contrast, digital marketing content can detail areas backed with empirical proof. In addition, using infographics or videos helps make seemingly-boring data look easy to understand and read.
TV ads also highlight call-outs more than function. Meanwhile, digital marketing uses detailed information and references that solidify their claims. Consequently, if brands can show their offers to resolve problems in specific situations efficiently, then consumers know they are making a good investment.
Target-Specific Problem Solving
Your product’s function is useless if it does not efficiently resolve the consumer’s problems. In fact, if the offer can only provide a solution for a small number of problems, then it can perform badly next to a competitor’s product. Without content marketing in your funnel, you cannot show the different main and secondary features your product could have.
The best way to show its versatility towards its target market: show off its capabilities in action. If it has different functions, then show this in different professional situations with technical analytics that measure its performance. Facebook’s Live videos are a great way to produce this content. If you want to make the content available to access anytime, then YouTube or any video hosting site are excellent options.
Reusable in Deeper Funnel Levels
Content can be reused especially if it does not focus on trending content or “buzzwords.” There are useful guidelines when it comes to doing this effectively. However, it helps save time and resources in updating your site’s content.
You might need to update some time-sensitive data. It doesn’t mean you need to use much effort in doing so. In fact, only reserve doing this if the content is truly useful and value-adding even for loyal consumers and advocates.
New content is always useful for sales funnels. Finding new ways to maximize or make relevant products or services are always worthwhile investments.
Helps Positive Brand Development
By providing useful, actionable, and value-adding information, brands help improve their authority and personality immensely. You can look at content as an FAQ page except only for specific problems. In fact, products and services are meant to resolve common problems. When these offers deliver for consumers, then they also improve the brand’s reputation as a provider of quality products.
Content helps ensure the products deliver a positive experience to customers. Continuous positive experiences through useful and value-adding content help create loyal customers and advocates.
How do you use content to maximize your sales funnel? Share them in the comments below!
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