Content that activates the sales funnel

15th July 2016

The hype around content marketing isn’t something that’s going away any time soon. However the content itself is something which is evolving – and maturing – meaning that standards must be high for those wishing to carve themselves a share of voice. Only quality content will cut through the noise.
Lots of businesses know that content marketing is a great way to gain visibility and reputation for their brand, but it can sometimes be difficult to know where to get started, or how to use content to convert an audience into customers - that’s where we come in. 

Content at each stage of the customer journey
As with any type of marketing, your ultimate aim when publishing content is to move prospective customers through the sales funnel. Content is useful at every stage of the customer journey, from building awareness through to encouraging customers to take action, and relevant content that reaches the audience at exactly the right time is an excellent way to activate the sales funnel. Different types of content can be used to influence your audience at different stages; for example, social media can reach your widest audience at the start of the funnel, while newsletters are often used to nurture existing customers and known prospects. 

Quality, not quantity
It’s important to remember that simply producing reams of content isn’t going to attract new customers – in fact, pushing low-quality content onto your audience is likely to annoy them, and may actually lose some of your existing customers. This means that it’s crucial for your content to be of a high standard, convincing your audience that you are experts in you field. It must be engaging to be successful – if your audience isn’t engaging with your content, then just gets lost in the noise. You may have a huge following on Twitter, for example, but unless you understand and follow social media best-practice then you won’t reach your audience. Did you know that tweets with photos get 313% more engagement than plain text tweets? 

Get started today 
We know that creating content that moves your audience from prospect to loyal customer isn’t easy, so we’ve created a guide packed with useful tips and step-by-step instructions for creating your own strong content strategy. You can download it here