Bottom of Funnel Content:

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#1. Conduct in-depth audience research

Lay groundwork for your marketing funnel by understanding it from the perspective of your customers and prospects.

#2. Develop an intent-based customer journey map

Intent-driven keyword research will help you understand how your audience searches for information and engages with content at each stage of the marketing funnel, from their first interaction to the completed purchase.

#3. Create strategic content for various funnel stages

Organize your content strategy around the marketing funnel, as informed by your customer journey map, to ensure you are meeting user intent at every stage. CTAs should be dictated by the logical action that helps prospects progress forward.

#4. Integrate organic and paid marketing activities

A balanced and coordinated combination of organic and paid marketing helps a full-funnel strategy work. Use broad organic acquisition to fill the upper funnel and invest in paid media to generate demand, nurture prospects, and convert customers.

#5. Measure and optimize

As with any aspect of B2B marketing, rigorous and relentless bolivia telegram data measurement will hold the key to success. Track the effectiveness of your content and ads relative to their specific funnel stages to keep optimizing for desired outcomes across the customer journey.

Which content works at different funnel stages?
The answer to this question will vary based on the brand, solutions and audience. However, a survey by Semrush (via Search Engine Journal) found that these content types are most effective at different marketing funnel stages. As you’d expect, educational content and resources are most popular at the top, while case studies and product information lead at the lower funnel.



Top of Funnel Content:

“How-to” guide
Landing page
Infographic
Checklist
Ebook/White paper
Middle of Funnel Content:

“How-to” guide
Product overview
Case study

Product overview
Customer review
Success story
70% of marketers say organic search is the most efficient channel in attracting traffic at the top of the funnel. (Search Engine Journal)

Measuring results across marketing funnel stages
Ensuring that your measurement strategy aligns to your marketing funnel is how you verify that you are optimizing for the right outcomes. For example, marketers who measure solely by lower-funnel metrics are at risk of sacrificing future growth by overlooking key upper-funnel metrics.