Content That Matters: How to Write for Every Stage of the Content Funnel
What Is Sales Funnel Copywriting?
You’ve raked through months of Google Analytics data and nailed your customer journey through the sales funnel. Now that you know your users’ path throughout your sales process, how do you write content that seals the deal?
A standard theory among general marketers is “content is content.” But, what if we said you could use your customer journey to write strategic content and efficiently guide users through the sales funnel while boosting your SEO?
We’ll let you in on a little secret – there are specific writing styles and content pieces that pair with each step of the sales or content funnel. Content is no longer just content. When you know your target audience and their place in the customer journey, content can be used as a strategic tool to bring in new users, keep existing customers, and close the deal.
Content for Each Stage of the Sales Funnel
First impressions are everything, especially when luring new users to your site.
When writing content for users in the first stage of your digital marketing sales funnel, it’s common to want to start throwing out your elevator pitches to anyone who will read it. And, you could do that – if you’re going to increase your bounce rate.
In this stage, users are going to Google and seeking solutions to specific problems. Maybe your user is a stay-at-home mom who is wondering how she can go back to college, or maybe your user is an accountant looking for an efficient way to stay organized at work. Now, more than ever, it’s essential to establish subject authority between your brand and the user. You are the expert.
Writing content for the awareness stage should be very general and centric to your SEO. When a potential user has a question, you want to be the first blog they see. Think about the problems they might be researching:
- How to go back to college
- Tips for staying organized
- How to write better content (see what I did there?)
These top-funnel content pieces should be so general and informative that you do not need to include your brand name anywhere. That’s right. Leave your brand name out because establishing a trustworthy relationship is what matters in this stage. Instead, subtly hyperlink to your previous blogs that might lead your new user to the next level of the digital marketing sales funnel.
Now that your brand has established its expertise it’s time to get your new user interested in your product/service to solve their problem. In the first part of the sales funnel, you told your prospect how to solve the problem. Now, you’re going to use content writing to generate brand awareness as well as product awareness.
Content for sparking interest is very similar to the content in the first stage of the sales marketing funnel. It is still very general. However, the goal is to show how the products/services you provide will help. You want to subtly slip in hyperlinks to your products, services, or programs while giving answers. Think of this as native advertising or writing as an influencer.
Your prospective customer has soaked up quite a bit of knowledge through your content and chances are, they’ve researched your competitors as well. Letting your audience know why you are the subject matter expert and the best product/service on the market is the content funnel stage for giving your sales pitch. Get specific and call out your products and services. And, don’t forget to add a call to action at the end of your blog content.
By funneling your SEO content to match your sales marketing funnel, you’ll turn a new user into a new customer in no time. Are you interested in learning how SEO can help your business? Connect with our digital marketing agency to get started today.