What does a content funnel have to do with your PR strategy?

Have you ever been browsing the internet and come across a text or ad for something that promises to solve the problem that has been keeping you up at night? The answer is probably yes. But the fact that the right content appears at the right time on your screen is no coincidence. This is a powerful digital marketing tool: the content funnel. In this article, we'll explore what a content funnel is and how it can help boost your PR strategy.

When working the content funnel, it’s possible to connect content to your customer’s purchasing journey. Unlike the example at the beginning of this text, when a person doesn’t know they have a problem, they won’t buy the product or service. So, it is up to brands to help this person get there, by generating content to create awareness, help prospects consider the product, service and brand, and mainly, and to accelerate purchasing decisions. 

Attraction, engagement and conversion

The content funnel is a methodology that inserts content in different formats throughout a potential customer’s journey. Its three fundamental stages are attraction, engagement and conversion.

The strategy is based on the creation and distribution of relevant content related to the company's segment of activity and the interests of the audience it wants to reach.

The content funnel is more than a tactical tool, it’s also an engine for greater scalability and conversion clarity. The three stages of the content funnel can be defined as top of the funnel, middle of the funnel and bottom of the funnel, which represent the stages that a lead goes through until they actually become a customer.

Lead is the person who has shown interest in some type of product, service or content developed by a company. When the content funnel is well designed, it directly contributes to converting leads into customers.

The evolution of the internet and the multitude of available formats are aspects that make the content funnel more complex. A lead can have initial contact with a brand through a Google link, an Instagram post, a television ad, a podcast, among other formats. The challenge is to work on this lead’s journey by creating rich and relevant content for them.

The 3 fundamental stages of the content funnel

For the content funnel to really transform the lead into a customer, it’s very important that the path is fluid and well constructed. In its three fundamental stages, the content funnel must attract, engage and, only then, convert leads into customers.

After all, what should be present in a content strategy for the top, middle and bottom of the funnel?

Top of the funnel: basic content for those who are still unaware of the solution that your company, product or brand can provide. Here, you don't talk about your product or service directly. The idea is to present useful information about the area of ​​activity that your company dominates.

• Recommended formats: blog posts, social media posts, newsletters, podcasts and infographics.
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• Key metrics: traffic sources, organic sessions, pages per session and ad impressions.

Middle of the funnel: for visitors to become leads, it is important to initiate more direct communication, as the potential customer may be interested in your product or service, however, they are uncertain about the acquisition. Here, the company offers something in exchange for this lead’s contact.

• Recommended formats: e-books, case studies, webinars, free courses and video classes.

• Key metrics: lead volume, returning visitors, app installs, responses received on social media and email, and rich material downloads.

Bottom of the funnel: in the final stage, the lead is warmed up and ready to receive an offer. This is the time to present in-depth content that makes it clear how your company's solution can transform that person's reality. The content should answer questions such as “why buy this product?”, “how does it work?”, “is it good value for money?” etc.

• Recommended formats: lives, e-books, case studies, webinars, free courses and video classes.
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• Main metrics: sales, store visits and lifetime value (average revenue that a customer will generate throughout their journey as a customer).
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Read also: Is it worth having a blog?

It is worth highlighting that the different formats can be complementary and work in the three stages of the content funnel. The suggestions have more to do with the density of knowledge that each format offers. For example: a social media post is unlikely to be as in-depth as an e-book or video lesson.

5 great assets of the content funnel

After all, why is the content funnel so useful for companies?

A good marketing strategy must include a well-established content funnel. This flow that goes from attraction to conversion is a facilitator for brands that want to stand out amid the insane competition for attention that characterizes the internet. See some of the great advantages of using a content funnel:

1. More brand visibility: well-planned content helps increase your online presence and attract a broader, more qualified audience.
2. Improved customer relationships: creating connections with the public is a path that naturally leads to conversion through personalized offers;
3. Greater customer retention: in addition to conversion, the content funnel provides loyalty, as customers continue to be supplied with rich content, which makes them true advocates for your brand.
4. Strategic efficiency: strategic planning for digital content becomes much more solid and aligned with business objectives when it is supported by a funnel.
5. Gains for potential customers: with rich and relevant information, good content brings benefits to the lives of leads even before they choose to purchase your solution (product or service). A well-thought-out content funnel allows people to better understand their problems, in addition to establishing a relationship of trust.
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Read also: Blogs for those who want to convert leads in the long term

Your Brand Should Have a Winning Content Funnel

It is clear that, in the world of digital marketing, it is necessary to create quality content to gain the attention of potential customers on the internet, regardless of the segment in which your company operates.

A content funnel allows the menu of knowledge produced by your brand to be well organized to reach the right people with the ideal message and the most appropriate language – and at the right time.

At SmartPR, we have more than 20 years of experience in PR.  Our work is guided by our understanding of your customer’s journey. We develop content funnels thinking how we can help you accelerate leads. If this is something your company needs to grow, talk to us!