Learn the importance of producing content for all stages of the sales funnel

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Content plays a vital role in any marketing strategy . It is with it that you will make your persona (previously defined) take action and thus achieve the desired goal. Therefore, we must direct production according to the demand of each stage of the sales funnel .

We’ve prepared this article to help you boost your posts and optimize your results.

In this article, you’ll find:

• What are the stages of the sales funnel?

• The importance of producing specific content

• Top of the funnel content

• Middle of the funnel content

• Bottom of the funnel content

What are the stages of the sales funnel?
A sales funnel is a scheme that summarizes the persona 's journey throughout the purchasing journey. It summarizes the entire process of transforming a mere visitor into a converted customer in three stages:

Top;
Quite;
Bottom.

The importance of producing specific content
Potential customers have different expectations indonesia whatsapp number database throughout their buying journey. Therefore, the way you nurture them must also be targeted. Someone who has not yet realized they have a problem cannot be approached in the same way as a lead who is determined to close a deal, you know?

The key to content marketing is persuasion; convincing someone to take an action (buy, subscribe, download, etc.). What changes is the tone of this constant flirting. A good tip to enrich your knowledge on the subject of persuasion is the bestseller 'Influence: The Psychology of Persuasion' by Robert B. Cialdini.

Top of the funnel content
The top of the sales funnel is the stage with the highest volume of content (80% of what you produce – the remaining 20% ​​will be distributed between the middle and bottom of the funnel stages).

This is where you will dedicate your efforts to attract strangers and convert them into visitors to your website/blog. Visits to your channels usually come from Google searches or social media shares .

Content aims to nurture and gain people's interest. This is the first step in getting the persona to move forward through the purchasing journey. It's not about talking about your company or the service you provide, much less selling.

Imagine you have a language school. At the top of the funnel, your content will not highlight class packages, monthly plans or your presence in the market. The approach will focus on topics such as “why it is important to know another language” or “tips for learning English in your daily life”, for example.

Blog posts (large but shorter posts, around 500 words), infographics, podcasts, e-books, videos and live streams are formats that work well at this stage.

Middle of the funnel content
When the persona reaches the middle of the sales funnel, it is because they have already become aware that they have a problem and are starting to research solutions. This is why this stage is known as consideration. The visitor to your website is now a lead . They are closer to becoming a customer.

This is the time to showcase the attributes of your solution. If at the top of the funnel, the goal is to attract interest, in the middle of the funnel it is to convert. Therefore, the posts are longer and more in-depth, with data, research results and juicy details.