The majority of online content that users engage with, is designed to get them to do something, such as click a link, upvote a message, download a report, sign up for a trial, and so on. However, those who engage with marketing content aren’t always willing to respond on the spur of the moment; as a result, it’s critical to see conversion as part of a broader Buyer journey and design the content marketing touchpoints accordingly.
Brands need a well-thought-out content marketing funnel in which each piece of content plays its assigned role to lead potential customers in the right direction.
The value of content marketing as the most effective brand communication tool has been reaffirmed because of COVID-19. The pandemic has also increased the competition for consumer attention at each funnel point.
At the same time, because of major fluctuations in qualitative metrics triggered by hysteria and lockdowns, marketers were deprived of their usual content performance benchmarks. Many companies are now watching their customers’ actions and adjusting their value propositions, perspectives, and preferences on the fly.
Let’s take a closer look at the challenges and the potential solutions and indicators that can help brands adapt to the new normal.
Dealing with Information Overload – A Top-of-the-Funnel (TOFU) Challenge
As per a 2021 Datareportal global overview report, 4.7 billion people spend up to seven hours a day online, with 63 percent of them looking for information. As marketers attempt to capitalize on the potential that these statistics indicate, they begin to produce a flood of similar content, resulting in an overload. Users suffer from decision burnout when they are forced to choose between thousands of identical choices. Alternatively, they become highly selective and ignore something that isn’t persuasive beyond comparison.
Brands must break down all of the website content by funnel stages to ensure that the amount of TOFU content they have corresponds to the amount of traffic they expect to drive.
They should also examine their keyword rankings to see if they are still ranking for their target keywords and if they are still important to their target audience.
Building Connections – A Middle-of-the-Funnel (MOFU) Challenge
Another concept that was negatively affected by the pandemic was brand engagement.
Given that 75% of Americans left their brands as a result of the pandemic, it has become even more difficult for brands to establish new relationships with prospects.
Convenience and value were the primary motivators for this shift in shopping behavior. Brands can use this information to rethink their brand voice and messaging in order to build and offer a seamless and engaging experience.
Showcasing Value – A Bottom-of-the-Funnel (BOFU) Challenge
Despite the fact that the lockdowns have resulted in a rise in online shopping, many businesses have recorded reduced marketing budgets, and many customers have seen a substantial drop in their income. As a result, consumers are more hesitant to sign up for products or services they would never use.
In this setting, brands must concentrate their marketing on demonstrating value in order to generate leads. They should aim to solve a problem with every piece of content they make. And it’s not just about the product’s value.
Each piece of content that a brand creates must have a clear and measurable target, and it must be optimized for conversion. They must begin monitoring those objectives in order to ensure that all previous funnel stages are covered and that the buyer path is smooth.