Content marketing is emerging as the most efficient and cost-effective marketing strategy. For each dollar spent, it gives 3 times higher ROI compared to paid search, and it costs 62% less than traditional marketing.
91% of B2B marketers are using content marketing as their main lead generation and conversion tool. But you need an optimized B2B content marketing funnel to derive the best results.
Here, we have compiled the best content types and best practices that you should use to create your B2B content marketing funnel:
Top of the Funnel (TOFU): Awareness Stage
Your TOFU content should grab attention. It should attract people to your website and create awareness about your brand. At this stage, your content needs to be informative, helpful, and easily accessible.
Using social networking platforms is a good way to disseminate your content.
Your content can focus on any of the following:
- Challenges of your target audience and their solutions
- Insights and trends about your target audience’s industry
Best Content Formats: Blog posts, infographics, videos, guest posts, and ebooks tend to be most effective in the awareness stage. In fact, websites with blogs get 55% more traffic than those without it. And 62% of people actively seek out a product after they read a few blog posts about it.
Middle of the Funnel (MOFU): Evaluation Stage
Once your brand has created traction, your MOFU content will nurture prospects into sales leads. You will strengthen relationships with your prospects by offering them exclusive, premium content in exchange for their contact details, typically an email address.
Millennials explore and do deep research before committing to a brand. So your content at this stage needs to be credible and non-promotional. But it should subtly convey your product’s key USPs and advantages over competitor products.
Best Content Formats: Whitepapers, case studies, checklists, and guides are effective MOFU content types. Targeted, personalized emails also give good results. Research-driven whitepapers can establish a brand’s authority, according to 62% of B2B marketers.
Bottom of the Funnel (BOFU): Purchase Stage
By now, your prospects know your brand and have received a handful of compelling, free resources from you. Next, it is time to convert them into customers. You can use custom content to convince buyers that you are offering them the best value proposition.
Best Content Formats: Client testimonials, trials, demos, reviews, and case studies are most productive purchase stage content types.
B2B Content Marketing Funnel Creation Best Practices
The best content marketing funnels focus on the audience’s needs and not on self-promotion. 71% of consumers feel “turned off” by salesy content. So, 90% of successful B2B marketers prioritize their customers’ concerns when creating custom content.
It’s also advisable to segment your audiences into different personas. Then, personalize your content according to each persona’s needs. 77% of successful content marketers practice this.
Lastly, monitor your B2B content marketing funnel performance by using UTM parameters. Tools like UTM.io are great for creating UTM-tagged links in order to keep track of where your customers are coming from. You can get important data from analytics tools like Google Analytics or social media platforms like Facebook. Then you can use that information to validate and re-align your funnel based on your objectives.
Check out the infographic by UTM.io to learn more content marketing funnel creation and best practices.