Content marketing tactics—including blog posts, feature articles, optimized website copy, white papers, social media content, and press releases—can effectively move people through a conversion funnel by building brand awareness, supporting consideration, and converting people into leads and customers, as well as products and brand advocates.
Measuring awareness success involves tracking improved rankings in search engine results, an increase in new visitors to the website, and social metrics like likes, followers, +1s, and upvotes. Awareness is important because 93 percent of online experiences start with a search engine. The indicators for measuring consideration success include total pageviews going up, a lower bounce rate, and social metrics. So, how do you encourage consideration? Some strategies are creating “category level” webpage content, writing “long tail” blog posts, publishing news articles, sending out newsletters, answering FAQs, and developing white papers.
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Conversion success is a key goal of content marketing. A higher conversion rate is shown through sales or leads. After converting, people talk about their experiences on blogs, social media, and community forums. These conversations mention content, which creates links and boosts search and social media visibility.
To learn more about the content marketing conversion funnel, check out the infographic below presented by Brandpoint.
