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 includes keeping an eye on higher rankings in search engine result pages, growth in website’s first time visitors, and social metrics, including likes, followers, +1s, upvotes, etc. Awareness is vital since 93 percent of online experiences begin with a search engine. The following indicators measure consideration success: increased total pageviews, lower bounce rate, and social metrics. How do you drive consideration? Some tactics include “category level” webpage content, “long tail” blog posts, news articles, newsletters, FAQs, and white papers.
Of course, conversion success is one of the most important objectives of content marketing. Increased conversion rate is measured by sales or leads. After conversion, people share their experiences with others on blogs, social media, and community message boards. These discussions reference content, which builds links and positively impacts search and social media awareness.
To learn more about the content marketing conversion funnel, check out the infographic below presented by Brandpoint.