A Content Marketing Funnel for Influencers

Why You Need a Content Marketing Funnel

• Aimlessly putting out content hoping for

the best

• Thinking social follow growth directly

impacts your business bottom line

• Thinking an increase in website pageviews

means your business is growing

Is this you?

What is a Content Marketing Funnel?

A content marketing funnel is a path that your customers travel

through. It starts the moment they become aware of your brand

and continues until after they make a purchase.

Different industries and experts have varying opinions on the

phases of the funnel however, there is a basic framework to a

customer journey that ultimately results in a sale and long-term

brand advocacy.

These phases create a customer journey that continues to build

trust with your audience and raise awareness of your brand.

With the pilfer of platforms its important to ascertain which to

focus on to effectively distribute your message. Using a funnel to

streamline your content marketing plan across your platforms

will ensure each piece of content not only provides value but

always is purposeful for your business goals.

Content Marketing Funnel Examples

It’s Not Always Linear

As you drive traffic throughout the funnel, it’s

important to note that although marketing funnels

appear to be linear, they can be more complex. Your

target persona might join mid way through, drop off

half way or approach from the bottom.

This is where your channel specific content plans,

consistency of publishing and uniformity of

message is key!

Buyer Persona

Personalisation within a marketing strategy directly contributes to conversion. In fact

over 50% of consumers (and rising) expect a brand offering to be personalised to

their needs. However to do so at scale is a tricky feat.

Using buyer personas to guide your content marketing plan allows for a better

granularity in content recommendations, ultimately increasing engagement, boosting

brand credibility and buyer trust - three things which are essential to convert your

audience into customers.

A buyer persona is a model of the target consumer for your product. By filtering down

into lifestyle specifics (such as demographic details, behaviours, goals, pain points,

and buying patterns etc.) it will become easier to think of your audience as real

people.

This in turn will give you direction of when, how and why you should communicate

with your audience in order to convert them.

But First, Who Are We Targeting?

1

Background

2

3 4

Education

Personal Technology

And where are they coming from?

Organic and Paid

Search

Organic and Paid

Social Referral Traffic Direct Traffic Retargeting

How potential customers find you

www

The Funnel According to CD

INTEREST

AWARENESS

NURTURE

PURCHASE

ADVOCACY

The FunnelThe funnel is broken down into these stages

After landing on your site & social channels

- this is where your target audience

discovers your knowledge by learning about

the foundation of the topic to which you

wish to provide a solution.

Here are a few methods…

AWA R E N E S S

• Blog posts • Social content • Podcasts • Videos • Lives

Examples

Once your content has been discovered,

this is where your audience demonstrates

interest by taking an initial and free action

(Email Address and/or Social Follow).

Here are a few methods…

I N T E R E S T

Email Address • Quizzes • Challenges • Email Series • Downloadables • Webinars

Examples

Social Follow • Value-based content • Consistent posting schedule • Desired aesthetic

Once actioning your initial insight, now is

the time to nurture the relationship with

your target customer

Here are a few methods…

• Tailored Content • User Generated Content • Case Studies • Testimonials

Examples

N U R T U R E

Upon taking advice and actioning, your

audience should be primed to begin taking

commercial suggestions relating to topics

previously covered in the funnel.

Here are a few methods…

Existing Product/Service • Consultation • Free Trial • Coupon • Demo • Introductory Offer

Recommendations • Product Recommendation • Brand Collaboration

ExamplesP U R C H A S E

After consistently nurturing your audience, the target

consumer will become advocates for your brand,

demonstrated by increased commenting, conversions per

user, tagging and content sharing.

Find ways to delight your brand advocate through

incentives and exclusive access.

A DVO C AC Y

Content Calendar

Stage In Funnel Content Name URL Platform Publish Date

Content Calendar

Track, Pivot, Track.

GOOGLE ANALYTICS01

02

04

05

03

FACEBOOK AD MANAGER

MAILCHIMP, FLODESK,

CONVERTKIT

INSTAGRAM ANALYTICS

FUNNELYTICS

Examples

Future Product or Service

ORGANIC SOCIAL > EMAIL CHALLENGE > TAILORED CONTENT > AFFILIATE PURCHASE> BRAND PARTNERSHIP

REFERRAL TRAFFIC > POPUP > NEWSLETTER > TAILORED CONTENT > AFFILIATE PURCHASE >>> OWN PRODUCT PURCHASE

ORGANIC SOCIAL >IG STORIES & POSTS > USER GENERATED CONTENT > AFFILIATE PURCHASE >>> OWN PRODUCT PURCHASE

PAID SOCIAL > DOWNLOADABLE > TAILORED CONTENT > TESTIMONIAL > AFFILIATE PURCHASE >>> OWN PRODUCT PURCHASE

ORGANIC SEO > LEAD GEN QUIZ > NEWSLETTER > CASE STUDY > AFFILIATE PURCHASE >>> OWN SERVICE PURCHASE

Existing Product or Service

ORGANIC SOCIAL > FACEBOOK AD > LEAD GEN QUIZ > CASE STUDY > CONSULTATION CALL > PURCHASE

ORGANIC SOCIAL > FACEBOOK AD > LEAD GEN QUIZ > CASE STUDY > CONSULTATION CALL > PURCHASE

ORGANIC SEO > POPUP > NEWSLETTER > LEAD GEN QUIZ > CASE STUDY > INTRODUCTORY OFFER > PURCHASE

IG LIVE WITH STRATEGIC PARTNER > ORGANIC SOCIAL > IG SWIPE UP > POPUP > NEWSLETTER > LEAD GEN QUIZ

> CASE STUDY > COUPON > PURCHASE

Resources• Buyer Personas

• Business Guide

• Subscriber List Building Ideas

• Keyword Persona Ideas

• Content Calendar

• Email Content Challenge

• All CD Resources

new!

Thank You!

chloedigital.com/resources

@chloeadelia @chloedigital