{"id":5116,"date":"2022-08-14T11:17:14","date_gmt":"2022-08-14T11:17:14","guid":{"rendered":"https:\/\/bluecoral.vn\/?p=5116"},"modified":"2022-08-15T09:33:55","modified_gmt":"2022-08-15T09:33:55","slug":"formats-and-the-funnel-how-17-content-marketing-formats-align-with-lead-generation","status":"publish","type":"post","link":"https:\/\/bluecoral.vn\/vn\/formats-and-the-funnel-how-17-content-marketing-formats-align-with-lead-generation\/","title":{"rendered":"Formats and the Funnel: How 17 content marketing formats align with lead generation"},"content":{"rendered":"

In many ways, web content helps the lead generation process.<\/p>\n

Some content increases awareness and draws your audience closer to you. Other material increases confidence and generates leads directly. We all eventually come to understand how particular material affects particular funnel segments.<\/p>\n

For both you and your visitor, the format of the material plays a significant role in the outcome. Case studies, list posts, and blog entries all have various formats and produce quite diverse marketing results.<\/p>\n

Format follows function.<\/h4>\n

So the content marketer can make strategic choices about formats and create content specifically to strengthen different parts of the funnel.<\/p>\n

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Quick note: The \u201clead generation funnel\u201d is simply a way to think about the steps your audience takes on their way to becoming a lead. Of course, it\u2019s not linear. Human behavior is chaotic and people are all over the place. But it\u2019s useful for our purposes here. Hate the idea of funnels? Then you\u2019ll like\u00a0Drew Davis\u2019 alternative model<\/a>. It\u2019s smart.<\/em><\/p>\n

Let\u2019s take a look at the specific content formats and how they align with funnel stages.<\/p>\n

Top of the funnel: Content formats for traffic and\/or awareness<\/h2>\n

Marketing goals: Brand awareness and visibility. Increase traffic. Establish general relevance.<\/em><\/p>\n

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These top of funnel (TOFU) formats make you more visible, but similar to billboards and TV advertising, they don\u2019t always reach the target audience. In content marketing, this inefficiency isn\u2019t a huge concern because we aren\u2019t paying for the reach. There is waste (high bounce rates), but it\u2019s inexpensive waste.<\/p>\n

Diagnosis<\/strong>: If your conversion rate from visitors into leads is 2% or more, but topline traffic is low, there is a weakness at the top. Any content marketing that involves these formats will help.<\/em><\/p>\n

1. Search optimized blog articles<\/h3>\n

You may have a few of these already. They attract lots of traffic over long durations of time. There\u2019s no denying that they drive awareness of the brand (these visitors are on your site after all) and\u00a0\u201cshare of search\u201d is actually 83% of a brands \u201cshare of voice.\u201d<\/a>\u00a0Search visibility is brand visibility.<\/p>\n

But let\u2019s be honest, if the page is ranking for a purely information-intent keyphrase, these are some very low-intent visitors.<\/p>\n

How do keyphrases indicate intent? See our\u00a0keyword research guide.<\/a><\/p>\n

2. Social media videos<\/h3>\n

The social platforms love video. Because video keeps visitors engaged, social media algorithms push social content to the top of everyone\u2019s social streams. Videos that are clever in the moment or consistent over time can create a ton of visibility, especially practical tips and counter-narrative opinions.<\/p>\n

But remember, visibility and website traffic aren\u2019t always the same thing. Never expect high click through rates from social.<\/p>\n

3. Infographics<\/h3>\n

They\u2019re visual and practical, two factors that correlate with sharing and engagement. They\u2019re more scannable than text-based content, so visitors may be more likely to come take a look. When combined with a little research and outreach, they can also drive press mentions and links.<\/p>\n

4. Round ups and interviews<\/h3>\n

Clickthrough rates are high when the headline sounds like a list post (as with a roundup) or mentions an influencer (as with an interview). And any content created in collaboration with others may drive more shares if co-promoted with the collaborators. That\u2019s called\u00a0ego bait<\/a>.<\/p>\n

5. Guest posts<\/h3>\n

They have already gathered up the audience you\u2019d like to reach. So rather than build that audience yourself from scratch, borrow access by writing for these publications. Beyond the immediate visibility, guest posts lead to follower growth (social) and links (SEO).<\/p>\n

Take the time to build relationships with editors and that one-time post can turn into an ongoing collaboration (a regular column). That means lots of visibility, if not website traffic, over time.<\/p>\n

Middle of the funnel: Content formats long game players<\/h2>\n

Marketing goals: Keep in touch over time. Demand generation. Connect with tire kickers. Email list growth.<\/em><\/p>\n

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These middle of funnel (MOFU) formats are about the long game. They keep your audience engaged. These types of content are especially important when sales cycles are long and multiple decision makers are involved.<\/p>\n

Diagnosis<\/strong>: If visitors aren\u2019t returning, your email list isn\u2019t growing, and you\u2019re not seeing regular referrals for your services, there is weakness in the middle of the funnel. Try these tactics and topics\u2026<\/em><\/p>\n

6. How-to articles<\/h3>\n

When blog topics are directly related to the services you offer, they move into the middle of the funnel. These often attract DIY visitors who really just want to solve their own problems.<\/p>\n

But they see your expertise. You\u2019re now a valued resource. They may give up trying to do it themselves and come back. Eventually they may hire or refer you.<\/p>\n

7. How-to videos<\/h3>\n

Similar to articles, but in a more engaging format. Video is inherently more personal, more memorable and better at building trust. Combine them with search optimized posts and\u00a0your YouTube strategy is an automatic success<\/a>.<\/p>\n

8. Original research<\/h3>\n

Research is the one format that truly makes the website the primary source of new information. It\u2019s also a powerful format for winning mentions, press and links.<\/p>\n

It\u2019s strong in the mid-funnel when it\u2019s repeated annually and\u00a0aggressively promoted<\/a>. Eventually, your website becomes an important industry resource. That repeat traffic and trust is what the mid-funnel is all about.<\/p>\n

9. Gated guides<\/h3>\n

The workhorse of every marketing automation program, gated content is designed to move the visitor down through the funnel. You give them some value, they give you their email address to get more value.<\/p>\n

The \u201clead magnet\u201d that triggers this transaction is usually a download of a long form guide.<\/p>\n

Mini rant: An email address is not a lead, no matter what you\u2019ve read. A lead is someone who has indicated they may need your services. A lead is an inquiry, ready to be qualified. An email address traded for a PDF file is not a lead.<\/em><\/p>\n

10. Welcome series email<\/h3>\n

The next format in the process is email. Once they shared their address, you send a series of emails with links to more goodies and maybe even a straightforward sales message. It all happens automatically. It\u2019s set up within the marketing automation system or the email service provider.<\/p>\n

These are great for deepening engagement because this new subscriber was recently interested in something you published. Use the opportunity to promote your hardest working content.<\/p>\n

11. Webinars and live events<\/h3>\n

Live formats are brilliant opportunities to repurpose high-performing articles, roll out research or collaborate with influencers.<\/p>\n