Brands should adopt full-funnel marketing to match the consumer journey

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 01, 2019, 4:54 PM UTC

Tailored content for each stage provides consumers with a seamless and consistent experience.

Full-funnel content marketing strategy allows brands to create specific content for each stage of the consumer journey. Creating content like social media posts and blogs at the top-of-the-funnel, where consumers first discover the product can help marketers raise brand awareness.

Once consumers are aware of the brand, marketers should nurture the leads mid-funnel by creating downloadable content like white papers and e-books. Positioning the brand as the solution for people’s challenges can help consumers move further down the marketing funnel.

At the bottom-of-the-funnel, content like testimonials can help the brands inspire confidence in consumers to make a purchase. The author contends that marketers should follow-up by crafting content like email campaigns to build loyalty and maintain long-term relationships with customers.

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