Organize your content strategy around the marketing funnel, as informed by your customer journey map, to ensure you are meeting user intent at every stage. CTAs should be dictated by the logical action that helps prospects progress forward.
#4. Integrate organic and paid marketing activities
A balanced and coordinated combination of organic and paid marketing helps a full-funnel strategy work. Use broad organic acquisition to fill the upper funnel and invest in paid media to generate demand, nurture prospects, and convert customers.
#5. Measure and optimize
As with any aspect of B2B marketing, rigorous and india telegram data relentless measurement will hold the key to success. Track the effectiveness of your content and ads relative to their specific funnel stages to keep optimizing for desired outcomes across the customer journey.
Which content works at different funnel stages?
The answer to this question will vary based on the brand, solutions and audience. However, a survey by Semrush (via Search Engine Journal) found that these content types are most effective at different marketing funnel stages. As you’d expect, educational content and resources are most popular at the top, while case studies and product information lead at the lower funnel.
“How-to” guide
Landing page
Infographic
Checklist
Ebook/White paper
Middle of Funnel Content:
“How-to” guide
Product overview
Case study
Bottom of Funnel Content:
Product overview
Customer review
Success story
70% of marketers say organic search is the most efficient channel in attracting traffic at the top of the funnel. (Search Engine Journal)