B2B Content Marketing Funnel: Attract, Nurture & Convert Leads
According to a recent survey, about 97% of businesses confirmed generating positive results from content marketing, a 6% increase from a similar study conducted 12 months prior.
However, businesses must have a well-crafted content marketing funnel to help them attract, nurture, and convert potential clients.
But what is a content marketing funnel?
It is a framework for creating content that caters to various stages of the buyer journey. By providing ‘useful’ content to help potential customers address their pain points, you establish a relationship with them that you can leverage to win them over.
In this article, you’ll learn how to create a B2B content marketing funnel that keeps your target audience engaged throughout the buyer journey.
Implementing a content marketing strategy is time-intensive, which may reduce your focus on core business functions. As such, we recommend outsourcing the function.
At Crackerjack Marketing, we have 14+ years of experience providing B2B content marketing services to businesses across various niches. We follow a thorough six-step process to customize B2B content to your business needs and increase the quality of the generated leads.
Book a free consultation to learn how we can help you develop a winning content marketing strategy!
Content Marketing entails creating and sharing content, such as videos, infographics, podcasts, and articles, to stimulate interest in your products.
Here’s why B2B content marketing is worth it:
“Are B2B and B2C content marketing the same?”
No. While both content strategies aim to generate leads, they are different in several ways:
When B2B clients identify a pain point, they seek to address it to mitigate the implications on their operating efficiency and profitability. The process they go through, from searching online to ordering the solution (product), can be turned into a conversion funnel.
A marketing funnel aims to provide engaging content at all stages of the buyer journey.
Let’s discuss the main phases of a B2B content marketing funnel:
When looking to attract potential leads, your content should focus on creating organic awareness about your brand. You want to get noticed by clients (businesses) that could use your products to address their pain points.
However, the content should not promote your products directly. Instead, aim to generate leads by educating the target audience about your industry, including current and forecasted trends.
Examples of content in the attraction stage include:
At this point, businesses are aware of underlying pain points and are actively seeking solutions. Additionally, they know about your offerings but are also considering solutions from your competitors.
When looking to nurture potential leads into paying customers, prioritize content that helps you build relationships with potential clients.
Examples of suitable content for this phase include:
Clients in the conversion phase of your content marketing funnel are seriously considering committing to your business.
However, they need a final nudge to take the target action, such as scheduling a one-on-one consultation with your business.
As such, your content should be conversion-focused and aim to convince customers to take action (order your product) while they’re on your website.
Leverage transactional keywords and phrases, including:
Here’s a step-by-step guide for creating a winning content formula for your B2B marketing funnel:
Understand the type of clients you want to attract, including their interests and pain points. You can engage the prospects through surveys or analyze feedback to understand their needs and challenges.
This should help you create buyer personas for potential clients at each stage of the marketing funnel.
Identify SMART (specific, measurable, achievable, relevant, time-bound) goals for your B2B content marketing funnel. Map the goals to specific funnel stages.
For example, your content goals for the conversion phase could be to increase demo sign-ups by 30% over six months. This goal meets the SMART criteria, which is essential for tracking performance.
First, map out the customer journey and identify key points where your prospects interact with the content marketing funnel. Secondly, establish the type of content potential leads need to progress from one touchpoint to the next.
With this insight, you can create content that helps you nurture relationships with your target audience and convince them to proceed to the conversion phase.
Pro Tip: Identify how customers switch across channels based on the information they need and where they are in the content marketing funnel. Leverage this information to curate your content to your potential client’s needs, creating a basis for a value-based relationship.
Tailor content for each funnel stage based on the personas you created. Utilize various content types to enhance engagement and keep the prospects in the funnel.
For example, you can publish blog posts and infographics to attract your prospects’ interest, hold webinars to help you nurture the leads, and finally offer demos and free trials for effective conversions.
Craft concise CTAs that compel prospects to take the target action. Avoid pushy or aggressive CTAs, as they could cause potential leads to disengage.
Instead, highlight the expected gains the audience will reap from completing the action.
For example, for a blog CTA, you can highlight 2-3 of your USPs and then request them to sign up for a 7-day free trial to experience the benefits first-hand.
Evaluate how the audience interacts with the content, including impressions, comments, shares, engagement rates, and the completed target actions.
Also, identify potential bottlenecks in the content marketing funnel that could cause the prospects you had attracted to drop off and find ways to address the issues.
As you can see, creating an effective B2B content funnel requires tremendous effort. But you don’t have to do it alone.
At Crackerjack Marketing, we can streamline your B2B content marketing strategy. We humanize your B2B content and magnetize your conversion funnel so it connects with your target audience.
You could have an air-tight content marketing funnel strategy, but one misstep could turn your efforts futile.
Below are common mistakes brands make with their B2B funnel strategies and how to avoid them:
Below are proven methods for implementing an effective B2B content marketing strategy:
Here are some common questions about B2B content marketing funnel strategy:
Tracking content performance requires identifying relevant metrics, integrating an analytics tool, and mapping the data. The metrics vary depending on the funnel stage:
The best way to ensure your content resonates with decision-makers and influencers is to personalize it to their interests:
LinkedIn is an effective tool for sharing B2B content to generate leads and nurture potential clients. Here’s how to use LinkedIn for B2B content marketing:
To wrap up, B2B content marketing doesn’t merely mean churning out material and hoping something sticks.
It’s about creating content that attracts your prospects’ attention and helps you nurture the relationships until they convert into paying clients. To achieve this, your content must be relevant to your target audience and address their information needs. This means brands cannot use a generic approach and hope to generate quality clients.
That’s why, at Crackerjack Marketing, we avoid templatized content at all costs. Instead, our focus is on helping you tailor the content to your buyer personas for maximum engagement and ROI.he content to your buyer personas for maximum engagement and ROI.
Contact us today, and let’s work together to revamp your brand!
STEPHANIE SCHWAB
CEO & Founder
Stephanie is the Founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Categories
According to a recent survey, about 97% of businesses confirmed generating positive results from content marketing, a 6% increase from a similar study conducted 12 months prior.
However, businesses must have a well-crafted content marketing funnel to help them attract, nurture, and convert potential clients.
But what is a content marketing funnel?
It is a framework for creating content that caters to various stages of the buyer journey. By providing ‘useful’ content to help potential customers address their pain points, you establish a relationship with them that you can leverage to win them over.
In this article, you’ll learn how to create a B2B content marketing funnel that keeps your target audience engaged throughout the buyer journey.
Implementing a content marketing strategy is time-intensive, which may reduce your focus on core business functions. As such, we recommend outsourcing the function.
At Crackerjack Marketing, we have 14+ years of experience providing B2B content marketing services to businesses across various niches. We follow a thorough six-step process to customize B2B content to your business needs and increase the quality of the generated leads.
Book a free consultation to learn how we can help you develop a winning content marketing strategy!
Content Marketing entails creating and sharing content, such as videos, infographics, podcasts, and articles, to stimulate interest in your products.
Here’s why B2B content marketing is worth it:
“Are B2B and B2C content marketing the same?”
No. While both content strategies aim to generate leads, they are different in several ways:
When B2B clients identify a pain point, they seek to address it to mitigate the implications on their operating efficiency and profitability. The process they go through, from searching online to ordering the solution (product), can be turned into a conversion funnel.
A marketing funnel aims to provide engaging content at all stages of the buyer journey.
Let’s discuss the main phases of a B2B content marketing funnel:
When looking to attract potential leads, your content should focus on creating organic awareness about your brand. You want to get noticed by clients (businesses) that could use your products to address their pain points.
However, the content should not promote your products directly. Instead, aim to generate leads by educating the target audience about your industry, including current and forecasted trends.
Examples of content in the attraction stage include:
At this point, businesses are aware of underlying pain points and are actively seeking solutions. Additionally, they know about your offerings but are also considering solutions from your competitors.
When looking to nurture potential leads into paying customers, prioritize content that helps you build relationships with potential clients.
Examples of suitable content for this phase include:
Clients in the conversion phase of your content marketing funnel are seriously considering committing to your business.
However, they need a final nudge to take the target action, such as scheduling a one-on-one consultation with your business.
As such, your content should be conversion-focused and aim to convince customers to take action (order your product) while they’re on your website.
Leverage transactional keywords and phrases, including:
Here’s a step-by-step guide for creating a winning content formula for your B2B marketing funnel:
Understand the type of clients you want to attract, including their interests and pain points. You can engage the prospects through surveys or analyze feedback to understand their needs and challenges.
This should help you create buyer personas for potential clients at each stage of the marketing funnel.
Identify SMART (specific, measurable, achievable, relevant, time-bound) goals for your B2B content marketing funnel. Map the goals to specific funnel stages.
For example, your content goals for the conversion phase could be to increase demo sign-ups by 30% over six months. This goal meets the SMART criteria, which is essential for tracking performance.
First, map out the customer journey and identify key points where your prospects interact with the content marketing funnel. Secondly, establish the type of content potential leads need to progress from one touchpoint to the next.
With this insight, you can create content that helps you nurture relationships with your target audience and convince them to proceed to the conversion phase.
Pro Tip: Identify how customers switch across channels based on the information they need and where they are in the content marketing funnel. Leverage this information to curate your content to your potential client’s needs, creating a basis for a value-based relationship.
Tailor content for each funnel stage based on the personas you created. Utilize various content types to enhance engagement and keep the prospects in the funnel.
For example, you can publish blog posts and infographics to attract your prospects’ interest, hold webinars to help you nurture the leads, and finally offer demos and free trials for effective conversions.
Craft concise CTAs that compel prospects to take the target action. Avoid pushy or aggressive CTAs, as they could cause potential leads to disengage.
Instead, highlight the expected gains the audience will reap from completing the action.
For example, for a blog CTA, you can highlight 2-3 of your USPs and then request them to sign up for a 7-day free trial to experience the benefits first-hand.
Evaluate how the audience interacts with the content, including impressions, comments, shares, engagement rates, and the completed target actions.
Also, identify potential bottlenecks in the content marketing funnel that could cause the prospects you had attracted to drop off and find ways to address the issues.
As you can see, creating an effective B2B content funnel requires tremendous effort. But you don’t have to do it alone.
At Crackerjack Marketing, we can streamline your B2B content marketing strategy. We humanize your B2B content and magnetize your conversion funnel so it connects with your target audience.
You could have an air-tight content marketing funnel strategy, but one misstep could turn your efforts futile.
Below are common mistakes brands make with their B2B funnel strategies and how to avoid them:
Below are proven methods for implementing an effective B2B content marketing strategy:
Here are some common questions about B2B content marketing funnel strategy:
Tracking content performance requires identifying relevant metrics, integrating an analytics tool, and mapping the data. The metrics vary depending on the funnel stage:
The best way to ensure your content resonates with decision-makers and influencers is to personalize it to their interests:
LinkedIn is an effective tool for sharing B2B content to generate leads and nurture potential clients. Here’s how to use LinkedIn for B2B content marketing:
To wrap up, B2B content marketing doesn’t merely mean churning out material and hoping something sticks.
It’s about creating content that attracts your prospects’ attention and helps you nurture the relationships until they convert into paying clients. To achieve this, your content must be relevant to your target audience and address their information needs. This means brands cannot use a generic approach and hope to generate quality clients.
That’s why, at Crackerjack Marketing, we avoid templatized content at all costs. Instead, our focus is on helping you tailor the content to your buyer personas for maximum engagement and ROI.he content to your buyer personas for maximum engagement and ROI.
Contact us today, and let’s work together to revamp your brand!
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STEPHANIE SCHWAB
CEO & Founder
Stephanie founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Join 5,000+ marketers who receive our B2B marketing ideas and insights each week.
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