[et_pb_section fb_built=”1″ _builder_version=”4.16″ da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n
Content marketing is a strategic process that guides potential customers from their first encounter with your brand all the way to becoming loyal, paying customers. Today, we\u2019ll show you how to build your own content marketing funnel, create content for each stage of the funnel, and turn your marketing efforts into real sales results. Buckle up! You\u2019re about to receive a fast-track delivery of valuable insights!<\/strong><\/p>\n Every effective marketing strategy today is based on a well-constructed content marketing sales funnel. The days of random blog posts and generic social media adverts are long gone. Now, it\u2019s all about targeted content that meets the needs and mindset of your target audience at every stage of the buying process.<\/p>\n The most effective content marketing funnel generates leads, nurtures them, builds trust, and ultimately converts them into loyal (read: paying\ud83d\ude03) customers. So, how can you use the content marketing funnel to support your sales team and generate revenue?<\/p>\n After publishing an article about the content marketing strategies of three global giants-Michelin, Pirelli, and Guinness-our subscribers were genuinely surprised. Not many knew the fascinating stories behind these brands\u2019 marketing efforts.<\/p>\n The article hasn\u2019t been translated into English yet, but here\u2019s the essence:<\/strong><\/p>\n These are incredibly uplifting stories, but… how do you translate this into concrete content marketing activities in your company?<\/strong> First, you need to understand what exactly Michelin, Pirelli and Guinness’ plan was based on. That’s why in this article we analyze their actions and introduce the concept of the content marketing funnel.<\/p>\n Additionally, at the end we present a story from Poland – a brand, which thanks to brilliant content marketing surpassed the success of “Harry Potter”.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n Content, if it is to support your company and not just serve as pure entertainment, should be embedded within a content marketing sales funnel. This funnel closely mirrors the stages of the traditional sales funnel, making it an invaluable support for your marketing team and sales reps alike.\u00a0<\/p>\n Typically, we address our marketing materials to customers who:<\/strong><\/p>\n Content funnel analysis helps you understand why your content marketing isn’t bringing in customers.<\/strong><\/p>\n Often marketers have a weakness for one type of content. So they create a lot of texts, which educate about their solution but almost no content that convinces people to buy.<\/p>\n So, the content is like a salesperson who arranges a lot of meetings with potential clients, but at the meeting does not know how to convince the client to choose the company being represented.<\/p>\n Another common mistake is creating texts that convince to purchase, without prior education about the solution. Then the marketers are like a salesperson who wants to push a product to the customer who does not understand why they need it.<\/p>\n In order not to make such mistakes, it is worth analyzing your content, see where there are gaps and focus on filling them.<\/p>\n <\/p>\n The content funnel is divided as follows:<\/strong><\/p>\n [\/et_pb_text][et_pb_code disabled_on=”on|on|on” _builder_version=”4.16″ disabled=”on” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ locked=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/04\/lejek-na-strone-1-tofu-mofu-bofu.jpg” align=”right” _builder_version=”4.27.4″ hover_enabled=”0″ global_colors_info=”{}” alt=”content marketing sales funnel” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ custom_padding=”2px|||||” global_colors_info=”{}”]<\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n In To-Fu<\/span><\/strong> (Top of the Funnel)<\/strong> we show the customer that there is a solution to their problem.<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n In Mo-Fu<\/span><\/strong> (Middle of the Funnel)<\/strong>, we help the customer compare different options on the market.<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n \u00a0In Bo-Fu<\/span><\/strong> (Bottom of the Funnel)<\/strong> we prove to the customer that our solution is the best.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Top of Funnel<\/strong><\/span> <\/span>is the widest part of the funnel. At this stage of the funnel, your content is meant to reach the broadest group of customers.<\/p>\n If you want to create To-Fu content, you need to think about why the customer is buying your product. What problems or needs does the customer have? What does the customer really care about?<\/p>\n <\/p>\n The answers are often not obvious.<\/p>\n Michelin<\/strong> didn’t sell tires, but the opportunity to visit interesting places.<\/p>\n Guinness<\/strong> didn’t sell beer, but time well spent with friends.<\/p>\n Pirelli<\/strong>, instead of tires, sold the feeling that you are getting the best possible quality.<\/p>\n <\/p>\n That’s why it’s not surprising the content they created.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/04\/tofu.jpg” _builder_version=”4.27.4″ hover_enabled=”0″ global_colors_info=”{}” alt=”content marketing sales funnel” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Michelin <\/span><\/strong><\/span>created a Guide to help people visit interesting places. The Guide was only about good restaurants, so it further positioned the company’s brand.<\/span><\/p>\n Guinness <\/span><\/strong><\/span>collected world records in one place in the form of a Book, so its customers could use it to check the results of lively bar discussions.<\/span><\/p>\n Pirelli <\/span><\/strong><\/span>produced a high quality calendar each year. It met the need for exclusivity of its partners and customers, further positioning its brand.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n Of course, To-Fu content can address much more tangible customer problems and needs.<\/p>\n At ExplainVisually, an example of To-Fu content is the text “4 unobvious reasons that make your offer land in the basket”<\/a>. It explains why salespeople today find it hard to sell, and how to design offers to achieve success. The article dives deep into the real reasons why clients reject offers (often without ever telling you the truth). It shows that sometimes the problem is not your product or price, but things like the curse of knowledge (when you assume your customer understands your jargon), not reaching the right decision-makers, or failing to stand out from competitors.<\/p>\n \u200b<\/p>\n Mo-Fu is a slightly narrower part of the funnel, so your content needs to be more targeted as well.<\/p>\n If a customer knows they have a problem or challenge, they want to make sure that the proposed solution will help to achieve their goal.<\/p>\n At this stage, if you are already talking about the product \u00a0in a broader context.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/04\/mofu-lejek-kontentowy-content.jpg” _builder_version=”4.27.4″ hover_enabled=”0″ global_colors_info=”{}” alt=”MoFu” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Michelin<\/strong> <\/span>– YouTube video ‘How different tire designs affect tire performance’.<\/span><\/p>\n Guinness<\/strong> <\/span>– an article showing the advantages of dark beers, with Guinness in the background of course.<\/span><\/p>\n Pirelli<\/strong> <\/span>– a series of infographics showing how different types of wheels and tires affect braking distances, using Pirelli as an example.\u00a0<\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Bo-Fu is usually reached by the most persistent customers.<\/p>\n Therefore, this is the stage to focus on your product and its competitive advantage. This is also where you encourage the customer to contact your company.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/04\/bofu-lejek-kontentowy-content.jpg” align=”center” _builder_version=”4.27.4″ width=”69%” hover_enabled=”0″ global_colors_info=”{}” alt=”content marketing sales funnel” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n What would Bo-Fu look like in these three cases?<\/p>\n Michelin <\/span><\/strong>– Case Study of a trucking company that switched to Michelin tires and saved on tire wear,<\/p>\n Guinness <\/span><\/strong>– a blind tasting of Guinness beer (aka free trial),<\/p>\n Pirelli <\/span><\/strong>– an interview with rally driver about the reasons why they choose Pirelli tires.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Often when I talk about the content funnel, I hear some harmful simplifications.<\/p>\n For example, I’ve encountered theories that To-Fu is infographics, Mo-Fu is articles, and Bo-Fu is case studies.<\/p>\n And that’s wrong.<\/p>\n What matters is the goal you’re there to help the customer achieve. The format is secondary. Let’s look at a YouTube video in relation to this.<\/p>\n It can both initially educate the client about the solution (e.g. ToFu titled “What is content marketing”) and convince them to buy (e.g. BoFu titled “See how our content consultation helped the company double the number of leads”).<\/p>\n Of course, it’s worth juggling formats. There are people who don’t like to read, but will gladly watch a movie, and vice versa. However, in all of this you have to remember that the content funnel is ultimately about the goal you want to achieve.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” locked=”off” global_colors_info=”{}”]<\/p>\n A few years ago, LIDL’s marketing activities caused fear among Biedronka’s employees.<\/p>\n The company, looking to build loyalty in a very difficult grocery store market, bet on content.<\/p>\n Together with popular cooks – Pascal and Karol Okrasa among others – they created a series of cookbooks.<\/p>\n The idea was simple. The book contains recipes for dishes based on the store’s products, so it encourages customers to buy certain products.<\/p>\n The first cookbooks were addressed to people who wanted to eat well prepared fish or Polish dishes.<\/p>\n Their material helps to make a good decision (choose the right product) that will satisfy their customers’ need (to eat a good dinner).<\/p>\n And this is where LIDL could have stopped.<\/p>\n But some time ago they went a step further by creating content that broke all records.<\/p>\n They found that they needed to look at the problem more deeply. They addressed the need that unites practically all existing customers of the store, namely the desire to live more healthy.\u00a0They addressed the need that unites practically all customers of the store, namely the desire to live more healthy. This need could be fulfilled by eating healthy (using LIDL products, of course).<\/p>\n Since the topic was broader, LIDL did not stop at just recipes. Part of the book “Eat healthier” tells about the new food pyramid, dietary recommendations and nutritional value of fruits and vegetables. Only the second part of the book was about recipes for healthy, tasty and balanced meals.<\/p>\n So LIDL created To-Fu content, reaching the deep needs of most of its customers.<\/strong><\/p>\n The result? The circulation of the latest Lidl book reached 2 million copies.[1] For comparison, the record circulation of the last part of “Harry Potter” in Poland was… 630,000 copies.[2] The Lidl book surpassed Harry Potter three times.<\/p>\n To get the most out of your content marketing strategy, don\u2019t just trust your gut (believe us, we\u2019ve learned this the hard way ourselves\ud83d\ude05). Use tools like Google Analytics to track conversion rates, user behaviour and engagement at every stage of your funnel. Sometimes, even a small tweak in your landing page or call-to-action can work wonders, but you\u2019ll only know that if you keep a close eye on the numbers.<\/p>\n Keep an eye on which blog posts, landing pages and social media posts are generating the most marketing qualified leads and sales qualified leads. What really matters is whether your content is actually moving people down the funnel and turning them into potential customers.<\/p>\n Regularly collect customer feedback and run A\/B tests on your paid ads and email marketing. Sometimes, a subject line change or a different image in your ad can make all the difference. Don\u2019t be afraid to experiment. Even the biggest brands are constantly testing new ideas to see what really resonates with their target audience.<\/p>\n Look at the average time spent on your site and the bounce rate for your key funnel content. If people are leaving after a few seconds, it\u2019s a sign that something\u2019s off. Maybe your content isn\u2019t relevant enough, or your page loads too slowly.<\/p>\n Don\u2019t underestimate the power of social listening. Sometimes a single post can trigger a wave of engagement that\u2019s worth more than any paid campaign!<\/p>\n In short:<\/p>\n measure everything that matters,<\/strong><\/p>\n don\u2019t be afraid to ask your audience for their opinion,<\/strong><\/p>\n treat every result as a clue for further optimisation.<\/strong><\/p>\n Your content marketing funnel will thank you and so will your sales team!<\/p>\n Use social media ads and paid advertising to amplify your reach, target specific buyer personas, and generate leads.<\/p>\n Combine organic and paid strategies to maximize customer engagement and move potential customers through the funnel.<\/p>\n If you\u2019ve got an organic post that\u2019s performing like crazy (lots of comments, shares, or saves) don\u2019t let it fizzle out! Boost it with a bit of budget! Content that already resonates organically is much more likely to deliver results when you put paid support behind it.<\/p>\n Join in conversations, reply to comments, and show there are real people behind your brand. If you get involved, believe us, you will be in for a big shock yourself, how much trust and engagement you can build just by being present and human.<\/p>\n Analyzing your marketing campaigns from a funnel perspective lets you spot gaps and opportunities. Once you know which funnel stage needs more high quality content, you can create content that actually leads your target audience through the buying process and supports your sales team.<\/p>\n So, take a step back, audit your content, and start building your own content marketing funnel.<\/strong><\/p>\n The right content, at the right funnel stage, for the right buyer persona-that\u2019s the secret to turning content marketing efforts into real sales.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_button button_url=”https:\/\/explainvisually.co\/en\/portfolio-en\/” url_new_window=”on” button_text=”I want to see examples of visual content” button_alignment=”center” _builder_version=”4.16″ custom_button=”on” button_text_size=”16px” button_text_color=”#000000″ button_bg_color=”#f5d220″ button_border_color=”rgba(0,0,0,0)” button_border_radius=”34px” button_font=”||||||||” button_use_icon=”off” background_layout=”dark” custom_padding=”19px|64px|19px|64px” box_shadow_style=”preset3″ locked=”off” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ locked=”off” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_code _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n <\/p>\n [1] LIDL’s cookbooks: <\/span>https:\/\/handelextra.pl\/artykuly\/217957,lidl-wydal-8-ksiazke-z-przepisami-naklad-2-mln<\/span><\/a><\/p>\n [2] “Harry Potter”‘s reach<\/span><\/p>\n \u00a0<\/span>https:\/\/www.wirtualnemedia.pl\/artykul\/rekordowy-naklad-harry-ego-pottera<\/span><\/a>]<\/span><\/p>\nWhat Michelin, Guinness, and Pirelli teach us about the content marketing funnel<\/strong><\/h2>\n
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How to translate content marketing into sales<\/h2>\n
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\u00a0<\/h3>\n
To-Fu, the customer’s problems or deep needs<\/h3>\n
Mo-Fu, or different ways to meet customer needs<\/h3>\n
Bo-Fu, or why your product will meet those needs best…<\/h3>\n
Beware of misunderstanding the content marketing funnel<\/h3>\n
How LIDL beat Harry Potter in terms of circulation<\/h3>\n
So, it is a classic Mo-Fu.<\/strong><\/h4>\n
How to measure the effectiveness of Your content marketing funnel – practical tips<\/h2>\n
And one more thing!<\/h4>\n
Social media platforms \u2014 the role of social media marketing and paid advertising in Your funnel<\/h2>\n
And here\u2019s a little trick that\u2019s often overlooked<\/h4>\n
Don\u2019t be afraid to get social on social!<\/h4>\n
Build your own successful content marketing funnel<\/h2>\n
<\/h3>\n
Bibliography<\/span><\/h3>\n