A content marketing funnel is a vital tool for transforming audiences into loyal customers.
Your content marketing funnel can start with search-based content (navigational) or question-based content (informational) this is followed by a transactional piece of content, this secondary related piece of content can be promoted through Facebook.
In this blog post, I will focus on how a Facebook ads strategy around content marketing help augment and amplify your content marketing funnel.
Content Creation
Content creation is the bedrock of your content marketing funnel. It's where you craft engaging and relevant materials such as blogs, videos, and infographics that resonate with your target audience. This stage is crucial because it's your first point of contact with potential customers.
The content you create is what attracts new visitors to your platform, and these visitors are the ones you can later retarget with Facebook ads.
Quality content creation is all about understanding your audience's needs and questions and providing value through your content.
When you create content that your audience finds useful and engaging, they're more likely to come back to you when they have further searches or questions on your topic.
Moreover, well-crafted content can establish your brand as a thought leader in your industry, building trust and credibility with your audience.
This trust is essential for the later stages of the content marketing funnel, as customers are more likely to engage with and purchase from brands they trust.
Content Promotion
Once you've created engaging and valuable content, the next step in the content marketing funnel is content promotion. This is where you amplify your content to reach a wider audience. There are various channels you can use for content promotion, but one of the most effective traffic sources for traffic is Facebook.
Facebook is a powerful platform for amplifying content promotion due to its vast user base and advanced targeting capabilities. Use Facebook's traffic campaign objective to drive more visitors to your most valuable posts.
By promoting your content on Facebook, you can reach a large and diverse audience, and you can use Facebook's targeting tools to ensure that your content is seen by the people who are most likely to be interested in it.
Engagement And Progression Through The Customer Journey
Engagement in content marketing is not just about likes, shares, and comments; it's also about guiding your audience through the customer journey.
In content marketing your content will serve different purposes. Some will be based on a search topic and thus will be navigational others will be more information and answer questions in your field.
The goal is to move new visitors from viewing or reading your initial content to viewing or reading content that is more shopping/transactional.
Facebook ads can play a pivotal role in this process. By promoting your different types of content pieces through Facebook ads, you can effectively guide your audience through their customer journey.
For example, you can use Facebook ads to promote an informational post to people who have engaged with a navigational post, or a shopping/transactional post to people who have shown interest in your informational content.
To do this you will need to create custom audiences of visitors who have visited certain posts. Then retarget these visitors with ads for the next post.
To learn how to do this you can read my post on creating custom audiences.
In this way, Facebook ads can help you move your audience from one stage of the customer journey to the next, boosting engagement and ultimately leading to higher conversion rates.
Facebook Ad Strategy: A Final Word On Facebook Ad Within Your Content Marketing Funnel
Related Content: The decision to move a customer via Facebook ads from a navigational or informational content piece to a transactional piece of content is on a case-by-case basis.
At times you may find that new visitors need to see multiple informational or navigational-based content pieces from you before they are interested in buying from you.
Dive into your Google Analytics to see how many posts a new customer needs to see before they take your desired action.
This type of data can help act as a guidepost in determining which type of post to show next.
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