A lot of content we absorb online has a very specific goal: to buy, sign up or learn more. Most of the content we digest and engage with every day is a part of the content marketing funnel. This is a multi-tiered process that moves people from being aware of a service or product to estimating your product and finally making the target action. The successful content marketers are masters at creating search engine friendly content that supports their marketing funnels.
Generating leads and traffic is a high-priority task of most marketers. But leads and traffic don’t mean just to buy something, people come to learn more and educate themselves. This is why businesses need to determine the right content marketing funnel.
Businesses need to find out more about their target customers to better understand them and create successful content strategies that can attract them at every stage of the buyer’s journey.
Make sure that content and SEO tightly correlate. So, if you want to create effective content, you should integrate the best SEO practices to be found in search results. The best way to do that is to identify the search intent of the users.
Maria Monroy from LawRank says that besides relevance, meaning, and context, Google also takes into consideration the search intent to improve semantic searches. So, once you understand the way users search and the search terms they enter, you can exactly define which stage of the content marketing funnel people are currently at, and optimize your content for search intent.
To understand how your content copes with the overall consumer journey from awareness to purchase, here’s the guide to creating search engine friendly content for each stage of the marketing funnel.
This is the first stage of the content marketing funnel. Potential customers want to learn more about your brand and what services you provide. They might have seen your ads on Google or social media visited your website or followed your pages. They have already interacted with your brand somehow, it’s time to focus more on educating your audience about your brand.
Content goal: Brand recognition.
Getting to Google’s featured snippets will…