To state the pivotal role of good content when it comes to make your blog grow, never gets old. If we have previously talked about the importance of a having an effective content strategy to strength your blog brand, now we want to mention a new strategy that may help you analyze your content and creative process from a different standpoint: the funnel.
The term ‘funnel’ applied to marketing and consumer behavior was coined by General Motors a few decades ago. The funnel explains the different degrees of attention and involvement of a consumer throughout the decision-making process toward a buy corresponding the widest side on top, the first point of contact with the consumer, and the narrowed bottom, the final sale.
What we want to do here is to apply the funnel process to blog readers and their blog-reading behavior, and to take that into consideration while creating our content:
Upper level funnel: Awareness.
At this level, the main goal is to catch the reader’s attention, a reader that might have never heard about your blog. Promotion in social media can become your best tactic to achieve this: short and catchy phrases are crutial, so are good social media networking skills. Keyword tactics are great too: evaluate the most relevant keywords that can work best for the type of content you want to create, and stick to them. In a nutshell, social media and Google recognition would become the best assets to take your blog out of the corner.
Middle level funnel: Engagement
So, at this stage, the reader is already reading your blog. That’s where your content has to shine. Brilliant writing, beautiful pictures, original, personal and insightful content are key. Make sure that your blog posts have a consistent editorial line that represents your vision and mission statement.
Low lever funnel: Call to action
First of all, let’s define what our objectives are: Do you want to get followers? Do you want to have the readers participate on a giveaway or visit your client’s site? It is important to make sure you know what you want from your readers. Then, persuasion –without getting to pushy or aggressive- and transparency –while keeping the reader intrigued enough- are the most important elements. Practice makes perfect and post-analysis will give you the answers about what works best for you and your readers.
How do you like this funnel strategy as a way to create good blog-content?
Credit image: colourbox.com