Content writing for different stages of your sales funnel

In this blog post you will learn how to do content writing targeting different stages of your sales funnel.

Every business has a well-defined sales funnel.

Your sales funnel is the journey that your typical customer or client takes, the various stages he or she goes through, before he or she eventually buys from you.

Unlike traditional marketing and advertising which is uni-directional, content marketing is multidirectional.

For better targeting, you need to do content writing for different stages of your sales funnel.

Typically, your sales funnel consists of the following people:

• Those who are totally unaware of your existence.
• Those who know about you but aren’t sure whether they want to do business with you or not.
• Those who know about you, would like to do business with you, but haven’t yet made up their minds.
• Those who know about you and want to do business with you.
• Those we have already done business with you.

Before the first category, you can also have people who neither know you and the sort of product or service you promote, nor they have any idea how their problem can be solved (assuming they are even aware of the fact that they have a problem).

For example, someone having problems with his or her search engine rankings but has no idea that this problem can be easily solved with high-quality content.

Read 5 Reasons Why Content Writing Is Important for SEO.

Why it is beneficial to do content writing for different stages of your sales funnel?

Everyone is trying to get more customers and clients.

It’s crowded out there.

More crowd means tougher competition.

Although constantly targeting customers and clients makes sense and sooner or later, you need to get onto that, but there is a vast number of people who may become your customers and clients but right now they are either unaware of what you are offering or they are dillydallying due to one reason or another.

Coming back to the example of someone having troubles with his or her SEO but doesn’t know that the problem can be solved with high-quality content.

To target this person, I need to write content (the above link that talks about the importance of content writing for SEO) that explains why good quality content is needed for better search engine rankings.

What about the person who knows that he or she needs good content for better SEO but isn’t sure of hiring my services?

For this person, I need to write content that showcases my content writing skills, especially vis-à-vis improving search engine rankings.

For the person who knows that he or she needs my services and is inclined towards becoming my paying client, I need to write content that constantly keeps in touch while he or she makes up his or her mind, through continuously writing quality content.

What about someone who has already availed by content writing services?

To him or her, I need to constantly show that I am reliable, I am available, and whenever he or she needs my services, he or she can contact me.

You can have similar content writing stages for your own business.

Here is an interesting write-up on How to format content marketing for the B2B conversion funnel.

The blog post has this graphic to explain the sales funnel for a B2B business scenario:

The importance of awareness and educational content writing in the context of the B2B market is magnified.

Before making B2B decisions, managers and executives prefer to go through lots of material because the stakes are very high. In the initial stage content writing may involve

• Articles and blog posts that offer very specific solutions for very specific business problems (good content for SEO, for example).
• Very niche, vertically focused answers to industry-specific questions.
• Case studies and white papers.
• Resource guides and FAQs.
• Tutorials.
• Research data.

Similarly, even in the B2B market, content writing for the sales funnel will be different for different stages.