Problem solving content makes sense for any business seeking to sell on the Internet because it answers the question of "why?" that so many businesses have. When a visitor comes to your site and asks themselves, "why should I consider using this?" and then your content shows a problem they can relate with and how it is solved with your product or service, the "why?" question is answered!
One of the key shifts in business over the last three years is the shift in use of technology by buyers in the pre-sales process. Whether the buyer is a business or a consumer, the key is that they are doing online research. They are educating themselves on problems, solutions, companies, and more via computer and mobile Internet searches. Therefore, it's important for each business to consider how their website and blog content meets the needs of these persons seeking answers.
Last week I introduced the web content sales funnel strategy. It shows there are 3 types of content needed including:
1. Socially Shareable Content of Value
2. Content that solves problems and converts to leads
3. Content that demonstrates value and closes the sale
We looked at the top end of the content funnel strategy. This was creating attractive, relevant content on your blog and website that was appealing to large audience segments, and which could help drive more overall traffic to your website. Content that is most likely to get shared includes items that are compelling, data backed, or which inspire.
This week we are looking at content that is geared for those visitors that have stayed to learn more. [FULL INFOGRAPHIC BELOW]
As well, we are looking at those that were searching for a solution to their business problem and found your site. This is the mid-funnel digital content area, meaning those not yet ready to purchase but those doing research online to find solutions and options that might work for them. These are solution and product seekers who are going to make a purchase from someone in the next 1-4 months.
With the top of the funnel, the goal is to increase overall traffic to the site. With this larger volume coming, a percentage will want to learn more about your product or services. Content for the mid-funnel, then, is content geared towards identifying how your products and services solve common problems that interested parties have. Mid-funnel content helps these visitors learn how your products and services solve pain points that they have, how your solution works, and what benefits they can expect.
The aim at this stage is to move those interested deeper into your content and sales pipeline funnel. This content keeps them on your site longer and educates them with specifics about not just your product but the benefits they can experience.
This type of mid-funnel content can be case study posts and "how to" posts that would have a email opt-in form at the bottom, or a callout to a ebook that is on a landing page. The landing page would also have a form for the visitor to complete to access the full ebook or more resources.
This mid-funnel segment of content is intended to help change anonymous traffic into known potential customers. The goal is to offer information that helps a visitor and causes them to want to know more. Content at this point can also include items like webinars, videos, email newsletter series and more. It is content that is helping interested persons identify with the problems you outline and understand the solution you provide.
By having landing pages and lead capture forms, a business is able to identify, via a email address, a potentially interested customer. This allows the business to continue to offer resources to them via email to help nurture and education them further. This answers the consumer questions and removes barriers and questions that may inhibit taking the final step to make a purchase.
The value of this overall content strategy is the focus on content in each specific area. Where general, industry specific helpful content can increase website traffic, the mid-funnel content outlined today helps move the visitor from unknown to a interested lead. Digital marketers should be evaluating their website and blog content to ensure they are offering each type to help meet visitors at varying stages of the purchase process.
Next week we will finish up the digital content funnel by looking at the bottom of the funnel, content that creates sales.