How Rock Content Helps You Master the Inbound Marketing Funnel

For businesses looking to enhance their digital footprint, the struggle to scale high-quality content is real. You need to ramp up conversions and create more content, but at the same time maintain a high standard of writing.

We live in an era where online competition is fiercer than ever. Slipshod, low-quality content isn’t going to do you any favors.

That’s why we’re (re)introducing a game-changing concept: the content-driven inbound marketing funnel.

The inbound marketing funnel turns ‘push marketing’ tactics into highly successful ‘pull marketing’ solutions. From the customer’s first interaction to the customer’s final purchase, it creates a roadmap for your content so you can attract, engage, and delight your prospects.

But in order to create an effective marketing funnel, you must first understand the purpose and potential of each stage.

How can you use marketing funnels to your advantage?

We’re going to cover all this and more in our guide below.

But first: let’s explain what makes great content so hard to write.

Content Creation is ‘Simple,’ But Not ‘Easy’

In today’s digital landscape, content is king. However, producing high-quality content at scale is a daunting task for many businesses.

There are several unique obstacles standing in their way:

• The lack of a unified content strategy. This is where the inbound marketing funnel comes in (more on that later).
• A dearth of skilled content creators. There are many content writing generalists on the market today, but only a few content experts serving specific fields or industries.
• The inability to publish and manage content effectively. Maybe you don’t have a content calendar in place, or maybe your team is lacking a VA.
• Creating content that attracts, converts, and delights the audience. Only the most experienced copywriters know how to craft exciting, interesting, and engaging content. And since poor writing costs businesses billions, it’s in your best interests to craft well-written copy.
• The need for interactive content. Creating dynamic content often requires coding expertise, which is a skill not readily available in many content teams.

Businesses need a solution that not only helps them create high-quality content, but also streamlines their content management process so they can do more with less.

They also need guidance on how to strategically use this content to get more customers and delight their existing audiences.

Enter The Inbound Marketing Funnel

In an era marked by information overload, understanding the inbound marketing funnel matters more than ever.

The inbound marketing funnel is a customer-centric marketing strategy that aims at attracting customers through valuable content rather than traditional ‘push’ advertising techniques. It’s a strategic framework that visualizes the journey of a prospect turning into a lead, then a customer, and eventually a promoter.

This funnel is typically divided into three stages: top (TOFU), middle (MOFU), and bottom (BOFU). They sometimes go by three other names: awareness, consideration, and decision (respectively).

• In the awareness stage, potential customers are experiencing a problem or opportunity but aren’t sure what it is yet. They are searching for educational content to help them understand and define their problem.
• In the consideration stage, they fully understand their problem or opportunity and are now committed to researching and understanding all possible solutions.
• In the decision stage, they have determined their solution strategy or approach and are now compiling a list of possible vendors or products. This is around 1% to 10% of all inbound website visitors.

A well-utilized inbound marketing funnel assists businesses in understanding and meeting their potential customers’ needs at each stage of their buying journey. By providing valuable, relevant content tailored to each stage, businesses can transform website visitors into loyal customers.

Keep reading to learn more about the basic stages of the inbound marketing funnel.

Writing Content For Your Inbound Marketing Funnel

There are four things you can do with your inbound marketing funnel:

• Attract prospects
• Convert visitors into leads
• Close leads into customers
• Delight customers into promoters

Each step (or ‘stage’) creates an opportunity for customers to grow closer to your brand. With the right topic and call to action (CTA), you can build genuine connections between readers and your brand.

Let’s break it down into the three primary chunks:

Top-of-funnel Content

At the top (TOFU), you’re casting a wide net, aiming to attract as many individuals as possible. This is where your audience first interacts with your content.

Strategic creation and promotion of high-quality, engaging content can attract potential customers and establish your brand as a credible and reliable information source. This stage is your chance to make a strong first impression and set the tone for the subsequent stages in the funnel.

Middle-of-funnel Content

Moving into the middle (MOFU), the funnel narrows, and your focus shifts to nurturing the leads you’ve attracted.

At this stage, content must be tailored to answer more specific questions and address particular pain points.

Your goal is to build a relationship with potential customers, creating trust and establishing your brand as the go-to source for their needs.

Bottom-of-funnel Content

At the bottom of the funnel (or BOFU content), your leads are ready for conversion. This is your opportunity to make a strong, compelling case for your product or service.

Case studies, testimonials, and product demonstrations can be powerful tools here. This is also the stage where you close the loop by turning customers into advocates and promoters of your brand.

So now that you’re familiar with the types of content for each stage, what’s the best way to create quality content for your funnel?

Let’s look at some strategies below.

How to Write Quality Content in the Inbound Marketing Funnel

The heart of the inbound marketing funnel lies in the ability to write high-quality content. It also plays a pivotal role in attracting prospects by providing them with solutions to their problems (and demonstrating expertise in your field, of course).

“Partnering art and science in content marketing is the way to go to create strategies that have maximum impact,” says
Barbara von der Osten, a WriterAccess talent. “Be open to surprises and to making unexpected changes along the way.“

With that in mind, here are some ways to write quality content at every stage of your inbound marketing funnel:

• Offer valuable, relevant content in exchange for contact information. This allows your business to convert casual visitors into qualified leads.
• Write content that addresses specific needs and pain points of your audience. This could be ‘how to’ guides or comparison pieces.
• Convince leads that your products or services are the best solution for them. Try writing text-based product demos, publishing customer testimonials, creating case studies, and more.
• Write content that goes beyond the boilerplate. Consider writing ‘thank you’ emails, customer success stories, or educational content so existing customers know how to best use your products or services.

By continuously engaging your customers with valuable content, you’ll eventually turn them into loyal brand advocates. The more advocates you get, the more content you’ll need.

Thankfully, Rock Content can help you manage this at scale.

The Rock Content Method of Mastering the Inbound Marketing Funnel

Effectively utilizing the inbound marketing funnel is a significant challenge for many businesses. That’s why the team at Rock Content is here to help — we’re an industry leader in effective content generation.

Here’s how we make the inbound marketing funnel easy for thousands of businesses just like yours.

1. We curate incredible talent. By hiring professional freelancers through Rock Content, you gain access to a wealth of talent capable of producing high-quality content tailored to each stage of your funnel.
2. We put idea generation on autopilot. No more struggling with finding the right words or creating the perfect piece — you’ll have experts in your corner, ready to help you craft compelling blog posts, engaging social media updates, and powerful website copy that drives conversions.
3. We help you track freelancer performance. With our handy AI detector, you can track performance with ease. Then, you can make adjustments as necessary to optimize the results of each funnel stage.
4. We offer a code-free interactive content creation feature. Whether you want to create an interactive quiz or a dynamic infographic to educate your audience, Rock Content’s platform has got you covered.

Rock Content is the writing partner you need to boost content conversions and skyrocket your sales. You can say goodbye to the content calendar of yesteryear — with us, you’re one step closer to mastering the inbound marketing funnel.

Humanizing Your Inbound Funnel With Rock Content

Content and conversions are two sides of the same coin — and both are necessary for a successful business. An optimized inbound marketing funnel can help maximize your approach and lay the foundation for scalable content creation.

Of course, the funnel on its own won’t build genuine relationships with your customers. You first need to customize the funnel to fit your audience, then humanize your content’s tone and voice to create a connection where it counts.

So what about the AI vs human writer debate? At Rock Content, we believe this is a false dichotomy. We’ve helped hundreds of brands merge the two to create happier, healthier, more authentic brand relationships.

“That’s precisely why platforms like WriterAccess continue to thrive among marketers and brand owners,” says Diego Gomes, CEO and co-founder of Rock Content. “We recognize the value of human creativity and critical thinking, complemented by the power of AI tools.”

One of these tools is the WriterAccess Humanizer, designed to help your business scale and write meaningful content at the speed of AI.

Learn more about the benefits of WriterAccess Humanizer and start your free trial today.