Understanding the Content Marketing Funnel for Ecommerce Businesses

A lot of people are talking about “content marketing” as a new way to grow a business. What does it actually mean? How can you incorporate content into your ecommerce strategy and become more successful in 2018? Let’s go through the steps.

The “digital marketing funnel” is a tool that helps businesses understand how their content marketing efforts are performing. It’s important for businesses to understand the different stages of the funnel in order to optimize their campaigns.

“Investing time in your content marketing plan provides you the possibility to reap a larger reward than if you spend time on any other marketing or advertising techniques,” according to Inc. Content, in all of its forms, has the ability to enhance your bottom line consistently and dependably.

The majority (if not all) of other digital marketing methods are influenced by content. Content not only aids SEO by providing more information for Google to index, but it may also increase your domain authority, stimulate email signups, and drive new visitors to your site.

The more effort you devote to creating high-quality content, the more prospective consumers will trust you and see you as an authority in your subject, increasing their likelihood of completing a purchase, either immediately or later.

Funnels for marketing

That is where content Funnels for marketing come in. With the right strategy, you can position content for your site visitors at every stage of the buying cycle, nurturing them from their first click on your site all the way to a purchase. (and second, third, and fourth purchase!)

Content Funnels for marketing also help you measure the success and ROI on the pieces of content you create since you are creating content with a defined audience, and a defined goal for that audience. With a solid content marketing funnel in place, you can clarify your goals and ensure you are creating content that actually sells.

The term “funnel” was used in 1898 to describe a hypothetical buyer’s path from first encounter with a brand to purchase. It has subsequently evolved into the foundation of contemporary marketing.

Understanding how digital marketing may effect your company by visualizing your customers and prospective customers going through a funnel is a wonderful place to start. The primary idea behind a funnel is that the number of possible clients starts out very broad, but as the funnel advances closer to a transaction, the pool reduces and diminishes.


We want the funnel to be as circular as feasible, with as many clients progressing from awareness to conversion as possible.

However, many businesses are losing revenue as a result of their failure to design or optimize funnels. There’s little space for “hoping for the best” when it comes to conversions, with just roughly 3.3 percent of all site visits making it to a sale. You’ll let a lot of potential clients and conversions slide through the cracks if you don’t create a good funnel for your organization.

Let’s look at how the concept of a funnel may be simplified and applied to a single element of marketing, rather than feeling overwhelmed and irritated trying to figure out how it all works.

The Content Marketing Funnel is a diagram depicting the steps involved in creating and distributing

Building and utilizing a funnel is very useful in content marketing since funnels can be used to many facets of digital marketing.

A content marketing funnel is a trail (or, more accurately, a funnel) of material that guides prospective consumers through their buying process by tailoring content to their interests, behaviors, and requirements. You may nurture prospective customers all the way down the sales funnel with highly targeted material.

Creating content — from Posts on the blog to videos and beyond — is a tried-and-true approach to attract new clients to your website and give them with useful information.

Customers may be reached using content marketing at any point in the marketing funnel. 

Awareness at the top of the funnel

Your aim at the top of the funnel is to raise brand awareness; this may take various forms for different organizations depending on their objectives, but in the case of digital or content marketing, it usually means a prospective consumer is visiting your website for the first time.

During this phase, you may pique visitors’ interest in your brand and educate them about possible issues that your product or service can address.

It’s unusual to acquire a new site visitor using top-of-funnel content marketing and have that buyer make a purchase right away. Instead, think of it as a sort of indirect client acquisition: if you provide relevant material that people are interested in, they will be more likely to return to your site to consume more content and, eventually, convert as a customer.

To put it another way, top-of-funnel material is supposed to educate rather than aggressively advertise your brand. Any material you develop for the top of the funnel should be related to themes that your target client is interested in; this is not the time to promote yourself or your product.

Determine what your target audience wants to learn about and then educate them on those issues. This method may help you position yourself as an expert in that field, allowing you to generate trust with prospective consumers. They will be more inclined to acquire your relevant items or services as they get more knowledgeable on these issues, without feeling pressured.

Tips for Identifying Potential Customer Questions During the Awareness Phase

Find out what questions your target audience is asking in order to supply them with useful information. Depending on the market you’re in, this may be easier said than done, but there are certain tools that may help you figure it out.

Let’s take a look at a market like the food business to see how this works:

  • Examine similar search searches to questions your prospective clients could have. This may be done by putting a query into Google and then examining similar queries in the drop-down box, as seen below:


Content to Create in the Awareness Phase

  • Posts on the blog

  • Pages with interactive elements, games, and quizzes

  • Videos

  • Webinars or live streaming videos (Facebook, YouTube)

A Good Example of Top-of-Funnel Content Marketing


In What Ways Did They Use It In Social Media?

Paleo Robbie educated readers on how to tell the difference between grass-fed and corn-fed beef at the grocery store. As you can see from the screenshot above, they used Facebook to get the word out about the piece (and are likely receiving organic traffic via related Google searches as well). They can then drive customers who read the post further down the sales funnel and maybe persuade them to utilize their meal delivery service or purchase Paleo foods online since the material is related to their product offering.

Consideration in the Middle of the Funnel

The contemplation phase is when the client starts to perceive your product/service as a possible solution to their issue or need. They’ve probably already devoured your instructive information, so now’s the opportunity to deliver stuff that will assist them assess you as a brand or your goods.

The contemplation phase (also known as the assessment phase) is perhaps the most important stage in the buyer’s journey since it is during this stage that they determine which solutions are a good match and which aren’t.

Consider the Middle of the Funnel as a chance to interact with a consumer directly and inform them how you can assist them. You don’t have to be too salesy; simply provide your audience the information they need to make an educated choice about whether or not to purchase from you.

For e-commerce organizations, a clever Middle-of-Funnel campaign may yield 2 to 3 times the return of Top-of-Funnel content, according to Digital Marketer. To put it another way, this is not the time to launch a mass email blast and hope for the best. Treat your middle-of-the-funnel content as if it were your MVP.

Tips for Identifying Potential Customer Questions During the Consideration Period

  • This technique is similar to looking at Google search results, however you’ll go further into the queries people could have regarding your product’s unique features, advantages, and flaws. Below are some of the more detailed inquiries that came up when we Googled “benefits of grass-fed beef products.”


  • Perform a competitive analysis and read the articles and sites on the first page of results. What kind of information does that material provide? The Mayo Clinic, as shown in the sample above, discusses how grass-fed beef is slimmer than corn-fed cattle. This data may assist you in determining what queries individuals have, how to respond to them, and what useful information you can supply.

  • Look at the FAQ sections of your rivals’ websites for content ideas.

  • Examine the relevant stuff linked in the top-ranking resources. Drax, for example, has materials for the following sorts of beef-related recipes:


Content to Create in the Consideration Phase

  • Demo videos and product videos

  • Descriptions of products

  • Tutorials and how-to material

  • Articles/stories regarding how your product has helped others

Content in the Middle of the Funnel Done Right

Even stuff in the middle of the funnel may be informative. It should, however, promote your product as part or all of a solution to a specific issue, unlike top-of-funnel material.

Tactics, an e-commerce skateboard and snowboard retailer, updates its website with product features and user feedback on a regular basis. Customers may hear from individuals who are already using the product and assess whether it will satisfy their unique requirements rather than reading a short description on a product page. 


Conversions at the Bottom of the Funnel

Our key aim now that we’ve reached the bottom of the funnel is to conduct transactions with clients. The conversion point is the tiniest, narrowest element of the marketing funnel – our clients already know what we have to offer and how we may be able to solve their issue, but we need to persuade them to click “buy” and follow through.

Worth propositions that actually hammer home the product’s value should be included in bottom-of-funnel material.

Bottom-of-funnel content may take various forms. For example, a good product description with a strong value proposition, as well as very detailed data sheets or product descriptions, are examples of bottom-of-funnel content. You might even include a chart or infographic that compares your goods to those of rivals or explains different use-cases.

Content marketing’s bottom-of-funnel content will most closely mirror sales materials. Your bottom-of-funnel material will be determined by your individual product or service.

Content to Create during the Conversion Stage

Content for the Bottom of the Funnel Done Right


See how Everlane, an online apparel shop, gives both essential information (sizing, material) and uses the description to emphasize the product’s value: Women may stroll, walk, walk in this ultra-comfortable contemporary heel.

The sort of bottom-of-funnel information that may affect a customer’s choice is compelling product literature and descriptions.

Now is the time to put all you’ve learned into practice.

Take a look at this content marketing case study on what wag, a dog-walking app, did and how it worked for them to see how they used content at every stage of the buyer’s journey.

Please share your content marketing funnel tips with us in the comments section below. 

The “content marketing funnel hubspot” is a tool that allows marketers to understand the content marketing funnel for ecommerce businesses. It also helps them plan their content strategy and track how well it’s doing.

Frequently Asked Questions

What is an eCommerce marketing funnel?

A: An eCommerce marketing funnel is a process that companies use to market their product or service. The first step in this process is usually to identify the problems a companys target market faces, and then present them with an initial solution. This can be done through various methods such as advertising, social media campaigns, emails, etc. Then comes the next stage of the funnel where users purchase these products for solving their original problem before moving onto other profitable offers.

What is a content marketing funnel?

A: A content marketing funnel is a web-based tool which helps marketers to create and manage the process of attracting leads, building relationships with customers, and delivering personalized offers

How do I build an eCommerce sales funnel?

A: Build a website with an easy to use form that has clear instructions on how people can get in touch and offers them the opportunity to sign up for your email list. A good example of this is, Urban Outfitters.

Related Tags

  • ecommerce purchase funnel
  • ecommerce sales funnel examples
  • marketing funnel stages
  • ecommerce sales funnel template

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