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What Role Does Content Play in Moving Leads Through the Conversion Funnel

conversion funnel

You’re undoubtedly already aware of the idea of a conversion funnel since you work in marketing.

Essentially, it covers everything that takes place before a person becomes a client of your business, from the moment they learn about you or visit your website to the moment they make a purchase or agree to a contract.

The conversion funnel begins with awareness of the existence of your business and gradually narrows as individuals who are genuinely interested in doing business with you give up the process and those who are taking the initiative to find out more.

In addition to comprehending this, a great content marketer must also provide material that is customized for each funnel section.

In spite of the fact that the conversion funnel might plausibly be divided into several sections, for our purposes, we’ll concentrate on three main kinds of content: top-of-funnel, middle-of-funnel, and bottom-of-funnel.

Benefits of Content

You could be thinking to yourself if you’ve been marketing for a while that nothing I’ve stated so far is new to you. You could even believe that every part of the conversion funnel is covered by your present digital advertising strategies. And what about that? You could be correct.

The cost-effectiveness of content marketing is where there is a significant difference.

It seems to sense that the objective of this sort of funnel is to increase brand recognition prior to providing the 25% off coupon.

Potential clients are far more likely to take advantage of a deal and buy something from a business they are acquainted with than one they are unfamiliar with, and if they have already been to your website and seen numerous of your advertisements, they are aware of what to anticipate.

It doesn’t sound like a horrible plan, does it? In no way.

Building brand recognition before mailing the voucher remains the objective in this case, but the expenses related to the first two phases are considerably different. 

Writing a blog article on choosing a pair of trousers may be completed in a couple of hours, but performing SEO well enough to rank for a keyword like “women’s clothes” would take a significant amount of time and work.

Consider the traffic quality for each sample as well. 

Users of search engines that type in the term “women’s clothes” might be seeking a wide range of goods or fashions, and if they’re using such a general term in their search, they probably aren’t close to completing a purchase.

On the other hand, individuals looking for “how to choose the trousers with the greatest fit for you” are undoubtedly looking for a store that has well-fitting pants. 

A blog article on the subject, if well-written, might increase confidence in your company as well as brand recognition. 

Even if the searcher isn’t prepared to buy right away, they’ll undoubtedly have favorable impressions of your business and may even appreciate your social media accounts.

Let’s now make our way to the conversion funnel’s center. Retargeting and PPC advertisements can be successful, but they frequently come at a cost. However, publishing on social media is cost-free. And using social media automation tools – you can make the most out of your social media to boost the business growth.

Additionally, while there are premium choices available, they are not required.


How Content Marketing Help in the Conversion Funnel

Creating worthwhile content may be done in many different ways. High-conversion content has many different extensions, including email marketing. You still need to investigate useful content forms despite their high ROI.

High conversion rates are achieved by the content marketing examples below. You may use these formats by themselves or in conjunction with other digital marketing efforts.

  • Email templates
  • Forms
  • Creative elements
  • Blog

Email templates

Despite not being the only form of content marketing, email marketing stands out due to its high return on investment. 

You need to have a thorough grasp of your target audience before writing any kind of email. 

Emails can expand on present services and fill in any information gaps on your website.

Think about the options for repurposing in these content marketing examples. These illustrations are very useful for email campaign series:

  • A lesson from a book is that long-form content may gradually entice readers to return to your website, increasing traffic and conversions.
  • Case study: Email campaigns produce useful data that may be used to draw crucial conclusions about your present customer
  • Infographics: You may repurpose outdated visuals, statistics, and text-heavy information as an infographic insert in emails.
  • Blogs: It can save time and money to generate fresh email campaigns by using previous postings as a starting point.

Many companies, especially those that are just starting out, may opt to employ a fractional CMO to help them identify the most effective content formats for their business. A fractional CMO can help identify the right content forms and ensure that it reaches the right audience with the right message.

These concepts are but a few examples of content marketing ideas. They function best when you already have content that can be reused. If not, start creating some.



On landing sites, forms are fantastic tools. These might be forms for email subscriptions or for contacting us. A form has a major impact when it serves as an explicit call to action.

Forms should be created and used in certain ways. Additionally, there are unwise methods to overlook its ability to increase conversions and optimize the conversion funnel

Consider these essential components to make sure your lead forms assist in your growth:

  • Keep the form’s fields short and to the point (e.g., subscription, free resource, contact)
  • When a form shows up as a popup, above the fold of a landing page, and on all viewports and devices

Your interactions and conversions can increase by paying attention to these elements.

Forms are frequently a vital resource for expanding subscriber lists. They are essential in retargeting users who have visited landing pages to other content.

Creative elements

Images and videos are the best kinds of material. It makes for a perfect illustration because more people are streaming videos than ever before. On a streaming platform, video material does not have to be a series.

Branded graphics and pictures should already be a part of any content marketing plan. By adding visually appealing material, such as videos, expand on these. To enhance your creative materials, you may use films in your email messages.

Videos do not need to depart from your present selection. In fact, if it fills a need in your content lineup, you may charge a premium for video content. To increase your conversion rates, encourage your audience to join up for exclusive material.


Blogs exist in a wide variety of formats and are perhaps the most popular type of content marketing. As was already established, their versatility makes recycling them simple. They also make a fantastic starting point for longer-form material.

People still need the knowledge to trust a company, even with long-form blogging. By converting blogs into newsletters, whitepapers, or ebooks, you may increase the scope of your present information base. 

As freemium providing content, these beneficial resources develop your skills and encourage the formation of new connections.


You may include this tactic in your current email campaigns now that you are aware of content marketing’s excellent ROI. You require solutions for specific template needs whether you reroute or reuse content.

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