How to Create a Content Marketing Funnel as Service Provider

a nice blue house and white doorwith a text overlay:How to Create a Content Marketing Funnel as Service Provider

As a service provider, taking your clients from a complete stranger to super-fan can be a long process. When you have high-ticket offers, educating is crucial and the conversion time long and that is where content marketing funnel can help.

Content marketing is the most important element of your inbound marketing strategy.

With an inbound marketing strategy, you try to reach your prospects before they know you or are looking for your service.

You want to create a strong relationship with your prospect and pull them to your business instead of pushing your services to them.

With a content marketing funnel, you’re able to guide prospects through the thought-process required to hire you as a consultant, strategist, coach, or whatever service you provide.

Funnel for the B2B Industry

The AIDA-funnel is the most well-known marketing and advertising funnel out there. This funnel identifies four stages of the cognitive process of an individual when making buying decisions:

  • Awareness
  • Interest
  • Desire
  • Action

With changes in consumer behavior and technology, new models have emerged to fit current business models and business environment better.

However, even the new funnels are based on the same principles as the AIDA-funnel.

An individual will first become aware of your services, then get interested in what you offer, develop a deep inner desire to work with you, before actually taking action to hire you.

The AIDA-model has often been associated with product sales, but a funnel is even more important if you’re operating in a B2B industry.

Since the conversion period is going to be longer, you need to retain prospects over that whole period and make sure that they still are guided towards action.

Not much trust is needed when buying a $30 product, but you need a lot of trust if you’re going to pay a consultant $200 or $5000.

Content Marketing Funnel: A Digital Approach

A variation of the AIDA-funnel for service-providers is the content marketing funnel. Many service-provider use an inbound marketing approach as part of their marketing and branding strategy.

Blog posts, social media, podcast episodes, are all content marketing and use for inbound marketing.

Through a content marketing funnel, you structure the content in a way that it meets your prospect where they are and further guide them to build trust, a relationship, and push them to action.

A good digital content marketing funnel goes even a step deeper by meeting your client in an unaware step. This is the step when they don’t know about you, but they’re also not feeling the problem you solve.

They are experiencing it but they aren’t aware of it.

The content marketing funnel I use is an adaptation of CoSchedule’s content marketing funnel. My adaptation also adds retention (after-sales) as part of the journey.

The stages are as follow:

  • Unaware
    • Prospects never heard about your business. They are experiencing the pain in their subconscious, but it isn’t their reality yet. They may stumble upon your business during an event or through your content.
  • Pain Aware
    • Prospects start feeling discomfort and are looking to define their pain. They are actively looking for answers and possible solutions.
  • Solution Aware
    • Prospects now feel the pain clearly and it has become part of their reality. They’re frustrated and are researching the solutions. One of these solutions is your service.
  • Product Aware
    • Prospects are now learning about how you can help ease their pain. They’re analyzing and comparing their options to make a good decision.
  • Most Aware
    • Prospects have a relation with you now, a good understanding of your expertise, and know your offers. They’re looking for specifics on the process and some extra reassurance.
  • Always Aware
    • Prospect has now become a client. If the relationship is still good then they are now willing to strengthen the relationship, through upselling or cross-selling, and can become superfans.

In each stage, I also shared the definition. Download the content marketing funnel and tweak the definition to make it specific to your business.

Then define the messaging, the type of content, and content examples for each stage.

Content for Marketing Funnel

If you’re already slightly active on social media or you write blog posts then you probably already have the content for your funnel. You just need to structure it in a way that delivers value.

If you don’t have content or you’re not sure whether your content is effective, then a funnel will provide clarity on what content needs to be created and its purpose.

A few examples of content for each stage:

  • Unaware
    • (Guest) blog posts, (guest) podcast episodes, (guest), virtual and in-person presentation, video content, social media posts, networking events.
  • Pain Aware
    • Blog posts, (guest) virtual and in-person presentations, podcast episodes, video content, lead magnet.
  • Solution Aware
    • Blog posts, social media posts, lead magnet, newsletter, virtual and in-person presentations.
  • Product Aware
    • Email sequences, case studies, “demo” videos, masterclasses, free sessions,
  • Most Aware
    • Email sequences, personal emails, testimonial, “demo” videos, clarity/discovery calls.
  • Always Aware
    • Email, “demo” video, clarity/discovery calls.

Use the template content map your content, so you never have to worry again about what to post.

A content marketing funnel doesn’t only increase the effectiveness of your content marketing, but it also increases the efficiency of content creation.

No need to wonder anymore what to post!

5 thoughts on “How to Create a Content Marketing Funnel as Service Provider”

  1. Pingback: Content Marketing Ideas for Consultants | Smply Create

  2. Pingback: How to Prepare for your Next Personal Brand Photoshoot | Smply Create

  3. Pingback: Brand Focus: The Key to Building a Brand Online | Smply Create

  4. Pingback: Social Selling: How to Sell on Instagram | Smply Create

  5. Pingback: How to Price Your Services as an Online Consultant | Smply Create

Leave a Comment

Your email address will not be published. Required fields are marked *