A content marketing funnel has 3 different parts.
- BOFU – the bottom of the funnel
- MOFU – the middle of the funnel
- TOFU – top of the funnel
The bottom of the funnel are blogs, social media posts, ebooks, audio podcast, video podcast, physical magazine. The goal with this content is to increase offer awareness, grow retargeting list, increase engagement level, and grow traffic.
In the middle of the funnel there are educational resources, useful resources, software download, discount, coupon club, quiz, survey, webinar, event. Their goal is to grow email list, generate leads, and grow retargeting list.
The content on the top of the funnel are for help selling your product. They can be demo, free trial, customer stories, comparison sheet, webinar, or special event.
Your blog fits in the bottom of the funnel.
It’s primary function is to generate cold traffic, capture their attention, tell them about your brand, and be able to retarget them.
How retargeting works?
Growing a retargeting list is very valuable in digital marketing. Here is how it works:
Someone arrives to your website, for example through your blog post. The website drops a cookie on the visitor to remember them later. After this, you run a Facebook ad and target people who already visited your website, and you send them your lead magnet or other offer. The cookie will show who visited your website through your blog post, and appear your ad to them. This is how the relationship starts between you and your website visitor, and this is how to make them a buyer.
Because they read your content, and find the information interesting and valuable, they more likely to say yes to your next offer through retargeting.
How to measure these goals?
In this case, Google Analytics is your friend. You should install it into your website, and check the data regularly. When measuring engagement, you should pay attention to bounce rate. If the bounce rate is high, it means lot of visitors visited one page, and then didn’t visit other pages, which means the engagement rate is low. Lower bounce rate, like 40-50% means that your visitors engage with your site, click on inbound links, or visit other pages, blog posts.
If you want to see which post is the most popular, go to Behavior, site content, all pages. Here you can see how many visitors each site or blog post had.