Use the content marketing funnel to drive sales

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Experiment with content
A/B testing
Ask your customers
Track competitors
DMI Insider Tip: Listening to your customers through social channels is one of the easiest and most effective ways to connect with them, as well as with your competitors and others you’d never thought of following. Learn more in our comprehensive guide to social listening.

Content marketing can have a huge impact on the customer journey. cellphone number format philippines The McKinsey model shows the four stages in a loop as people decide on a purchase.

McKinsey customer journey model
At each stage of the journey, you should use different channels and content:

Consideration - Build brand reach and engagement through engaging content and optimized SEO.
Evaluation - Build brand advocacy through customer testimonials and influencer engagement.
Purchase - With stronger brand recognition, you may see an increase in brand-led searches, increase the clickthrough rate and reduce the CPC.
Post-purchase - Increase upsell and renewals through compelling content: using the right message to the right audience at the right time.
DMI Insider Tip: The more content you create where you're talking about meaningful and relevant content, the more people will share your social media posts and the more top of mind you'll be when they're actively evaluating what product or service they want.

5. Establish your content pillars