How is content distributed through the marketing funnel?
Content has various applications in different stages of the marketing funnel. For example, at the top of the funnel (ToFu), potential prospects are in the discovery phase of their journey and are primarily looking for information. These are usually blog posts, infographics, or social media posts. However, as they progress in their journey, they need more in-depth content like e-books, white papers, and in-depth specifications. Which stage do companies focus on the most?Img-semblog As we can see, more than two-thirds Cambodia WhatsApp Number Data of companies prioritize ToFu content creation. This result correlates with other elements of the survey which suggest that attracting traffic and generating quality leads are the main objectives of most content marketing teams. However, it's important to produce content for all stages of the funnel because that's what will convert (and keep!) those prospects. While ToFu content may be the focal point, that doesn't mean you should ignore the other steps. As we revealed in another recent study , 86% of marketers also create MoFu content, while 76% produce BoFu content. How often is content reviewed?
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A content audit is an important first step in creating a content marketing strategy, but it is also a valuable tool for verifying its integrity. So, how often do companies use it? As we can see, more than a third of respondents regularly audit their existing content, although 14% consider this process to be a low priority or not necessary at all. In most cases, this approach is not recommended. By checking content at reasonable intervals, businesses find content ready for reuse, which can save them time and money. This technique can also allow marketers to understand why certain elements aren't working.
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