The world of content strategy is changing constantly and in the process of curating content for your audience, a content marketing funnel can be helpful while creating content. In class, I was introduced to what a content marketing funnel is and the system of it which divides it into 3 sections. Then, I got to hear from Ron Abraham, someone who works at a digital marketing agency, and his approach to the content marketing funnel.

Guest Speaker: Ron Abraham

The content marketing funnel is a system that uses the stages of a buyer’s journey and takes those stages into consideration when creating content. The top of the funnel aims to attract attention and get as many people interested in your content. Ron shared that this was the stage to provide answers for the questions people are looking for while sharing about your brand. The middle of the funnel aims to build trust between people and your brand. Last but certainly not least, would be the bottom of the funnel which aims to get people to pay for your product. Ron shared how this stage is where you get specific with your product and provide clear answers about your product. 

During my lecture, I learned how you should curate content based on each stage of the buyer’s journey but also the importance of the bottom of the funnel. Ron reinforced these points, sharing how starting at the bottom can help in understanding the concerns of a customer. It is effective in building on the bottom to understand what the top and middle of the funnel should lead into. 

Overall Reflections

The lecture and Ron’s points have taught me how to approach a content marketing funnel and how to use it effectively. The bottom of the funnel is one of the most important parts in creating content for your customer and ultimately the key to understanding them. The bottom of the funnel is crucial to a brand and ultimately determines whether the relationship between their customer is strong or weak.