Inbound marketing and content marketing strategies are today one of the best ways to connect with our audiences. With this, we are able to generate valuable content for our users, thus attracting a significant amount of qualitative traffic to our site and in turn improving the branding of our brand or company.
And of course, this has a great impact in terms of organic traffic and conversions received on our website. However, when making this type of strategy, in many cases, the house is usually started from the roof, as they say. And this should not be so!
For our SEO positioning strategies through content to work, we must be clear at all times to whom we are directing our communication, and at what stage they are regarding the moment of purchase or acquisition of our product or service.
This is where today's main topic comes into play. From Digital Growth, SEO agency in Barcelona , we are going to talk to you about the creation of SEO content based on the phase in which your user is within the conversion funnel.
Inbound marketing and content marketing strategies are today one of the best ways to connect with our audiences. With this, we are able to generate valuable content for our users, thus attracting a significant amount of qualitative traffic to our site and in turn improving the branding of our brand or company.
And of course, this has a great impact in terms of organic traffic and conversions received on our website. However, when making this type of strategy, in many cases, the house is usually started from the roof, as they say. And this should not be so!
For our SEO positioning strategies through content to work, we must be clear at all times to whom we are directing our communication, and at what stage they are regarding the moment of purchase or acquisition of our product or service.
This is where today's main topic comes into play. From Digital Growth, SEO agency in Barcelona , we are going to talk to you about the creation of SEO content based on the phase in which your user is within the conversion funnel.
What is the conversion funnel and why is it important to take it into account in our SEO content strategies?
The funnel or conversion funnel is a term that is used very often in digital marketing and that is directly related to the objectives that are had when carrying out a digital strategy. Be it an online store, a site related to services or a blog.
This conversion funnel defines the different phases or stages in which any of the visitors who arrive at our site can find themselves until the moment in which they carry out the expected action (it can be a sale, obtaining a lead, a call, etc.).
Each user or potential client goes through a transformation process from the moment they detect a need or pain until the moment they finally make a purchase. This process can be divided into 4 phases, identified with the syllables AIDA. (Awareness/Consciencia, Investigation/Consideration, Decision/Decision and Action/Action).
- Awareness: At this point, the user is at the furthest stage of conversion. It is at this point that the user detects a motivation or concern, and decides to search for it. Having the maximum information about our Buyer Persona, we will be able to detect what type of motivations or concerns they may present in this first phase and how we can respond to it.
- Investigation (Consideration): At this point, the user has already detected his problem or motivation and is looking for options to help him solve his pain. This is where we can make the user see that our product is a possible way to solve it.
- Decision (Decision): The consumer is evaluating the different options found in the market. At this point, prices come into play, such as substitute products, alternatives... The user has already detected his pain and has identified the possible solutions, now he compares all of them to make a final decision.
- Action: In the last phase of the funnel, all that remains is to convince the user that our option is the most convenient. For this we can use both free trials, exclusive discounts, promotions... The purpose is to draw the user's attention and adapt to their situation.
However, putting this into practice in SEO content strategies, we must focus mainly on the first 3 phases, since they are part of the process of attracting users from the moment they detect a need until the moment they decide. conduct a search with commercial intent. The last phase, related to tests, discounts and promotions, would not be part of the content strategy but would be part of the company's global marketing strategy.
The time has come to plan our SEO strategy based on the conversion funnel!
Now we know what exactly the conversion funnel is and what phases are inside it. And how is this going to help our content strategy? Well, the first thing we must do is identify the different thematic typologies that may be within our strategy. To understand this point we are going to put a practical case:
Imagine that you have a site where you sell trips to the Caribbean. Let's see step by step how we are going to structure our strategy.
1. Identify your product types
This is the step, a priori, simplest of all. First, it will be interesting for you to identify the types of product you want to support: Being a site that only sells trips to the Caribbean, we are going to identify the different types based on the different destinations to which we offer travel packages. We sell trips to Mexico, the Dominican Republic and Cuba, therefore, these will be the 3 main types of product .
2. Identify the thematic typologies
Once we have identified the product typologies, we are going to define what thematic typologies can be within each product typology. In this case, since it is all about travel, it may coincide that a thematic typology fits with several types of product, but this may be different if we have a site or an online store that offers different types of product, such as fashion and footwear.
At this point we must look for groupings of themes that serve as INSIGHTS to later look for themes and keywords to attack .
ATTENTION! We should not focus on keywords or titles for our content (this will come later). Rather, we must define large groups that will help us quickly visualize and group the topics that we are going to incorporate into our content strategy.
Some examples for this case would be: “Travel destinations, beaches, points of interest, excursions, travel culture, festivals or news”.
travel destinations excursions
Beaches festivals
Points of interest Present
traveling culture Urban art
Photography Social media
As you can see, at no time are we referring to specific topics, keywords or search volumes. At this point we don't even need to use any tools! The most advisable thing is that several people from the team brainstorm with the different thematic typologies that are considered to be of interest to the target audience. That is why it is very important that you know your audience well!
To make a content strategy that attracts your audience, you must be clear about who you are targeting and what their tastes, concerns, motivations, etc. are.
Ideally, for each type of product we have identified at least 5 or 6 thematic types, in order to have a broader and longer-term vision of what our strategy is and ensure that it is supporting all our products or services in the same way.
3. Classify the thematic types based on the conversion funnel and search for themes and keywords accordingly.
Now we have already identified the thematic typologies, therefore, the next step will be how we can fit these typologies according to the different phases of the conversion funnel. This may seem complicated, but it is very simple!
Remember that we have previously mentioned that the conversion funnel has 4 phases (3 in our acquisition strategy), that is why we must think about how to connect with users who are in the different phases regarding conversion or purchase. Let's go with a practical example.
Let's start with the thematic typology: “Travel Destinations”. Within this typology, as is obvious, we are going to talk about everything that has to do with destinations to travel. Taking into account the sales funnel and your target audience, you have to think about what motivations or concerns your user may have before deciding that he wants to travel to the Caribbean.
Examples of themes for the Awareness phase
Within the first phase (Awareness), we are going to think about topics that are related to our thematic typologies and product typology but that are far from showing a direct intention to convert with our services, that is, to buy a trip to the Caribbean.
Some examples within this would be the following:
- What are the best destinations to travel as a couple?
- What places can I travel to in summer?
- Where to travel with friends?
- Ideas to travel on Valentine's Day
- The most beautiful paradisiacal destinations in the world
As we can see, we are proposing themes that are related to our products and that are within the thematic typology that we have initially planned. However, we are proposing content for an early phase in which the user does not yet know that he wants to go to the Caribbean, but has a motivation that makes him carry out a search that is related to travel and that has certain characteristics shared with our service: Romantic sites , summer trips, paradisiacal beach destinations, etc.
--------------------START YOUR CONTENT STRATEGY!-----------------------
Examples of themes for the Consideration phase
Within the second phase (Consideration), the user has already detected what his motivation or problem is that he wants to cover and is looking for different solutions to solve it. In this phase, a certain direct interest in our product typologies is already shown.
Some examples within this would be the following:
- Best places in the Caribbean to travel with friends
- Most romantic places in Mexico
- Cancun or Riviera Maya? which destination is better
- What is the best tourist destination in the Caribbean?
- How much does it cost to travel to the Caribbean?
In this phase, we must talk about concepts directly related to our product. We can make comparisons, in this case of destinations, talk about prices, advantages of acquiring it, points of interest of the destination itself, etc. Here the user already knows that he wants to travel to a destination related to the Caribbean, and is assessing and learning about the different options available to satisfy this need.
Examples of themes for the Decision phase
In this third phase, the user is already clear about what he wants and how he can satisfy his needs. He already knows that he wants to make a trip with certain characteristics and to a certain destination, so he is comparing between different options, taking into account prices, additional services, etc. Searches in this phase present purchase intent.
Some examples within this would be the following:
- All-inclusive trip to the Caribbean
- All-inclusive trip to Mexico
- Trip + Hotel to the Caribbean
- Trip + Hotel to Mexico
- luxury caribbean trip
- luxury trip to mexico
As we have seen in the examples given above, they were content with a certain informational behavior. For these contents (Phase 1 and 2) it is best to work through a typology of BLOG format.
However, in this last phase we are going to focus more on conversion pages, such as the CATEGORIES of a site or its products directly. It is important to define in which format each type of content is going to work!
Here we can see in a visual and simple way what the content would be like depending on each thematic typology and phase of the conversion funnel.
travel destinations
Awareness
- What are the best destinations to travel as a couple?
- Ideas to travel on Valentine's Day
Consideration
- Most romantic places in Mexico
- The most beautiful destinations in the Caribbean to travel with your partner
Decision
- Couples trip to the Caribbean
- Trip for two to the Caribbean with all inclusive
Also, to organize your content strategy in a more visual way, we recommend that you organize your entire strategy in Excel or with Google Spreadsheets. On the one hand, you can have your monthly tabs, where you define what content you are going to work on each month, with the dates you are going to publish and the keywords you want to attack. On the other hand, as a result of what we have commented, you can have classified all the contents that you have worked on according to the phase, thematic typology, product typology. In this way, by applying a simple filter you will be able to have detailed control of all the content that you have generated according to each criterion.
Measure and you will win! that's our motto
And now that you have the contents divided by phases, you will be able to measure each one as they deserve. And what does that mean? Well, you should set realistic indicators for each type of content.
It is unrealistic that you measure the contents that are in phase 1 (Awareness) with conversions/purchases. You must establish your own KPIs for this first phase, and be clear that these contents are going to be focused on other types of metrics more related to branding or SEO traffic and not so much to conversions.
The content that is in phase 2 or phase 3 will have more chances of converting than the content that is in phase 1. But that does not mean that some are better than others, simply that they have a different objective. That is the essence of our content strategy!
Do you want us to explain in more detail how to measure the impact of your content based on the stage in which they are? Leave it in the comments and let's prepare a post about it for later. Subscribe to digital marketing blog to stay up to date with more content like this!
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