When you hear the term “content marketing”, what immediately comes to mind?
Blog posts… eBooks… YouTube videos?
It’s easy to forget the real purpose of content marketing:
Namely, to drive prospects through the sales funnel.
Introduction to Content Marketing Funnels
Since the early days of the internet, content marketing has been used to sell everything from books, courses, seminars… to live conferences and events… to 6-figure coaching and consulting programs.
The process is simple:
- Content attracts prospects to a web page…
- There, they are offered additional content in exchange for their contact information…
- Which triggers a follow up series of more content and sales messaging…
- And eventually, a percentage of prospects take action and buy.
In the B2B world, the content marketing funnel is quite similar.
However, the end goal is different.
Instead of a “sale” at the end, it leads to a one-on-one sales call between a prospect and a sales rep:
The Critical Point in the Content Marketing Funnel
Interestingly, the biggest constraint in the content marketing funnel is at the opt-in stage.
That’s the moment of truth when prospects decide if they will give up their contact information in exchange for the information you’re offering.
In reality, conversions at the opt-in stage are stunningly low — just 2.35%, on average [source].
Using simple math, it’s easy to see why this is such a ripe spot for making breakthrough improvements.
For example, let’s say your current average opt-in rate is 2.5%.
If you can just boost it up to 5% — you’ll double the output of your funnel.
That’s what this ninja technique is all about.
This is a publication from the new B2B Sales Funnel Library — an online collection of top sales funnels for Lead Generation, Sales Conversion and Customer Success.
Join the library for full access to the sales funnel archives, including blueprints and step-by-step implementation guides.
(Membership is free.)
New funnels are added to the library weekly.