From awareness to acquisition: Creating a content funnel that converts

As social marketers, we spend a lot of time focused on content marketing conversion. It’s how leadership measures results, even as marketers we know that conversion is just the desired end result and not the whole journey. In order to reach the finish line, we have to guide our audiences from being unacquainted with our brand to awareness, and from awareness to consideration. We need a complete content funnel optimized at each stage for conversion.

A content marketing funnel, of course, is only as good as its ingredients. You have to put the right content in the right places at the right time. In this article, I’ll discuss how marketers can create a social media content funnel to support three stages of the funnel: awareness, consideration and conversion.

It all starts with awareness.

Your audience can’t consider your brand and convert if they aren’t aware of it. Social marketers know this—according to the Sprout Social Index™: Edition XVII, 58% of marketers say their primary goal for social is increasing brand awareness.

There are plenty of brands out there finding creative ways to stand out on social platforms, especially on Twitter. Language-learning app Fluent, for example, called out its competitor Duolingo directly (and provocatively!) as the number of people looking to learn a new language spiked under stay-at-home orders.

hey @duolingo, i'm coming for your ass

— Fluent 💬 (@useFluent) May 17, 2020