Making Content Work for Every Purchase Funnel Level

Strategic online content draws audiences to the top of a digital marketing funnel and then leads them through each step of the purchasing process. It effectively engages, educates, and helps potential customers at every phase of the purchase funnel.

And the great thing about this type of content is that you don’t need to create it from scratch each time you set up a sales funnel on your website. You can repurpose content you already have to build a powerful editorial plan.

Examples of Content That Can Be Repurposed for the Marketing Funnel

Almost all digital content can be repurposed to fit different phases of a marketing funnel.

stages of the marketing funnel

In this post, we’ll show three specific examples of existing content assets that can be altered to fit each phase of a marketing sales funnel. Along the way, you’ll also get a sense of the type of content typically found in each stage.

1. Overstock’s Sheets Buying Guide

Overstock’s website features a sheets buying guide that helps audiences understand what to consider when purchasing sheets. It includes things like thread count, sheet size, and different types of material, each with an associated image. This buyer’s guide is considered content for the awareness and discovery phase—in other words, the top of the marketing funnel—as it helps audiences gather more general information about a product or service.

2. Buffer’s Business Insider Case Study

The social media sharing tool Buffer features a case study on its website that looks at how its platform helped Business Insider grow their Facebook following. The case study includes direct quotes from the client as well as an in-depth look at their best practices and sharing habits. A case study like this is usually found in the consideration and evaluation phase of the marketing sales funnel because it helps audiences see the specific results that are made possible with a product or service.

3. Melyssa Griffin’s Pinfinite Growth Sales Page

Melyssa Griffin uses an information-heavy sales page to promote her course Pinfinite Growth. The sales page for the program includes details about the offering as well as videos, frequently asked questions, and testimonials. This type of content is found in the conversion and purchase phase of the marketing funnel as it gives audiences the information they need right before they choose to buy or sign up. (The sales page may also experience an SEO benefit from the descriptive content.) This would be considered bottom of the funnel.

Now, let’s look at how these pieces of content can be repurposed to fill each of the marketing funnel stages.

Phase 1: Awareness and Discovery Content

The first phase of the purchase funnel is awareness and discovery.

This is the stage at the when audiences are casually browsing online. They are seeking advice and insight, but they aren’t looking for specific solutions. They know they have a problem, but they aren’t sure how to solve it.

Top of funnel content that works in this phase is useful, informative, and educational. It often includes:

  • Blog posts
  • Infographics
  • Videos
  • Buying guides
  • Checklists
  • Social media posts
  • Interactive content

To repurpose content in this marketing funnel phase, take assets you already have and format them to address the questions your target audiences may have early on in their buyer’s journey. Also, create this content with SEO keywords in mind. Add terms that will be most likely to attract your target audiences to the post or page in their early stages of the purchase funnel.

  • How to Repurpose Overstock’s Sheets Buying Guide: Overstock’s guide was already top of the funnel, but they could break apart their existing guide to create even more content for the awareness and discovery phase. They could use the guide as a foundation to create blog posts, infographics, and social media graphics.
  • How to Repurpose Buffer’s Business Insider Case Study: The Business Insider case study includes the best practices their client used to grow their social media presence. That section of content could be reformatted to create a step-by-step how-to blog post for a general marketing audience.
  • How to Repurpose Melyssa Griffin’s Pinfinite Growth Sales Page: The Pinfinite Growth sales page includes multiple video testimonials and case studies from customers. These videos could be republished as YouTube videos or blog posts with titles that target questions people might be wondering during the awareness phase.

PRO TIP: Do keyword research to find the most powerful terms for your content. Find the best keywords for your awareness and discovery phase content using Alexa’s Keyword Difficulty Tool, which helps you identify low-competition keywords that are frequently searched for.

find digital marketing funnel keywords

Phase 2: Consideration and Evaluation Content

The second phase in the marketing funnel concept is consideration and evaluation.

At this point in the purchase funnel, audiences have an idea about what they need or want. They are engaging in deeper research and deciding which product or service is right for them.

In this phase, content often includes deeper descriptions of offerings displayed as:

  • Landing pages
  • Case studies
  • Product demos
  • Product and service lists
  • Examples and samples
  • Data sheets
  • Webinars
  • E-books
  • White papers

When repurposing content for this stage, consider how you can reposition existing content to touch on buyers’ pain points. Present the content so it shows your target audiences how your offerings solve their problems and make their lives easier. Also, target buyer keywords for your content that are likely to lead interested audiences directly to your consideration and evaluation content.

  • How to Repurpose Overstock’s Sheets Buying Guide: Sections of the buying guide could be reused on specific sheet category landing pages, and the descriptions of the shoe styles could be featured on individual product pages.
  • How to Repurpose Buffer’s Business Insider Case Study: Quotes from Buffer’s case study could be added to its product and landing pages. Buffer could also use sections of the case study to create a larger content asset that includes multiple pieces of many case studies.
  • How to Repurpose Melyssa Griffin’s Pinfinite Growth Sales Page: All of the testimonials and examples from customers on the Pinfinite Growth sales page could be reformatted into one downloadable case study.

PRO TIP: When repurposing and reusing content for different marketing funnel stages, avoid duplicate content issues. Search engines may penalize a website for using the exact same copy on more than one page. To ensure you don’t have duplicate problems on your site, use Alexa’s SEO Audit Tool to scan your site and alert you of any duplicate content issues.

repurpose content for purchase funnel

Phase 3: Conversion and Purchase Content

The last section in the marketing funnel is the conversion and purchase phase.

This is the point where audiences are ready to become buyers. They have done their research and are now trying to figure out what they need to do to become a customer and what their best option is.

Types of content that are often found in this stage include:

  • Sales pages
  • Free trial sign-up pages
  • Reviews
  • Live demos
  • Free consultation
  • Testimonials
  • FAQs

To repurpose content for this point of the purchase funnel, restructure information so it alleviates buyer hesitation and helps audiences overcome purchasing obstacles. Also, use copy that tells users exactly what they need to do to take the next step.

  • How to Repurpose Overstock’s Sheets Buying Guide: Snippets from the buying guide that highlight the benefits of each specific sheet material could be added to individual sales pages or used on retargeting ads that lead users back to the purchase landing page.
  • How to Repurpose Buffer’s Business Insider Case Study: Testimonial quotes from Buffer’s case study could be featured on sales pages near the “buy” button to offer the proof that customers are seeking before they make a purchase.
  • How to Repurpose Melyssa Griffin’s Pinfinite Growth Sales Page: The sales page for Pinfinite Growth is an example of content for the conversion and purchase phase of the marketing funnel, but it could also be repurposed to serve other needs. Sections of the content, such as bio information about Melyssa and purchasing FAQs, could be used on other product sales pages to alleviate buyer hesitation. The content itself could also be reformatted to create another variation of the sales page.

PRO TIP: Use A/B testing to find out which conversion and purchase content works best. Use your resources to create more than one bottom of the marketing funnel sales or opt-in page and run A/B testing to see which page produces the most conversions.

Start Building Your Purchase Funnel

Digital content can fill each phase of a marketing funnel and help guide online users through their entire buyer’s journey. And creating content for each phase of the purchase funnel isn’t as labor intensive as you think.

Use these tips to reuse and repurpose your content to take a shortcut to filling your purchase funnel with useful, engaging, and helpful resources that buyers need and want.

Then, sign up to get a free trial of our Advanced Plan to get the SEO tools that will help you lead audiences to your content at every phase of your online funnel.

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This article was originally published in July, 2017 and updated on September 20th, 2018.

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