Don't create content by inspiration, follow the funnel

Are you creating content spontaneously, "posting whatever you see that's interesting" without a clear direction? This is a common situation, especially in small businesses and individual entrepreneurs. The consequences are:

• Disjointed content: Potential customers access information in a fragmented way, without a clear understanding of the product, service, or value you provide
• Lack of conversion momentum: Content doesn't guide readers through specific steps, making it difficult for them to make a purchase decision.
• Missed opportunities: Customers easily ignore your brand because they don't find a connection or solution to their problem.

For content to be truly effective, you need to follow the customer journey, also known as the marketing funnel. This is a logical process that guides potential customers from when they know nothing about you until they take action to make a purchase and become loyal customers.

This funnel is often described through the stages: Awareness - Interest - Desire - Action - Retention.

By understanding which stage your customers are in, you can provide the right kind of content they need, at the right time, to drive them further down the funnel.

Content Strategy According to the Funnel - What Should You Post at Each Stage?

To turn strangers into loyal customers, building a robust content strategy that is flexibly adjusted for each stage of the funnel is absolutely essential. Here's the strategy you should focus on at each step to maximize effectiveness:

Stage 1: Awareness

In this first stage, your main goal is to introduce your brand and solution to people who know nothing about you. The content here should focus on education, sparking interest, and sharing value, not direct sales:

• Blog articles, infographics, and videos sharing industry insights
• Useful tips and basic guides related to your field
• Real-life stories about common problems your target customers are facing
• Updates on new trends and interesting statistics

Main goal: Attract the attention of strangers and position yourself as a reliable source of information

Stage 2: Interest

Once customers have recognized and paid attention to you, this is when you need to delve deeper into positioning your product/service. Content at this stage will pique their interest by highlighting the benefits and unique differentiators you offer. At this stage, your content could be:

• Successful case studies, customer stories of how you solved a problem for them
• Mini tutorials on how to use a part of the product or feature
• Behind-the-scenes production, workflows to increase transparency
• Detailed answers to frequently asked questions (FAQs)

Main goal: Encourage potential customers to learn more, and you can start inviting them to fill out forms, receive gifts (ebook, checklist) to collect lead information

Stage 3: Consideration (Desire)

At this stage, potential customers are interested and actively searching for solutions Compare options. Your content needs to focus on building strong trust and creating a strong desire for them to own your product/service. You can implement the content according to the following suggestions:

• Authentic customer feedback and testimonial videos from satisfied customers
• Detailed product demo videos showcasing key features
• Articles about specific customer stories
• Personalized content: "Who should use this product?" or "How does this product solve problem X for group Y?"

  Main goal: Build trust, promote desire to own, often used effectively in email marketing career or remarketing campaigns

  Stage 4: Action

  This is the decisive moment, when you need to "close the deal". Content at this stage must be extremely clear, direct, and create a strong impetus for customers to make a purchase or sign up for the service. Content at this stage may include:

  • Limited-time promotions (flash sales, weekend promotions)
  • Free trials, special experience packages
  • Utilizing scarcity effects (only X products left, offer ends in Y hours)
  • Highly optimized landing pages with clear, easy-to-see CTAs

  Main goal: Convert potential customers into actual customers, often combined with follow-up messages or emails immediately after they interact with the CTA

  Stage 5: Retention

  The customer journey doesn't end when they make a purchase. This phase focuses on maintaining relationships, creating long-term value, and turning existing customers into loyal advocates for your brand. Accordingly, you also need to change the content accordingly, suggestions:

  • Post-sales care emails, customer satisfaction surveys
  • Birthday greetings, thank-you gifts for loyal customers
  • Articles and videos guiding customers on how to use products more effectively and maximize their features
  • Information about new products/services, loyalty programs
  • Building a customer community for them to interact and share experiences

  Main goal: Retain customers, encourage repeat purchases (upsell/cross-sell), and turn them into voluntary "ambassadors" for your brand

  GTG CRM - The system helps you implement a standard content strategy funnel.

  GTG CRM is an "all-in-one" CRM platform specifically designed to help small and medium-sized businesses, or even solo founders, build and execute effective content strategies. GTG CRM is a powerful tool to support you in building and sustainable growth:

  Create breakthrough content in an instant with AI

  Are you lacking ideas? Do you not have time to write a series of posts, emails, or advertising scripts? GTG CRM Immediately solve this worry with powerful AI Content features:

  • Create diverse content: From social media posts and email marketing to landing page content, AI will help you generate ideas and drafts quickly and with high quality
  • Save time & costs: No need to hire a copywriter, no need to rack your brains, you can still produce large amounts of high-quality content
  • Always have new ideas: AI helps you discover fresh content perspectives, diversify your messaging, and suit each stage of the funnel

  

  GTG CRM's AI helps you generate engaging content ideas for each platform

  Discover how to prompt AI to create content that suits your needs

  Schedule content posting Multi-channel use, no need for manual memorization.

  Forget about logging into each social media platform to schedule posts. With GTG CRM's Social Hub, you can easily synchronize and manage all your marketing channels from one place:

  • Connect popular platforms: Facebook, YouTube, LinkedIn for easy post scheduling
  • Significantly save time and costs: Centralized management optimizes resources
  • Ensure consistency: Easily schedule content for specific stages in the customer journey

  

  Set post schedules according to plan

  Tag & categorize customers by content reading behavior

  To personalize the customer experience and optimize campaigns, understanding the behavior of each potential customer is extremely important. GTG CRM helps you do this conveniently and intelligently:

  • CRM feature categorizes customers by behavior: Categorize customers based on their behavior. Example: Customers coming from an Education landing page will have their information automatically collected and categorized into the Education category by the CRM system.
  • Building a personalized customer file: Categorizing customers by "hotness" level to develop appropriate customer care strategies

  

  Categorizing customers by status

  Send automated content to the right people at the right time

  The true power of an effective content strategy lies in its ability to deliver the right message to the right people at the right time. GTG CRM provides powerful automation features to ensure this:

  • Automation Workflow: Set up an automated email sending process for leads
  • Send scheduled follow-up emails: Schedule emails according to a plan, no need to remember manually

  

  GTG CRM for Allows you to send automated emails after a specific action

  Conclusion

  In an increasingly competitive market, strategic content creation not only helps you attract customers but is also an effective way to build an automated and sustainable sales system. GTG CRM is the comprehensive solution to help your business master this process.