Storytelling is an art; interestingly presenting boring topics is given credit for more sign-ups from interested passersby. For instance, a person who was casually browsing about the latest EV cars stumbles upon an article related to auto insurance coverage for hybrid and electric vehicles and requests a quote. It’s not something you were actively searching for, but the way it’s written grabs your attention. Before you know it, you’re curious, maybe even interested enough to request a quote. That’s the magic of content marketing! It’s not just about selling; it’s about creating a connection.
By presenting information in a way that’s engaging and relatable, you’re guiding people through a journey—what we call a sales funnel. It starts with awareness; more like – hey, this is interesting!, moves to the consideration stage and you think – hmm, maybe I need this, and finally leads to action, okay, let’s do this! And the best part? It doesn’t feel pushy. It feels like a natural conversation, like a friend helping you figure things out. So, let’s break it down and see how content marketing builds this funnel step by step.
Sparks Interest
Good and well-executed content grabs attention. It need not necessarily make you stop what you are doing, but you may bookmark it and revisit it. This is the top of the funnel, where your goal is to educate and entertain, not sell. By addressing their curiosity, you’re planting a seed that will start shaping into a cotyledon at a later stage. Not all seeds may sprout, but you will have enough that will reach back to you.
Building Trust Through Engagement
Once they’re interested, they’ll look for more. Maybe they’ll read another article or watch a video comparing insurance options. Here, your content should provide value tips, insights, or answers to their questions. This builds trust and positions you as an expert, not just a seller. Sometimes a single engagement will not be enough and you will need multiple content channels for better visibility.
Budging Towards Consideration
At this stage, your audience is seriously thinking about whether they need what you’re offering. They’re past the “this is interesting” phase and are now in the “should I do this?” mindset. This is where your content needs to help them make that decision. For example, if we’re talking about EV insurance, you could share a case study of how someone saved money by switching to a specialized plan. Or, you could create a comparison guide that breaks down the pros and cons of different insurance options.
Conversion Stage
After the pitches and presentations, follow-ups, feedback, and clarity that’s sought and provided, it’s time to seal the deal. Often there are instances where a lead is converted effortlessly and in some cases the best persuasion falls flat. A salesperson has to review the learnings and be consistent in efforts to improve conversions.
Conclusion:
If you can feel the pulse of your client, you will convert them to a permanent and loyal customer for ages. Try to be genuine and empathetic in your sales. Things will look up!
