1. Don't create content based on inspiration, follow the funnel

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

• Disjointed content: Potential customers access information in a patchwork manner, without a clear understanding of your products, services or the value you bring
• Lack of "conversion momentum": Content does not lead readers through specific steps, making it difficult for them to make a purchase decision
• Missed opportunities: Customers easily ignore your brand because they cannot 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 leads potential customers from when they do not know anything about you until they make a purchase and become loyal customers. This funnel is often described through the stages: Awareness - Interest - Desire - Action - Retention.

When you understand which stage your customers are in, you can provide the right type of content, at the right time, to push them further down the funnel.

2. Content Strategy by Funnel - What Should You Post at Each Stage?

To turn strangers into loyal customers, it is essential to build a tight content strategy that is flexibly adjusted for each stage of the funnel. Here are the strategies you should focus on at each step to maximize effectiveness:

2.1. Phase 1: Awareness

In this first phase, your main goal is to introduce your brand and solution to people who don't know anything about you. The content here should focus on education, problem-solving, and value sharing, not direct sales:

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

Main goal: Attract the attention of strangers, position yourself as a trusted source of information

2.2. Stage 2: Interest

Once your customers have recognized and paid attention to you, it’s time to dig deeper into your product/service positioning. Your content at this stage will pique their interest by clarifying the benefits and unique points of differentiation you offer. At this stage, your content could include:

• Success case study, story of how a customer solved a problem thanks to you
• Mini tutorial on how to use a product part or feature
• Behind the scenes, workflow to increase transparency
• Answer frequently asked questions (FAQs) in detail

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

2.3. Stage 3: Consideration (Desire)

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

• Video feedback, authentic testimonials from customers who have used and are satisfied
• Video demo of detailed products, presenting outstanding features
• Article about specific customer stories
• Personalized content: "Who should use this product?" or "How does this product solve problem X for group Y?"

Main objective: Reinforce trust, promote desire to own, often used effectively in email marketing campaigns or remarketing

2.4. Stage 4: Action

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

• Time-limited offers (flash sales, weekend promotions)
• Free trials, special experience packages
• Using the scarcity effect (only X products left, offer ends in Y hours)
• Highly optimized landing pages with clear, easy-to-see CTAs

Main goal: Convert leads into customers, often with a follow-up message or email immediately after they interact with the CTA

2.5. 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 past customers into loyal advocates of your brand. Accordingly, you also have to change the content accordingly, suggestions:

• After-sales care emails, satisfaction surveys
• Happy birthday, gifts to thank loyal customers
• Articles, videos on how to use the product more effectively, maximize features
• Information about new products/services, loyalty programs
• Build a customer community for them to interact and share experiences

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

3. GTG CRM - The system that helps you deploy a standard funnel content strategy

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 developing sustainably:

3.1. Create breakthrough content in a snap with AI

Are you running out of ideas? Don't have time to write a series of posts, emails, or advertising scripts? GTG CRM solves this worry right away with the powerful AI Content feature:

• Create diverse content: From social media posts, email marketing to landing page content, AI will help you create ideas and drafts quickly and with quality
• Save time & costs: No need to hire a copywriter, no need to worry, you can still produce a large amount of high-quality content
• Always have new ideas: AI helps you discover new content angles, diversify messages, suitable for each funnel stage

3.2. Schedule multi-channel content posting, no need to remember manually

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

• Connect popular platforms: Facebook, YouTube, LinkedIn for easy posting scheduling
• Save significant time and costs: Manage everything centrally to optimize resources
• Ensure consistency: Easily schedule content for specific stages in the customer journey

3.3. Tag & classify customers according to 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 classifies customer behavior by behavior: Tag customers based on their behavior. For example: Anyone who clicks on an educational post will have their CRM system information collected, then you will classify them according to the appropriate behavior
• Build a personalized customer file: Classify customers according to their "hot" level to come up with a suitable care strategy

3.4. Automatically send content to the right person, at the right time

The real power of an effective content strategy lies in the ability to deliver the right message to the right person at the right time. GTG CRM offers powerful automation features to ensure this:

• Combine Email Automation and Chat Automation: Set up automated scenarios
• Send planned nurturing emails: Schedule emails to send according to plan, no need to remember manually
• Personalize content: According to tags, channels, and specific behaviors of each customer, increase open rates, interactions and promote conversions

4. Conclusion

In an increasingly competitive market, creating strategic content not only helps you attract customers but is also an effective way to build an automated and sustainable sales system. GTG CRM is a comprehensive solution to help your business master this process. Sign up for a FREE 14-day trial of the GTG CRM platform today to boost your sales and optimize your customer journey!