How Content Marketing Axed the Marketing Funnel


As a marketer, you are well aware of the “funnel.” While it’s true you should attempt to create content that aligns with a prospect’s stage in the purchase path, there’s a notion that I would like to dismiss.

The likelihood that a consumer in 2014 is going to enter the top of your company’s marketing funnel, and then smoothly follow a pre-determined path you have created for them all the way through to conversion, is an antiquated idea.

Instead, today’s customer journey is incredibly fragmented. Prospects can consume a wide variety of content on brand websites, social media channels, review sites, or e-mail newsletters, or their mobile devices. They might experience brands offline, too — at live events, on TV, or via word-of-mouth. Consumers flock to content that is relevant to them, but frequently migrate to other networks or sources because:

  • Additional content is easily accessible online
  • They still have unanswered questions

With so many possible entry points, touch points, different approaches, and varying content offerings across the web, a consumer might realistically find you at any point in their journey. Consumers arrive at brands and content in many different ways, on different devices, and at different times. All of this makes consumer patterns nearly impossible to track or predict, and it greatly diminishes the relevance of the traditional funnel.

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