• Social Media Funnel


How to Write Copy for Each Stage of the Funnel

Matthew Burley, Copywriter @ Article-Writing.co

Posted On: November 09, 2018

Recently, the term “funnel” has become a hot topic in the social media world. For those who don’t know, the funnel is in a way understanding the customer’s relationship with a company. Different sources will sometimes have their own names for each stage of the funnel. However, generally, the funnel is broken into the top, middle, and bottom. As a social media copywriter, it is important to know how to write about each stage of the funnel. This will give you an upper hand when planning out your social media content.


Writing Copy for the Top of the Funnel

The first stage of the social media funnel is the top. This part of the funnel is all about awareness. The goal of the top of the funnel is simple; it’s for people who are learning about your company for the first time to become more interested. Primarily, the best way to do this is with educational, clean, and authoritative social media copy. This will draw the customer in and motivate them to learn more about the company.

When writing copy for the top of the funnel, write with clarity and authority.

Writing Copy for the Middle of the Funnel


The middle of the funnel focuses on social media users who are aware of your company. Middle funnel social media copy focuses on maintaining or improving the user’s opinion of your company. Companies will often do this in a number of ways, including accessibility through multiple platforms, having a variety of content, and paid promotion. When writing for the middle of the funnel, it is crucial to focus on the voice of the writing. Every company has its own style and tone that adds to its persona. Middle funnel social media users will often be familiar enough with the brand to know if something is wrong with the voice.


Writing for the Bottom of the Funnel


When writing for the bottom of the funnel, it is necessary to remember that you are advertising to loyal customers. Keep in mind that you don’t need to be as aggressive, as it may turn off returning customers. One of the best things you can do is make the shopping experience easier for these customers. Try adding an subtle CTA at the end of your content. You can also link your website to your social media pages for swift access. This will make the shopping experience quick and convenient.

Adding a CTA at the bottom of your copy can help generate more views and interactions.

As a social media copywriter, it is important to understand how to write for each stage of the funnel. Knowing the nuances of each stage can give any copywriter the upper hand while crafting quality copy. The top of the funnel is for introducing new users to your company. The middle of the funnel is for maintaining or improving users opinions on your company. Lastly, the bottom of the funnel is for loyal customers who should be appreciated and respected. The best way to do this is writing subtle CTAs and linking your website to your social media profiles.

Need help writing?

For help writing effective copy for each stage of the social media funnel, visit Article-Writing.co.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.