Content marketers need to accomplish three things:

• Create content
• Promote content
• Measure results

Here is a top-view look at the funnel, showing how the three different promotion channels affect the funnel in different ways.

Search = Awareness

Google is a discovery engine. High rankings for a relevant phrase can have a dramatic impact on awareness.

Social media = Awareness and consideration

Social media also increases awareness, since it makes you visible to friends of friends. When they interact with the content, it indicates stronger connection and consideration.

Email marketing = Consideration

Email signup requires a higher level of trust. But when they subscribe, you can reach them consistently. You’ve moved beyond simple awareness and toward greater consideration and action.

Content Marketing Funnel

Sources:

https://www.linkedin.com/pulse/59-marketing-diagrams-charts-explain-digital-andy-crestodina/