Spiderweb Content Marketing Strategy, otherwise known as spider webbing, isn’t a new idea – but it’s growing in popularity and will continue to do so in 2024. It makes sense because its scope is broader than looking at marketing in the traditional sense.
Reshaping the funnel
Sales funnels are so ingrained in the marketing world that it’s hard to visualize another concept. Yet, people have been living in the digital age for a while now, and have been approaching the conversion experience from a myriad of different places. Because of this, the funnel isn’t always funnel-shaped anymore – even if the same “stages” apply.
WWW: The World Wide Web
Everyone researches and learns in a lot of different ways, from a lot of different sources. As the internet expanded, so did the necessity and popularity of search engines. I’m sure it’s not lost on you that this phenomenon was already called the World Wide Web!
The modus operandi has been to create separate marketing campaigns for each prospect or persona, then develop specific content to capture the customer’s interest at certain stages of the funnel (awareness, consideration, conversion, and retention). Traditional funnels would often focus on guiding users along a linear path – let’s say from an email or sales letter, to a single landing page, and ideally a conversion.
Marketers moved people along what they thought their journey was. The truth is, marketing has never been that linear. Some prospects may stay in the awareness phase for a month, consideration for a couple of weeks, and revert to consideration without ever making it further.
The search has changed
The way we search and shop evolved from a path down a standard funnel (1) into a journey that resembles a weblike structure (2).
Spiderweb SEO focuses on building a diverse, yet interconnected, network of relevant and linked content. This includes blog posts, infographics, social media, videos, backlinks, and more. These links would all contain a call to action (CTA) pointing to your website or the central location you want them to go. The overarching goal is to attract users from across the internet — offering multiple locations that can respond to their search queries. This builds your credibility.
Spider-webbing offers more touch points, allowing some flexibility to the customer. They don’t feel “strong-armed” by organic content they seek themselves, even if it’s leading them to the same goal. For example, it doesn’t matter where a fly lands on a spiderweb. The spider will find it.
Webbing is a bit like using buckshot instead of a bullet
You still need to be discriminating and apply strategic steps for planning your content and where to place it – not just scatter it over as many places as possible. To broaden your presence successfully, you need to research where your audience hangs out. Then you can develop specific content to complement those platforms.
A spider weaves its web so that it can go from anywhere to anywhere in that universe. Think about this when looking at a customer’s search behavior. When you track a customer’s query, and a search engine’s responses to that query – you will find the same context of words, terms, and topics in the results. These are the touch points between their search and your ultimate solution. Customers can start their search anywhere on the web, but you can plan where the strands interconnect and where they ultimately lead.
If you wish to discuss this strategy or need a hand with how to implement it, we are happy to connect and help you spin your own web!
One word of warning: be careful when searching for more information about spiderwebs and funnels online. You may end up filling your screen with larger-than-life orb weavers or Australian funnel webs!
Post written by Jonna Jerome // WordsWerk.