What is AIDA, and how can it help you improve your marketing efforts? 
AIDA funnel

Do you ever feel like you’re throwing darts in the dark when it comes to marketing? You’re not alone! Figuring out what works for your business can be a daunting task. But there is one framework that can help make things a little easier: AIDA. AIDA is an acronym for Attention, Interest, Desire, and Action, and it’s a great framework to keep your marketing efforts on track. In this post, we’ll discuss how you can use each of these elements to create successful marketing campaigns. 

So let’s recap what AIDA is and what direct actions you can do for each of these steps in your marketing!

A – Awareness

I – Interest

D – Desire

A – Action

AIDA funnel


Awareness is the first step in the content marketing funnel, and it’s all about getting your brand seen by as many people as possible. You can do this through various channels, such as social media posts, blog articles, videos, or even by being mentioned on other websites.

Most important examples of content:

Blog posts


Podcast episodes


Interest is the next step in the content marketing funnel, and it’s all about getting people to take a closer look at your brand. Once someone is aware of you, they may be interested in learning more about what you do and how you can help them. You can achieve this stage by providing valuable content that helps solve their problem or answer their question.

You’ll want to create:


Email Newsletters

Blog posts & videos


Desire is the third step of the content marketing funnel, and it’s all about getting people to take that step from being interested in your brand to choosing you. This is where lead magnets come into play – content pieces explicitly designed with the goal of collecting a contact form submission or email address for future communication. At this point, the customer is ready to make a decision.

Some examples include:

Email Newsletters

Case studies

Testimonials and reviews

Product demonstrations

Inspirational posts about the benefits


Action is the fourth and final step in the content marketing funnel, and it’s all about getting people to take the plunge and become a customer. This stage is all about providing strong calls-to-action (CTAs) that compel them to buy your product or service.

Some great examples of your Action content marketing are:

Buttons & Links


Sales pages

Sales videos

Sales emails

Product descriptions

More testimonials

Not in the original AIDA form, but a very important addition to it is Retention.

Retention is the final content marketing funnel stage where you keep your customers coming back to make more purchases over time. It’s always better and cheaper to sell to existing customers than find new ones, and that’s why this step is so important.

In your retention arsenal, you should have:

Follow-up emails

Special offers

Customer support & FAQs

Email Newsletters

Whatever content you create, make sure you talk TO your customers, not AT them. It’s never about you; it’s about them!

You should always keep your customer’s pain points in mind as the first source of inspiration when creating content.

– What are they struggling with? What questions do they have?

Another great source of inspiration is your competitors. What are they creating content about? Have a look at their blog, social media accounts and subscribe to their newsletter.

Last, but not least you can check out Google Trends to find out what people are interested in and what kind of content ranks the highest.

The AIDA formula is a great way to organize your thoughts when it comes to marketing, but the most important takeaway is that you always need to put your customer’s needs first. If you can focus on what makes them tick and how they make decisions, you’ll be well on your way to creating successful marketing campaigns. Follow us on social media and let us know what other topics you would like us to cover!


More articles