I’ve talked about how to expand on your content and how to create the best content quite a few times. However, one key aspect that hasn’t been covered yet is probably the most important – creating the strategy.

Before any content is created, it’s important to understand the different personas of customers/clients you have and what each level of the funnel looks like for them. Then, you can decide what type of content (including title and even an inspire link) should be present at each of these stages.

In this article we’ll be discussing:

  • Each element of the content funnel and the strategies to incorporate
  • Different types of content to utilize
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Awareness and Attract

First thing’s first, in order to eventually get the lead, you need to make sure that your target audience is aware of you. In order to do this, you have to create content that will attract and engage with them as a way to get them interested in your product or service.

This type of content is referred to as TOFU (Top of the Funnel). Here are some types of content this might include:

  • Quizzes
  • Calculators
  • Infographics
  • Stats
  • Question-based blog articles
  • Videos

Tip: This is where you get to have fun! Showcase your brand, mission, and products/services in an engaging way that will get attention.

Evaluation and Research

Next comes the evaluation aspect. This is when a qualified lead (someone who meets your sales criteria) has discovered your brand and decides that they want to know more. They may also be researching other companies during this time so it’s important to ensure that the content you create stands out in this area.

Content that caters to those still researching and wanting to know about your brand is called MOFU, or Middle of the Funnel. This consists of:

  • Printables
  • Whitepapers
  • Checklists
  • Worksheets
  • Assessments
  • e-Book
  • Guides
  • Templates

Tip: This is where it is really time to show your stuff! Be as informative and authoritative as possible.

Convert

Now that you got them interested, it’s time to finally convert those leads into actually clients or customers. During this stage, it’s important to really push for that final step. Think of it this way, they love your product and what you have to offer so now it’s time to show it in use so they can really understand how all the moving parts work.

During this final stage, focus on what is called BOFU (Bottom of the Funnel) content. This consists of:

  • Buyer’s Guides
  • Case Studies
  • Testimonials

Tip: Note that this section may not be applicable to your product. Most B2C companies are able to only do TOFU content or unique variations of MOFU. Sometimes, simple awareness is all you need to make the sale!

Nurture

Lastly, I wanted to hit on nurturing. It’s true that, for the most part, this may only be applicable to B2B companies. However, it is such an important aspect that it garners some attention.

During the nurturing stage is when you start to implement what is known as the “flywheel” (no, not the company). This is when you treat customers as if they are new prospects. This would be starting them at the very top and labeling them as an “opportunity”. Why? Because, now that they are customers, you can focus your efforts on engaging, showing your work ethic, and hopefully upgrading them to more services.

Obviously, you won’t be able to do this with everyone, and it may not be something that your business needs. However, if you happen to be in the B2B scene, you may need to think about nurturing your leads.

Tip: Setting up newsletters and specific email work flows based off services and needs of your customers is a great way to start nurturing. Learn more in my article about email marketing automation!

Need help understanding how to best utilize your content? Heck, need someone to write content for you? Fill out my contact form today for a marketing consultation!

Published by Stevie Howard

I am a digital marketer that has experience in a variety of fields including social media, SEO, SEM, lead generation, content strategy, and more.

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