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Celebrate Your Company Genius

COMMUNICATE WITH INNOVATIVE CONTENT

Your business is built on a platform of brilliant ideas, creativity, and innovation that translates to thought leadership. Communicate your innovation in all your marketing and sales efforts.
 

Content marketing is valuable because it:

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  • Educate your prospects about the products and services you offer according to 2023. HubSpot research shows that 29% of marketers use a blog or website for lead attraction and conversion.

  • Boosts conversions.

  • Builds relationships between your customers and business that increase loyalty, and 30% of marketers create content that reflects brand values.

  • Show your audience how your products and services solve their challenges.

  • Creates a sense of community around your brand.

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How does content marketing work?

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Content marketers attract an audience by compelling stories and by sharing valuable information. They also use content channels to build community. So, content marketing for business isn't just a technique or strategy but a unique form of communication.

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With that in mind, people have different needs at different stages in the buying process. To ensure that your content meets a need at every stage, you'll want to consider your conversion funnel.

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Top of the Funnel (TOFU)

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At the top of the funnel, you want to build awareness with your content. Your target audience might know they have a problem but aren't sure how to solve it. You can focus on brand awareness, broad pain points, and common questions at this stage.

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TOFU content should pull potential customers in to help them better understand a specific problem. This gives you a relevant opportunity to introduce them to your solution.

Common challenges for TOFU content include competition, balancing educational and promotional content, and tracking ROI.

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To address these issues, create a content strategy that grabs the attention of a specific audience. Your strategy will also help you create a plan that aligns content topics and formats with business goals. Then, make a list of KPIs to track your content performance.

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Helpful content types at the top of the funnel include:

  • Blog posts

  • Social media posts

  • Short-form video

  • Podcasts

  • Infographics

  • Checklists

  • Ebooks

  • Webinars

  • Video Ads

Image by Charlotte Karlsen
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Middle of the Funnel (MOFU)

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Once a prospect passes to the middle of the funnel, they're considering your product. They may have visited your site more than once or they engage with your social media. They might have signed up for your email newsletter.

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MOFU content should build a relationship with that person. At this point, they understand their problem and are comparing possible solutions. So, your content should educate them on the specifics of your solution and show how it meets their unique needs.

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This is also an important moment to build trust. A prospect might not be ready to buy, so pay attention to changes in user behaviour. It can be tempting to make assumptions or go for a quick conversion, but that can damage the relationship. Instead, offer in-depth information and value to nurture your lead.

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Great middle-of-funnel content types include:

  • Email newsletters

  • Product demos

  • Landing pages

  • White papers

  • Case studies

  • Longer-form videos

  • Blog posts

  • Interactive content

  • Webinars

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Bottom of the Funnel (BOFU)

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Bottom-of-funnel content helps your prospect make a decision and, ideally, convert. This stage focuses on conversion. So, BOFU content should make it easy to test a product, understand pricing, and make a purchase. Content that converts should drive action and create a sense of urgency.

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Prepare to respond to common objections and other blockers that can impact sales with your content.

Personalization can add to the impact of your content at this stage. Creating powerful CTAs is also important.

 

Bottom-of-funnel content types include:

  • Personalized emails

  • User-generated content, like customer testimonials

  • Case studies

  • Pricing pages

  • Competitor comparison blog posts

  • Video demos

  • White papers

  • Remarketing campaigns

Frequently Asked Questions
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