Step 3. Plan your content around your Marketing Funnel
In order to ensure the content you are developing is both appropriate and actually results in a strong return on investment you need to plan it according to which stage of the marketing funnel a prospect is in.
For example, promoting an upsell opportunity via a top of the funnel Facebook ad wouldn’t make much sense as users here are both unware they even have a problem that warrants your solution, but aren’t even customers yet.
The use of content has changed to be more effective in attracting visitors to a website. We suggest planning your content strategy around three sections of the funnel, simply:
Top of the funnel (TOFU)
Middle of the funnel (MOFU)
Bottom of the funnel (BOFU)
How to develop content for the Top of the Funnel (TOFU)
Prospects at the top of the funnel need to be shown that they have a big enough problem that warrants your solution. Often prospects here are searching for advice or information on the issue they may be having, and usually aren’t ready to be singing up to any lead magnets or giving away their precious details… yet. (Secret: this is a top of the funnel blog article right now, designed to encourage you to download our content marketing e-book and ultimately book a strategy session with one of our strategists to become a client J)
Types of content that will work here are:
Write blog articles here that will start to address the answers to your prospects needs. For example, if you are a luxury home builder useful articles may include:
- How to choose the right home builder in TOWN, CITY
- The top home design trends in YEAR
- Choosing the design theme for your next home
- Renovate or build? How to make the right choice
Infographics – design info graphics that answer key questions your prospects ask when they are first interested or looking.
Other types of content for the TOFU include:
- Social Media Updates
- Print magazines / newsletters
Building in your SEO keywords into your content
For this type of content choose High level, informational keywords that are more related to your target audience. For example, if you are a real estate agency, searches like “best restaurants in CITY” are better.
While these posts don’t drive a lot of leads, they do drive traffic and awareness for your brand. Think of these keywords as Information posts on a blog, use these to funnel traffic to product and service pages using internal links.