Are you looking for ways to improve your content marketing strategy? Want to know the different types of content you should use throughout your customers buying journey?
Digital Marketer share their recommend content pieces in this infographic.
They break things down as follows:
- Top of the funnel (TOFU)
- Middle of the funnel (MOFU)
- Bottom of the funnel BOFU)
Check out the infographic for more.
Customer journeys are an essential part of any successful business, but they can be difficult to pin down
Your customer journey is made up of three different stages: top of the funnel (TOFU), middle of the funnel (MOFU), bottom of the funnel (BOFU) and beyond.
Each stage is important for your customers, but each requires a different type of content to engage them at that stage in their decision-making process.
Top of the funnel content (TOFU)
Top of the funnel content (TOFU) is a term marketers use to describe a variety of types of content that nurture leads, or prospective customers who haven’t yet converted into sales.
In other words, it’s not just any type of marketing material; it’s specifically designed to attract people who don’t yet know they need your product or service at all.
TOFU content can include landing pages, explainer videos and more—all created with one goal in mind: To create awareness and interest among potential customers.
Why is top-of-the-funnel content so important?
The answer is simple: Without this kind of information, people won’t know about you at all!
We’ve all heard about how Google founder Larry Page once said “People don’t buy what you do; they buy why you do it.” He meant that when someone searches for something online, they’re usually looking for an answer first—not necessarily a company name.
So if you want people to find out more about what makes your company unique and different from others out there in the marketplace, then it’s up to YOU to tell them why they should care!
Middle of the funnel content (MOFU)
Middle of the funnel (MOFU) content is the kind of content that helps you move prospects along the sales funnel. It’s what you use to show them how much value your product will bring to their lives, and how it can solve their problems.
The best MOFU content explains what your product does, why it’s so great, and how it compares to other solutions on the market.
If someone has already reached this stage in their journey but hasn’t yet committed to buying from you—which happens more often than you’d expect—MOFU content is also a good way of building trust and credibility with potential customers by sharing case studies or testimonials from happy customers who have already purchased from you in some way (whether through a free trial or full-priced membership).
At this stage in the customer journey, MOFU-focused content is all about making sure that prospects see all sides of your business before they commit any money or time towards becoming customers themselves.
It’s important not just because most people do research before making big purchases; but also because anyone interested enough about what you’re selling will probably want answers for questions like: How can I trust this company? Why should I buy from them instead of going somewhere else? And most importantly: Is there really value here?
Bottom of the funnel content (BOFU)
Bottom of the funnel content (BOFU) is meant to be used when you’re at the end of your sales cycle. It helps close the sale by building trust, authority, a relationship and a community.
- Interviews with thought leaders in your industry
- Inbound marketing guides for small businesses or specific verticals (like restaurants)
- Case studies about how other companies have used your product or service