You’ve tried multiple CTAs, but no one is clicking them. Have you ever felt that you have done everything you can to increase your conversion rate, but people are still not buying what you’re selling? You may be following the right procedures, such as using enough whitespace and having only one call to action. You may also have tried multiple CTAs, but no one is clicking on them.
Your top of the funnel content is easy to scan and your words are captivating. Your style only seeks insignificant necessities and no results yet.
Worry not; you’re on the right track.
The main objective of content at the top of the funnel is to educate potential customers, encourage them to visit the site again, and establish a strong connection with them by encouraging them to sign up for an online course or subscribe to a newsletter.
Before clients talk to a sales representative, they look at 3-4 different pieces of content. Therefore, you need to have engaging top-of-the-channel content that is also entertaining, in addition to solving a problem.
What is Top of the Funnel Content?
Top of the funnel content includes anything that is educational or helpful, and does not directly promote a product or service. This could be blog posts, tutorials, FAQs, or anything else that provides value to the reader without asking for anything in return.
Tofu content is mostly designed to reach potential customers who are in the awareness stage of their online buying journey. This is the stage where people realize they have a need that needs to be filled, and they begin searching for solutions.
Top of the funnel marketing may seem like a lot, but it can be broken down into a few stages of discovery.
Attracting Customers
After creating awareness, you should focus more on content marketing that is targeted at the top of the funnel. This content should be of high quality, and should aim to solve the problems of potential clients. You also need to make sure that the content you create meets the expectations of your customers.
Connecting with your Clients
An emotional appeal is not enough to make people want to buy your product. You need to show them that your product is worth their time and money.
To connect with potential clients, specify how using your website will benefit them. Also, mention your free offer at this point. Chances are, they will be open to your offer.
Types of Top of the Funnel Content
When it comes to top of the funnel content marketing, the one size fits all tactic is not applicable. Different types of ToFu content attract different customers:
Blog Content
If you haven’t started a blog yet, now is the time. A blog will keep you relevant, attract site visitors, and start conversations. Plus, a blog will increase your ROI by 13%.
To create and maintain a successful blog undoubtedly requires a lot of dedication and hard work.
But creating a ToFu content post or two per week could be all it takes to prove to clients that your business is up to date with current trends and information relating to your industry. Here are a few top of the funnel content ideas:
Skyscraper/Cornerstone Content
Skyscraper content is designed to be the most comprehensive and reliable resource on a given topic, something that your audience will want to refer to frequently. The same way you pin posts you would like to revisit on your social media pages, cornerstone ToFu content is reliable and significant.
An excellent cornerstone blog consists of:
- At least 2500 words ( should be three times longer than an average blog)
- Several links that lead clients to your other top of the funnel content
How-to guides
If you are looking to save time, how-to guides can be quite reliable. These top of the funnel content pieces provide quick and straightforward tutorials on how to do something.
In order to make your content posts more captivating, you should include images or screenshots of what you are talking about. Mention items or services that your company offers to make the task easier for the reader.
Comparison posts
While most clients want to use the best services and products, an average client may not necessarily have the time to do extensive research on what those may be. You can simply:
- Pick at least two popular companies.
- Compare and contrast their services and product features.
- Jot down the reviews
- Mention how easy they are to operate and the customer support.
Industry Trends and Analysis
If you want to attract more clients, try writing content about frequently searched topics in your industry. This will give people who are curious about these topics a chance to learn more about why they are popular.
Guest Posts
Guest posting is a type of content marketing strategy where you publish your business’ content on a third-party media outlet. This is a way to reach out to new audiences who may not be familiar with your brand and prompt them to learn more.
Interviews and Webinars
The more media exposure you get, the better. Interviews help you get maximum visibility. You can improve your corporate image by recording an interview with a colleague or someone in the same business network. Also, seek out opportunities to have an interview with other companies. The more media exposure you get, the better.
Web-based seminars provide an opportunity for customers to interact with and learn from your company. These events allow potential customers to attend live sessions focused on top-of-the-funnel content, and they can ask questions and receive feedback from you. The more interactions you have with potential customers, the more opportunity you have to demonstrate the value of your products and services.
Podcasts
Podcasts are quickly becoming more popular. They are a great way to share large amounts of information in an easily understandable format.
Quiz and Surveys
An interactive post at the top of the funnel is the most engaging kind of content. Here are some ideas to make it enticing and fun:
- Keep it short and captivating with at most ten questions.
- Add a text box on surveys for your audience to ask questions.
- Make it easily readable by adding images on text responses.
- Include a call to action
Press Release
A press release is an effective way to get the attention of media outlets and media personalities. By sparking curiosity in the vast audience, press releases can prompt them to read your content.
Company News
If your business is doing great things that set you apart from your competition, press releases are the place to show off your accomplishments.
Make sure to pat yourself on the back every once in a while, and recognize all the progress and effort you’ve made. Discussing tough decisions you’ve had to make, as well as your goals for continued growth will help keep you motivated and inspired.
Images
This means that a single image can tell a story that is just as effective as a large amount of text. You can post the images on:
You can get more visibility for your ToFu Content images by reposting them on Pinterest.
Infographics
Infographics are a great way to simplify complex information and make it more visually appealing, resulting in increased engagement from your audience.
Video Content
In addition to educating your audience with video content, you can use videos that are 10 minutes or less to demonstrate the problems your business solves, showcase a product or service, and provide a combination of testimonials.
You can engage potential customers through long videos in the format of vlogs, case studies, success stories, or footage of what goes on behind the scenes.
To keep your audience’s attention, make sure your initial content is more attractive as it continues.
Free Website Tools
This includes free websites, online calculators, and free subscriptions to newsletters and email lists.
Product Pages
Your website should offer different pages for each product or service you offer. This will allow you to expand your top content significantly, increasing your chances of being found online.
Ads
Advertising is a great way to reach people at the top of the marketing funnel. Your ads should be captivating and motivating, leading people to take action like signing up for a newsletter or buying your products and services.
Landing Page
The main goal of a landing page in a top-of-the-funnel marketing strategy is to turn visitors into potential customers with an great call to action.
Make sure your text is simple and straightforward.
How to create the right Top of funnel Content
Top of the funnel content marketing is designed to attract leads, build awareness of your brand, and meet your customers’ needs.
Here are some ways you can create a great top of the funnel content:
Building your Buyer Persona
In other words, buyer personas are make-believe people who represent your real, flesh-and-blood customers. Creating them involves gathering data about your current and ideal customers and generating fictional profiles that embody them. These profiles help you zero in on qualified leads, design products that fit your target customers’ needs and divvy up tasks among your team members, from marketing to sales to customer service.
Creating content that appeals to the needs of your buyer persona, staying in touch with customers after a purchase is made, and taking steps to ensure customers remain loyal are all part of buyer persona development.
Personas are an effective marketing strategy for attracting high-value leads who are likely to stay with your company for a long time.
Understand your Keyword and Search Intent Target
To know what people are searching for on the web, you can use keyword research tools like Google AdWords Keyword Planner and Google Trends. You can also look at your competitors’ websites and see what keywords they are targeting. To make sure your products and services are a click away from a potential buyer, you can use search engine optimization (SEO) to get your website to rank higher in search engine results pages (SERPs).
The key to success is understanding your target keyword and search intent. This will help you create content that is relevant to what your audience is looking for, and that leads them to your site.
Google Keyword Planner can help you develop a list of keywords for your content that will perform well in relation to your products and services.
Create Content that Educates, Entertains, or Inspires
What are some ways to produce content that will be noticed by people at the top of the funnel?
Most created content is not very good and only serves as a way to get attention from an audience without asking them to buy your products.
ToFu content is most effective when it is both informative and engaging, while also raising awareness.
Over quantity, most digital sites choose quality top of the funnel content.
To generate leads, you need to identify potential customers and then present your product as a solution to their problem.
As the expert on your products and services, you are in the best position to advise customers and suggest which offers will be most valuable to them. However, you need to listen to them more and talk less.
When customers tell you about their disappointments, it gives you an opportunity to improve the situation and fix the problems causing frustration. In the end, this benefits both you and the customer.
A customer disconnect due to pricing means that you have not explained the value of your products or services to the customer well enough.
Don’t Bare All; Provide more value in your Lead Magnets to Incentivize Prospects.
The level at which you have won your customers’ hearts is not a time to relax or take your attention off of them.
If you want to create a piece of content that will generate a lot of referrals, you need to develop an attractive offer that even you, the giver, cannot resist. This will motivate your clients to take action.
If you’re looking for a referral program, Dropbox is a great option. Their top-of-the-funnel marketing strategy has contributed significantly to their growth.
Measure your Content Engagement
The key objective of every marketer is their top of the funnel content engagement. Despite having several comments and DMs from readers telling you they enjoyed reading your ToFu content, you need to measure your ToFu content engagement in order to continue providing valuable and interesting information.
There are several ways to measure the success of your digital marketing campaign, including the number of qualified leads, your organic ranking in search results, your brand’s share of the market, and the number of new backlinks or social shares.
Conclusion
It is not easy to set up content at the top of the funnel. You will not be able to do it in one day. You will need to pursue it actively as long as your business is operating. While it may be challenging, if you are able to effectively and efficiently close deals, it will lead to significant improvements.
Sales funnels are powerful.
But not every sales funnel is powerful.
You can use 12 strategies to make a sales funnel more effective, which include lead magnets, tripwire funnels, upsells, downsells, and soap opera sequences.
If you use those tactics, you will probably be successful in converting a high number of people and making a lot of money.
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