A content marketing funnel is a strategic model that outlines the process of using content to attract and guide potential customers through various stages of their journey, ultimately leading to conversion into paying customers. It’s usually part of a bigger content marketing strategy. The funnel consists of three stages:
Stages of Content Marketing FunnelÂ
- Top of the funnel (TOFU): attracts attention
- Middle of the funnel (MOFU): generates leads
- Bottom of the funnel (BOFU): drives conversions
The crucial question to answer as a marketer is, what content will satisfy the needs of potential customers and help them build a relationship with the brand at a specific stage?
Let’s look at the stages more closely and find out which content is most suitable for each stage:
Top of the Funnel (TOFU)
Sparking an Interest:
The beginning of the funnel marks the initiation of the buyer’s journey and represents the stage with the highest concentration of individuals.. People must still be ready to buy and have probably never heard of your company. You aim to attract their attention, offer the best answer to their queries, educate them, and gently introduce them to your brand. The most effective types of content for this stage are more educational and provide a piece of value, which helps drive users to your website. Digital marketing activities in the TOFU funnel.
Here are some examples of TOFU content
Blog posts: A blog is a great way to educate website guests and inspire them to learn more. Creating blog posts on a particular topic makes your leads return the next time they have any questions. Ensure that you provide SEO content to make your articles easy to find.
Social media posts: Publish your content on LinkedIn, Telegram, Facebook, or wherever your target leads are. Social media is a great way to reach many potential customers.
Infographics: Visual graphics simplifying complex data to catch attention and increase brand visibility & awareness.
Webinars: Webinars are a great way to engage with potential customers and provide valuable information about your products or services.
E-books: In-depth content offering valuable insights & solutions, exchanged for contact info to nurture leads.
Middle of the Funnel (MOFU)
Generating Leads
In this stage, potential customers have already shown interest in your brand and are looking for more information. You aim to provide them with more detailed information about your products or services and help them understand why they need them. The most effective types of content for this stage are more detailed and informative.
Some examples of MOFU content:
Whitepapers: A whitepaper consists of detailed research and information on a topic. This is your chance to establish just what a best-in-class solution looks like and why prospects should stick with you.
Case studies: A case study is a special research report on how your solution transformed a business. It’s a great way to show potential customers how your product or service can help them achieve their goals.
Product demos: A product demo is a video or live presentation that shows how your product works and what it can do. It’s a great way to give potential customers a taste of what your product can do and how it can help them.
Bottom of the Funnel (BOFU)
Driving Conversions
At this stage, potential customers are ready to make a purchase. Your goal is to give them the information they need to make an informed decision and convince them to choose your brand. The most effective types of content for this stage tend to be more persuasive and focused on the benefits of your products or services, such as testimonials, reviews, and product comparisons.
Potential customers are ready to purchase in the Bottom of the Funnel (BOFU) stage. Your goal is to give them the information they need to make an informed decision and convince them to choose your brand. The most effective types of content for this stage tend to be more persuasive and focused on the benefits of your products or services, such as testimonials, reviews, and product comparisons.
Here are some examples of BOFU content
Customer reviews and testimonials: Reviews and testimonials from satisfied customers can help build trust and credibility with potential customers.
Product comparisons: Comparing your product or service to your competitors can help potential customers understand the benefits of choosing your brand.
Free trials: Offering a free trial can help potential customers experience your product or service before purchasing.
Pricing pages: A pricing page is a great way to show potential customers the pricing options available and what they get with each option.
Marketing Funnels KPI
Here are some key performance indicators (KPIs) to measure success at each stage of the funnel:
| Â | Marketing Funnel KPIs | Â |
| Marketing Funnel | KPIs | Metrics |
| Top of the funnel (TOFU) | Website traffic, social media engagement, email subscribers, and blog comments | Pageviews, unique visitors, bounce rate, time on page, and social media shares |
| Middle of the funnel (MOFU) | Lead generation, email open rates, and click-through rates | Conversion rate, form submissions, and email opt-ins. |
| Bottom of the funnel (BOFU) | Sales, revenue, and customer retention | Conversion rate, form submissions, and email opt-ins. |
Download marketing funnels KPIs and metrics in PDF for your reference.
