Whether you are selling B2B or B2C, it is very important to have top of the funnel content to bring awareness and education to your product or service.
The top of the funnel is one of three stages in a typical buyer’s journey. The potential buyer enters the top of the funnel and continues down until he or she is ready to buy from you.
Another way to look at the the buyer’s journey;
- Top of the Funnel = Awareness stage is where people are looking to be educated and have their questions answered.
- Middle of the Funnel = Evaluation stage is where a potential customer digs into more of your product or service to see if it’s a good fit for them.
- Bottom of the Funnel = Purchase stage is where a prospect transitions into a customer ready to buy.
In a buyer’s journey, it is advantageous to fill the top of the funnel with as many quality prospects as possible. The percentages of people moving down the funnel will naturally decrease.
In order to bring awareness and educate your audience, we’ll need to have great content that people are looking for. If you don’t have it then your competition probably does.
Another aspect to keep in mind is how your audience wants to digest its content. Is it short, precise copy? Is it instructional or technical? Are they on-the-go and want to listen? Do they prefer content in video format? Understanding this will help you focus on what kind of content to create.
Examples of Top of the Funnel Content
Here are top of the funnel content that you should consider.
- Blog Posts and Webpages
- Social Media Content
- Email Newsletters
- Instructional or Whiteboard Videos
The first two are the most popular avenues because of the low investment of time and resources. I’d focus on these two first then expand out to the other areas as you see fit.
Remember, the goal of top of the funnel content is to bring awareness and educate. Hence, the strategy is to create educational content that provides readers with who you are, what you do and why you do it.