In case you really want your business to generate more targeted leads, you may want to check out your top-of-funnel content technique.
In the world of content marketing , top-of-funnel content is those blog posts, podcasts, YouTube videos, or micro-content (think Instagram or even TikTok) that gets your own audience’s foot in the doorway of your brand and items. At this stage, your customers might not actually know who your brand name is and how you might be in a position to help them.
Because of this, many top-of-funnel content is focused on education and value. You aren’t necessarily telling your customers that you can solve their particular problems using your unique options. You’re only showing them solutions, tips, or info they might actively be looking just for right now. But you’re not yet trying to get them to become a paying customer.
Here’s an example.
Your product or service could be an company of graphic designers who specialize in social media ads and content material. You might then invest in writing and advertising blog posts on topics like how to grow a social media account using great images, or give ideas on different pictures every business should submit to increase their conversions.
In this article, we want to help you create much better top-of-funnel content that will entice those leads and customers. But we’ll also explain to you what to do afterward in order to shift your audience down the funnel so they in fact become paying customers .
Ready to get started? Read on to discover 7 essential steps to create effective top-of-funnel content which will seamlessly take your leads straight down your funnel towards transformation.
7 Steps to Create plus Publish Top of Funnel Content
1 . Identify your own buyer persona
Aquiring a clear buyer persona isn’t handy just for creating high-value products and services people want to buy. A buyer persona can actually be a crucial device you can use to brainstorm top-of-funnel content that will get your viewers to your business.
You’ll especially want to focus on the areas of your buyer persona that inform you two specific things: 1st, what solutions your customer may be looking for in their life or business; and 2nd, where they are searching for these types of solutions.
The first one is important because will tell you what kind of content will pique your users’ curiosity and get them on your internet site or lead generation efforts.
For instance, let’s take a look at your blog post from Time Doctor. The blog post is about just how marketing organizations can maximize their earnings when they’re outsourcing to freelancers or BPOs.
If a marketing agency that was fighting to maximize their profits were to stumble upon this blog post on-line, they would likely want to read through it and get tips from actual agencies like theirs who have done the same thing.
So make sure that when you’re preparing your top-of-funnel content, it’s always based on actual requirements and solutions your customers are looking for. This serves as your catch to get them inside the door.
2 . Map out your buyer’s journey
The second step has to do with understanding your buyer’s trip as they go from audience member to actual having to pay customer. It’s no secret that as leads decrease through the funnel, they’ll need different content that matches the stage that they are currently in.
Let’s quickly go through what a standard buyer’s journey might look like, after that we can see how exactly you are able to plan out your top-of-funnel articles based on that picture.
Listed here are the typical stages of a buyer’s journey:
- Understanding stage. On this stage, customers know they have a problem or a need. They are going to actively look for strategies to their problem. For example , they might search on Google how to get a lot more clients for their freelancing company. Or they might search for different tips for managing their financial situation as a small business owner.
- Consideration stage. By this stage, customers are aware of different solutions to their problems. If the issue is not getting enough clients for their freelancing business, they could have discovered on their search that they need to invest in collecting leads plus nurturing them via e-mail marketing and social media. They’re conscious of possible solutions, so they will begin looking at more solution-specific content, like tips to get started with social media or e-mail marketing as a freelancer.
- Decision stage . During this stage, the customer currently has an idea about how to solve their problem. They know about different companies or solutions that can provide those solutions. In the example above, probably they’re considering investing in email marketing providers or other self employed who can help them carry out this strategy to generate and nurture leads. Now, they’re wanting to decide which solution provider to actually go with.
For top-of-funnel content, this is mostly going to be content that customers are looking for in the awareness stage.
Here’s an example: a blog post on social media management tools published by Blue Tree, a marketing company that specializes in organic development strategies for their clients. Simply by creating a blog post like this one, they understand that potential clients might be having difficulties to manage their social media themselves (problem aware).
Customers are aware that their greatest problem is leveraging their social networking better. They’re exploring the best way to streamline their processes and could be searching for tools plus tips.
And Azure Tree’s blog post shows them tools that help with just that: streamlining and managing social media pages using apps, discussing each app in detail, and exactly how each one might be used to efficiently manage different channels or even accounts.
Get very clear on your own buyer journey, then commit to creating content in order to solve their needs. Of course , you’ll want to focus on developing top-of-funnel content to get those people leads in through the doorway, but also devote some time idea and creating content that will move them along the funnel based on every stage they are in.
3. Identify the ideal keywords
To make sure your content appears a chance of getting discovered from your prospects and leads, you want to invest in finding and using the suitable keywords that will get their eyes and ears on your content material.
Identifying the right keywords could be as simple as doing an auto-complete search on search engines like Google. Exactly how this works is you begin typing out words inside a search bar, and these are usually what you think your target audience is looking for as well.
If your audience is looking to grow their own social media platforms, for instance, this is exactly what a Google auto-complete search will show you.
Many search engines like google will do this, including Youtube . com and Pinterest.
You may also move on to doing superior keyword research, using equipment that will help you understand the search amount of each keyword as well as the competitors you might have when you attempt to use these target keywords upon search.
Going back to our point about understanding your buyer’s journey: identifying the right keywords also means understanding the search intention behind each keyword or keyword phrase.
For example , if a consumer searches “tips for weight loss, ” then they’re likely in the awareness stage. If they are searching with the keywords “weight loss supplement, ” they are likely in the consideration phase. If however , they’re mentioning a particular brand in that research – e. g. “weight loss supplement [Brand Name]” or “[Brand Name X] vs [Brand Name Y] weight loss supplement” – then they’re already within the decision stage.
Get to know all of the context you can around your selected keywords, so you can focus on creating top-of-funnel content based on clients in the right stage, i. e. awareness.
4. Submit content based on your customers’ preference
An important tip we would like to share is to choose articles formats (blogs, emails, pod-casts, videos, etc . ) depending on what your customers actively eat themselves.
As technologies gets better and internet connections get stronger, people’s habits may also begin to change. For example, we’re seeing evidence that will micro-content, like 30-second videos or audio bites, is increasingly becoming very popular.
Be aware of general trends in the market, but eventually what should sway your own decision-making about content platforms and formats is what your users prefer. After all, exactly why invest time in creating TikToks, for instance, if your audience is not even on the platform?
Think of it as a way to maximize your top-of-funnel content efforts. If you’re trading time and resources in creating high-quality top-of-funnel content, then you want to make sure these content pieces actually get seen or heard by your perfect customers.
Go back to your purchaser persona. Check which platforms your customers might currently end up being on. If you haven’t yet, update your buyer persona by doing new surveys and customer interviews to really become familiar with your customers’ habits.
five. Use content to help, not to sell
Top-of-funnel content is intended to be helpful in character. It educates and notifies customers and doesn’t suggest your brand as a alternative just yet.
Because of this, when you’re writing top-of-funnel content, concentrate on delivering high value in every content piece. You can, naturally , mention your brand or even product, but don’t associated with entire piece about it.
Intentionally place brand mentions in your top-of-funnel content, but don’t expect that a user may convert right away. If your potential client is looking only for details, they don’t want to be bombarded by an ad hidden as a blog post.
Aim to offer solutions to the problems your own consumers are facing right now, like this freelance pricing guide published by Waveapps. This established Waveapps as a trusted authority that knows its market and industry. Only when you can prove to prospects plus customers that you are an expert by sharing useful, authoritative content will they be more set up to learn more about your business while offering.
6. Gate your content providing
A helpful way to make your top-of-funnel content function harder is by gating it, so you can take customers through a nurture sequence that warms them up and turns them into crimson hot leads.
Of course , try this sparingly. You don’t want to gate every single blog post. Instead, what you can do is offer a wide range of value inside your main content material, but then tell your audience that will there’s even more information or even value you can provide inside, say, a report.
This works best for publications like whitepapers and slideshows you can send, but this can also be helpful for lead generation. Consider gating content offers behind lead magnets like high-value webinars that are only accessible if they opt-in to your newsletter.
For example , Braze (formerly Appboy) gates informational training calls with industry speakers to turn audiences that trust all of them into warm leads.
You’ll want to gate content that helps take your audience in the awareness stage to the concern stage. Give them helpful information, after that offer them ways to get much more from you if they actually choose in.
7. Promote your content
Finally, you’ve created your content, it’s valuable, it’s going to move your users through the sales funnel – today it’s time to promote your content material.
The reality is simple: no one is going to discover your work unless you make a conscious effort to promote this regularly. Go on social media to share new content and content. Reshare evergreen content on other platforms.
Make your content on popular web sites and channels natively , or invest in doing paid for advertising.
No matter which direction you consider, don’t forget to track your outcomes and ROI. Which stations are getting you the best bang for your buck? Monitor your results, and spend more in winning advertisments and strategies.
Top-of-funnel content is often the very first touchpoint your audience may have with your brand. Even if it isn’t, it’s still a channel where you can get your audience to trust you being an authority in your niche.
Because of that, invest time in creating the right top-of-funnel articles that will eventually turn into qualified leads, then continue to nurture them with more content within the right stage of the funnel until they’re ready to transform into a sale.
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