In this post, discover the most effective types of content for the first phase of the marketing funnel: the attraction phase.
Summary
What is the Marketing Funnel and why is it important?
Characteristics of content types to address the first stage of the funnel
Types of content to attract potential clients (with examples of each)
1. Blog articles
5. Content with Influencers or industry experts
Before the Internet and social media, the types of content available to inform about products or services were very limited. Apart from word of mouth, which is still a widely used method to this day, advertising was the main method . It was common to learn about products through advertisements in newspapers, radio and television. However, since then many things have changed.
One of them is the emergence of Inbound Marketing
What does it consist of? It is a methodology that combines content and various digital marketing tactics. Its main characteristic is that it uses non-intrusive practices. And through them it manages to attract the user from the beginning of the purchasing process and accompanies them until the end. That is, until that user becomes a customer.
The success formula of this method is that it consists of offering the right content at the right time and aimed at the exact audience or buyer persona . Said like that, it seems very simple and easy. But to get to this point, it is key to know what type of content is appropriate for each stage of the specific database by industry funnel or Marketing Funnel. In this post we will analyze what are the best types of content to attract a B2B audience in the first part of the Funnel, the awareness or attraction part. But, first, let’s analyze what the Marketing Funnel is and what its stages are.
What is the Marketing Funnel and why is it important?
As I mentioned earlier, Inbound email management: going beyond email Marketing focuses on accompanying the user through the different stages of the conversion funnel or Marketing Funnel. It is an accompaniment that occurs almost naturally, big work without pressure. And its objective is to attract the consumer to the brand, product or service.
What are the stages of the conversion funnel?
There are three: TOFU, MOFU and BOFU. TOFU ( Top of the Funnel ) refers to the first contact with the user, MOFU ( Middle of the Funnel ) is the stage in which the consumer is evaluating several purchase options, and BOFU ( Bottom of the Funnel ) is the moment of closing the sale. It is called a funnel because in each new phase fewer potential customers arrive than in the previous stage, without this meaning a loss of efficiency, but rather a natural filter through which only the most qualified users reach the last phase of the funnel.
The phases of the Marketing funnel are TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel)
While all three stages are important, in this post we will focus on the first one: TOFU or Top of the Funnel. What characterizes the TOFU phase? TOFU is the user’s first approach to our product, brand, service or company. The user has just realized that he has a need. And as a result, he begins to look for possible solutions or answers.