Top-Of-Funnel Content: What is it and How Does It Work

Do you have great products or services and a stunning website but can’t find customers? The digital marketing space is crowded and highly competitive. It is difficult for small and new brands to establish their presence. Business can be brutal, right? Cheer up, don’t throw in the towel yet. 

An effective top-of-the-funnel marketing strategy can help you reach out to new customers. As a business owner or marketer, you should always think outside the box and develop a creative top-of-funnel content marketing strategy to reach out to new or prospective customers. If done correctly, your business will shine brighter than the completion and therefore be noticed by the target audience.

In this article, you’ll learn more about the marketing funnel and how to implement it in your business.

What is top-of-the-funnel marketing?

Around the end of the 20th century, Elias St. Elmo Lewis (regarded as the father of marketing) developed a marketing model that showed how customers related to a business through different stages; from when a client first finds out about your product, service, or brand to when they make a purchase. 

Elias Elmo Lewis’ theory has evolved over the years and it is being used in different forms of advertising. Therefore, a marketing funnel is a model or theory that tracks the different stages customers go through before making a purchase. This process is commonly referred to as the customer journey. 

The first stage of the customer journey in the marketing funnel is called the top-of-funnel marketing. This is the first point of the buyer or client journey. It is when the target audience has little or no information about what you are offering.

 It is one of the most critical stages and requires a lot of work on your part as a business owner or marketer. The main focus here is to grab the attention of prospective customers by providing the most relevant solution to their problems. 

However, too much noise and other destructive obstacles make it hard for businesses to attract the attention of buyers. The best way to work around this challenge is by piquing their interest with valuable content (technically referred to as top-of-the-funnel content).

Types of top of funnel content you can use to attract customer’s attention

There are different types of content you can create for your target audience. However, it should be tailored to the needs and buying behavior of your prospective customers. At the top of the funnel stage, you generally want to make customers aware of your brand and the different solutions you offer. The content should be interesting enough to grab attention and engaging enough to foster meaningful connection. Examples of top of top-of-funnel content you can use to attract new customers.

1. Landing pages

You may create a landing page to attract new customers to your website. This is the page where you may introduce your service or product to prospective customers without distractions like links and sidebars. You can provide details about free offers and also persuade them to take action like sign up for more information, newsletter, or trial offers. The landing page should be engaging, persuasive, and straight to the point.

2. Explainer video

 Create a short video to give the target audience an overview of your product, service, or brand. Depending on your target audience, the video may be an infographic, character-driven, motion graphic, or a live-action explainer. Ensure the video is succinct, engaging, and high quality.

3. Case studies

One of the fastest ways to establish authority and prove to your target customers that your solution works is by publishing case studies. You may request previous customers for detailed reviews and testimonies, how to showcase how your product or service is currently helping existing customers.

4. Infographics

Infographics are not only visually appealing, they’ll make it easy for your target audience to read and digest the information. It’s one of the most effective ways to communicate and share important things with your target audience. To develop an effective infographic, start with an outline of critical points to include, create a catchy and relevant title, use brand fonts and colors if appropriate, include relevant graphics, and make sure it tells a story.

5. Blog posts

The majority of internet users read blog posts several times a week. You may create a comprehensive article or cornerstone blog post to give the target audience detailed information about your product or service and how it can solve their problem.

Wrapping up

Top funnel marketing is one of the most effective ways to increase the presence or visibility of a business or brand. If correctly used, it can build trust, improve conversions, and increase sales. No worries if you think the concept is sophisticated. You may focus on other aspects of the business and allow JustWord to do the heavy lifting and bring you quality leads.