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What is a content marketing funnel?
A content marketing funnel is a system that helps a brand to attract potential clients and guide them through their journey from the first interaction to conversion to a paying customer.
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3 stages of the funnel
Marketing experts define 3 main stages of the funnel:
- TOFU (top of the funnel) attracts attention
- MOFU (middle of the funnel) generates leads
- BOFU (bottom of the funnel) drives payments.
At each stage the user intent is different, which means that your content will pursue different goals and the results will be measured in different values.
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1. Top of the funnel
The TOFU is the starting point of the buyer journey and its most populated stage. Here, most people are not ready to buy and have probably never heard of your company. Your goal is to attract their attention, offer the best answer for their queries and then gently introduce them to your brand.
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2. Middle of the funnel
At the MOFU stage, the number of people interacting with your content grows smaller but they are much more willing to interact if you encourage them to. Here, your goal is to accompany the prospect from an initial idea to an in-depth understanding of how your solution helps.
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3. Bottom of the funnel
The BOFU stage is the end of the funnel, where content can help position your brand as superior to competitors, build trust and accelerate the purchase. The content you create should answer very specific questions about your product or service (e.g. how it actually works or what skills are required to deal with it).
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IDEAS CURATED BY
Digital marketing at dentsu. Invested in the symbiosis of marketing, psychology, and design. Photographer at heart.
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