Content Creation in Full-Funnel Marketing
One of the most common mistakes that marketers make is failing to create content specifically tailored to the buyer’s journey. As a result, they end up creating content that is either too general or too sales-focused. In order to truly tap into your target audience, you need to create content that is relevant to each stage of the marketing funnel.
At the top of the funnel (TOFU), your content should be focused on raising awareness and building interest. For instance, you may write a blog that will help your potential customers understand how your product or service could solve their problems on a broad level.
As potential customers move down the funnel, you should provide more detailed information about your products or services. This could include lead generation tactics such as e-mail marketing, webinars, and free trials to capture leads.
Finally, at the bottom of the funnel (BOFU), your content should be focused on converting customers into paying customers. At this stage, eCommerce brands often use case studies, product demos, and price comparisons to persuade leads that their product or service is the best option.