Not sexy, but smart: The content marketing funnel explained

Look, I won't be making any comparisons to a hit streaming TV programs here. This is good old-fashioned 'news you can use.'?

I was thinking about linking the content funnel to the Twister movie. Or maybe there’s a TOFU joke here.?

But probably not.?Because, while I actually like tofu - it's just not funny.

You might know the standard marketing funnel and how it can lead to customer acquisition and loyalty. For me, that always seemed a slightly transactional model. I know, marketing sales funnels are a little Marketing 101, but I love thinking about content marketing and the relationship you are building with your audience.

Content is how you build a connection with your audience, and understand how you could be a 'fit' for each other.

And while great content is crafted and woos its audience, it’s damn clever. It’s working - and we don’t even know it. It has a purpose.

I was talking about content strategy the other day and asked if the content we were considering would be MOFU content. Blank stares. I think someone thought I was having a stroke.?

I was referring of course to the basic marketing funnel, which you’re a part of every day, whether you realize it or not. It moves an audience to interested potential customer to ‘holy crap I need this in three colours and I will tell all my friends about it.’

So lets go over it: the content marketing funnel, explained. Or as I like to say: “Adventures in TOFU, MOFU and BOFU.”

As an overview, here's a little visual for you:

Top of the Funnel (TOFU) Content:

Here's where the woo'ing starts. Top of the funnel content is all about brand awareness. In its purest form it's content that speaks to an audience pain point, and offers just enough value for them to share an email and subscribe to a blog, a newsletter, or a free download, take my quiz, what have you.

The awareness stage is about getting seen, getting noticed - and understanding who it is you're trying to attract. Speak to the areas they are most concerned about - let them know that you've got some knowledge in this space.

Things to offer - free assets. This includes guides, how-to's and all kinds of fun stuff.

The objective - Offer enough value so that you will drive brand awareness and maybe people will be moved enough to give you their email address so you can stay in touch.

This is true romancing my friends - and you handing over your email is akin to giving that special someone in your Poets of the Romantic Age class your phone number. (I presume that still happens, but you'll have to forgive me, my undergrad alma mater informed me yesterday I graduated 25 years ago, so basically I learned on stone tablets.)

Middle of the Funnel (MOFU) Content:?

Okay friends, you've given me your email, perhaps your cell number - you won't regret it!

Middle of the Funnel content is about continuing the love affair, having a deeper conversation with the audience through content that offers more value and really zeroes in on the things that keep them up at night.

For example, let's say a large portion of your email list clicked on the post on how to do pushups, but largely ignored a newsletter on bodyweight squats. This tells you two things: you email list is primarily focused on upper body workouts, and likely has chicken legs. (I'm joking, but you get the idea). It also tells you that you need to create more content around building their upper body or even... '5 easy ways to work out your legs and core.' to show value to your audience. Hey listen, I get you, your content is saying.

You're moving in this stage from awareness to consideration. Your audience knows who you are, and your content is convincing them that not only do you know what you're talking about, you're teaching them something too.

You'll notice the funnel is smaller here. You're likely speaking to a smaller audience, but more focused. And that's okay. Better to speak to a smaller number of folks who are close to buying, than those who are unsure.

Things to offer - More customized content through newsletters, videos, etc. Leverage the data to progressively profile your audience and what makes them tick. What's stopping them from taking the plunge and buying your product/service?

The objective - Deepen your relationship with your audience, understand them better and their needs. Listen as much as you talk.

Bottom of the Funnel (BOFU) Content:?

This is where you're at the most crucial point of the relationship. The awareness and consideration stages move to conversion.

I'm not going to lie. You might have to play the long game here friends - creating content over weeks and months that leads your audience to think 'I need a workout program - who was that woman who had that post on how to do the perfect push-up?' and there you are... you're suddenly a push-up thought leader and in your audience's mind: a go-to fitness guru.

(If you've ever seen my push-ups you'll know that I was laughing as I wrote that entire last paragraph)

And as luck would have it, you knew that they really wanted to work their upper body and they've clicked mostly on arm workouts, so you send them a post on supinated bicep curls. At the end, you might mention you are offering a six-week 'Build your Chest, biceps and triceps' program.

Bingo. You've understood your audience so much - you've just basically asked them if they want to be exclusive.

And they've said yes. They've subscribed to your program.

Things to offer - Deeply personalized content (dig deep into the data to learn about your audience and what they are reading, watching, and listening to)

The objective - Continue to nurture the relationship, convert it to a sale.

But please don't stop here.. Please!

The conversion, the sale, the subscription... this is not the end of the relationship. It's just the beginning.

By learning more about your audience - now your customer - you can deepen that relationship even more, and build loyalty. There are a few brands out there that really get me. (Hello Subaru* I hope you feel seen)

Once you've provided a quality product/service, and continue to reach out with great content, it won't take long until your audience/customer is telling their friends your story.

*Like Subaru, who paid nothing for this mention in today's post.