Content marketing is an excellent strategy for connecting with your target audience. But if you want to convert the leads you generate, you’ll need to learn how to use top-of-funnel content to your advantage.
If you’re not too familiar with top-of-funnel content, then you could be missing out on a huge opportunity to improve your client acquisition. Read on to learn all about top-of-funnel content and how you can use them to drive great leads.
What is Top-of-Funnel Content?
Top-of-funnel content is the type of content you share with your audience when they have little-to-no prior knowledge of your company. The goal of top-of-funnel content is to educate your audience and build credibility.
When you’re sharing top-of-funnel content, you’re building a relationship with your audience. As they become more familiar with your brand, they will move down the funnel and become more qualified leads.
What Roles Does Top-of-Funnel Content Play in Conversion Optimization?
Conversion optimization is the process of influencing how people behave to drive revenue. This involves using customer data and analytics to optimize conversions through various strategies, including content creation and distribution.
However, it’s crucial to remember that your content and how you’re distributing it amongst your audience can significantly impact conversion rates.
In the context of conversion optimization, top-of-funnel content is the type of content that helps you build and grow your audience. It’s not a stand-alone strategy for acquiring leads. It is, however, a great way to increase lead quality and frequency.
Top-of-funnel content is crucial because it’s a great way to educate your audience about your brand, product, or service. It increases the likelihood of continuing down the funnel and becoming qualified leads.
How Does Top-of-Funnel Content Work?
You can use top-of-funnel content to increase engagement, build loyalty, and strengthen your brand’s authority. It’s an ideal type of content for building relationships with your audience.
When you share top-of-funnel content, you’re providing valuable, actionable information that your audience can use to make informed decisions. The key is to create content that aligns with your target audience’s needs and interests so you can drive them down the funnel.
To do this, your content needs to:
Answers Specific Questions
If your primary goal is to acquire new leads with your top-of-funnel content, you need to be sure that you are using the content to answer specific questions or address particular pain points that your ideal customer is struggling with.
While this level of content should be introductory, that doesn’t mean you can’t provide more in-depth content that gives your audience an answer or some additional guidance. It just means that you have to be sure to provide value by giving your audience more than just a quick answer. This will help build your audience’s trust in you as an authority, which is a great way to attract and convert leads.
Engages Your Audience
You don’t want your top-of-funnel content to be bland or generic. This means that you’ll need to find a way to personalize it by diving into a topic that’s relevant to your audience. This will help to build your audience’s trust in you.
You can also use top-of-funnel content as an opportunity to learn more about your audience. As you learn more about their needs and challenges, you can use that information to create more targeted and relevant content.
Builds Brands Awareness
Finally, your top-of-funnel content needs to build awareness of your brand. This can be done in several ways, including providing background information about your company or sharing the stories of customers who have benefited from your products or services. This helps to humanize your brand, which is a great way to build trust and authority. Remember, the goal isn’t to start pushing products here; it’s to educate and build confidence.
5 Examples of Top-of-Funnel Content to Help Generate Better Quality Leads
Top-of-funnel marketing strategies are some of the most important when it comes to generating quality leads and boosting conversion rates.
Not quite sure where to begin? Here are five excellent examples of top-of-funnel content to help you generate better quality leads:
Microsites are a powerful tool for b2b marketers. They allow you to create dedicated landing pages optimized for a specific audience and purpose.
This makes them a great piece of top-of-funnel content for b2b marketers because you can target a specific audience with a particular message. You can also make sure your content aligns with the stage of the buyer’s journey that they’re in so that you can generate better quality leads.
2. Blog Posts/Articles
One of the most common ways that b2b marketers use top-of-funnel content is to share blog posts or articles. This is a great way to create content that aligns with your target audience’s needs and interests.
Your blog post can be about a specific topic or a broad topic. Just be sure that it answers relevant questions or addresses pain points that your ideal customer is struggling with. When approached correctly, 43% of B2B marketing teams found that articles and blogs were among the top-performing assets in content engagement.
3. Video Content
Another top-performing top-of-funnel asset is video content. Statistics show that 70% of business marketing teams say video content shows a positive ROI. They are used for various reasons, especially when it comes to top-of-funnel content and lead generation.
Podcasts are another great way to share top-of-funnel content. They are especially effective for marketers who want to provide additional depth to their messaging. Podcasts can be used to address specific concerns and address pain points. It’s also an excellent opportunity to share thought leadership content and create interviews with industry leaders.
Infographics are an effective top-of-funnel content format that can communicate complex concepts and messages. They’re also a great way to highlight statistics, trends, or best practices visually. Infographics are a quick and efficient way to generate top-of-funnel content that is highly likely to be shared.
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We have several solutions available to help you generate better quality leads and boost conversion rates. From account-based marketing campaigns to microsites and even smart MicroForms – we have smart solutions for every strategy!
Ready to see what we can do for you? Schedule your demo today!