on connecting with the user in a non-invasive way and adapting to the needs of the potential client at any given time: it is the client who comes to the brand based on the interesting content that we generate. But what content should we offer them at any given time?
'Content is NOT king'. The intention of this article is to give the topic of 'content is king' a new dimension: content is king AS LONG AS WE KNOW HOW TO ADAPT IT TO EACH SITUATION, TO EACH MOMENT . Because there is a wide variety of types of content that your company can take advantage of to attract and convert potential customers. Of course, it is very important to have a prior strategy and know what content we are going to use at each stage of the buyer journey and consider which audience is going to consume it . Before continuing, you may be interested in this article in which we address the mistakes that can ruin your content marketing strategy . It is important to keep them in mind!
Content tailored to your sales funnel: get ahead of your competition
The traditional 'sales cycle' has become a "sales funnel" that kenya phone number data in the Inbound Marketing methodology is defined in different phases, according to the customer's points of contact with the brand, or according to the relationship we already have with the customer: TOFU - MOFU - BOFU . When talking about content, we can talk about top level or Top of the Funnel (TOFU) which is the 'Discovery' phase, middle level or Middle of the Funnel (MOFU) or Consideration phase and bottom level content or Bottom of the Funnel (BOFU) where the user makes the 'Decision'.
Depending on the stage we want to address, we will use one type of content or another, following a specific purpose:
TOFU: Top-level content helps users become familiar with your company and build brand awareness. The main purpose of this type of content is to position yourself in the user's 'top of the mind', to be their reference in your sector.
MOFU : Mid-level content is intended for an audience that is already familiar with your company or brand, has interacted with you through social media or has visited your website, and has already shown interest in your products or services. This type of content can help potential customers compare and contrast various brands or products.