People that enter from the top of your funnel, do not know the solution you are proposing and sometimes they don’t even know the problem that needs to be solved. Your content must vary depending on the stage of the marketing funnel.
Content has to be freely accessible, without any contact information requirements, let alone credit card information etc. Values should be one of the following; entertainment, education or inspiration. Your value could also be a combination of the three.
There are a couple of ways you could offer free, easily accessible content. Best if you choose a couple from the following:
- Blog Posts – This is probably one of the most famous methods of spreading awareness about the solution you are offering. A good blog is one that gives its users great content, regularly. Content that enriches the readers life, and gives them something to look forward to.
- Social Media updates – Facebook, Instagram etc are perfect for creating awareness. It can even be a Pinterest board which lists all your product options, or a tweet about your unique product. This content allows prospects to access valuable information alongside bringing the solutions your company provides.
- Infographics – Infographics can be a very entertaining way of sharing interesting and valuable content. They typically contain fun images and bright colors. The text is usually presented in a very engaging manner which is simple to read. It is also a great way to raise brand awareness.
- Photographs – Pictures can explain a lot of things in a single image. Sometimes it is a good idea to avoid using words… it becomes repetitive and boring. Pictures bring a new light to your feed if you are posting content based on text all the time. With a single image, a designer can show his projects and convey information to the prospect. This is a great way to raise awareness of a solution to a problem you may have.
- Digital magazines – Another popular way to distribute content and raise brand awareness. Unlike print, it allows adding of animations and links within the magazine to make it more informative or aesthetically better. These are similar to blog strategies, so it would be a good idea to look at your blog in order to get inspiration for your e-book or e-magazine.
- Audio and Video podcasts – This is a great alternative to textual content. Sometimes it is very comfortable to plug in your headphones and listen to podcasts during a trip or workout… or in fact anytime you choose. A podcast offers consumable content on the go. Podcasts can be listened to while multitasking which is a great advantage, as opposed to blogs and social media updates… look around when crossing the road. Podcasts also offer a great way to promote your product. If you are offering home products, then every episode you can give some tips on home solutions and offer your products for each solution.
- Microsites – This is a type of auxiliary blog about a specific topic that’s put on a separate site which has its own links and address. These are usually accessed from a bigger site. As an example, Dadsdivorce.com is a separate domain of a law firm called Cordell & Cordell. It provides free, easily accessible content for fathers in divorce and lays out the solutions for such situations.
- Print magazines and newsletters – This typically requires a bigger budget than digital content. And it is questionable how effective they are in our age where people are attached to their phones. At the same time though, mailed newsletters always find their ways inside a home and people usually end up flipping magazine pages and could stumble on your product.
You certainly do not need to use all these methods at the top of your funnel. Most businesses focus on blogging and updates across social media platforms. Only after you have mastered the former you can start adding more to your communications mix. As mentioned in our previous blog post, the goal at the top of the funnel is to raise awareness about the problem and the solution.
Unfortunately, the top of the funnel is where most organizations begin and end their content marketing efforts. Smart content marketers know that, with a bit more effort, they can move prospects from awareness to evaluation at the middle of the funnel.
Hope you found this information interesting. Thank you for tuning in