The Social Media Marketing Funnel
The 3 Content Types All Business Need To Be Making
If you're a business owner, whether you're selling products or services, building a successful content strategy is critical. One of the best ways to do this is by leveraging the three essential types of content that correspond to different phases of the marketing funnel: Top of Funnel, Middle of Funnel, and Bottom of Funnel.
Each phase plays a distinct role in turning a stranger into a loyal customer, and knowing how to create content for each phase is the key to growing your brand and increasing sales. Let’s break it down!
Type 1: Top of Funnel
The Top of Funnel is all about building awareness. At this stage, you’re trying to reach people who may have never heard of your brand before. It’s your opportunity to grow brand awareness and attract new followers.
Key Aspects of ToFu Content:
Relevance: Focus on trending topics or industry-related conversations that resonate with a broad audience.
No Sales, Just Value: Avoid talking about your products directly at this stage. Instead, focus on educating and entertaining your audience.
Hook Them In: Strong hooks in your content will grab the attention of potential followers who don't yet know you.
Platforms like TikTok and Instagram are perfect for ToFu content because they offer wide reach, which is vital for attracting new followers. Want to see a real-world example? Check out this video I made that dives into creating ToFu content by mimicking professional sports teams!
Type 2: Middle Of Funnel
Now that you’ve caught their attention, it’s time to nurture your audience. The Middle of Funnel content is where you start to build a relationship with your potential customers. Introduce your product, but not in an overtly sales-driven way. Instead, focus on adding value through education, inspiration, or entertainment.
Key Aspects of MoFu Content:
Build Trust: Offer in-depth information or helpful tips that address your audience’s pain points.
Content Focus: This should make up around 50% of your content, showing your audience the value you can bring to their lives.
Slowly Introduce Your Products: Begin integrating your product into the conversation without pushing a hard sale.
For example, if you run a pet product company like Furry Freshness (one of our clients), you might share a blog post like, “5 Ways to Bond With Your Pet That Aren't Walking”, or create a YouTube video that teaches pet owners how to clean their homes effectively with pet-safe products. Platforms like YouTube and podcasts are great for this stage of the funnel as they allow for longer, more engaging content that educates and inspires.
Type 3: Bottom Of Funnel
Finally, the Bottom of Funnel is where you can get more direct with your sales content. Now that your audience knows, likes, and trusts you, they’re more receptive to buying. This is the smallest portion of your content but often where the majority of sales happen.
Key Aspects of BoF Content:
Direct Sales Messaging: Now’s the time to highlight your products and encourage your audience to take action.
Limited Time Offers and Promotions: Leverage urgency and scarcity with offers, like “Limited Time Discounts” or “Free Shipping”.
Best Platforms: BoFu content works best in places where you already have a captive audience, such as email, Instagram Stories, or targeted ads.
For a practical example, check out this article that shows you how to master BoFu videos, so that way you can get more of your followers to become paying customers!
The Importance of a Balanced Content Strategy
By balancing content across all three stages of the funnel, you guide your audience on a journey—from someone who doesn’t know you, to a raving fan ready to purchase. Here’s why it’s important:
Top of Funnel content brings people into your ecosystem.
Middle of Funnel content builds trust and offers value, converting visitors into followers.
Bottom of Funnel content seals the deal and drives sales.
Remember, these funnel stages aren't exclusive to specific platforms, but some platforms are better suited for each phase. For instance, Instagram is fantastic for both ToFu and MoFu due to its viral content capabilities and trust-building potential with longer videos, while email content is better for BoFu because the people in your email newsletter already trust your authority, and are more prepared to buy from you!
By integrating these three types of content into your overall marketing strategy, you’ll set your business up for growth and success. If you're ready to take your content strategy to the next level, start by identifying where you’re currently lacking in your funnel and focus on building it out today!
Want more tips on growing your business through content? Check out my social media for weekly content on social media marketing and more!
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