If you are here, you might be familiar with the concept of content funnels highlighting a consumer's journey before making a purchase.
There is the awareness stage, consideration stage, and decision-making stage.
In this particular blog, we will focus on the awareness stage. This is the stage where your primary focus is on creating brand awareness. To achieve this goal, you want to create content that will drive traffic and generate leads for your business.
In the marketing world, we refer to it as Top of the Funnel Content Strategy or TOFU content.
Let's explore how to create TOFU content and what can be included in TOFU.
As mentioned, your primary focus in TOFU content is to create awareness and drive traffic for your business, you need to spread information.
Basically, you need to find your target audience and tell them about your products.
Note that while giving this information, you cannot bombard them. You have to give this information in a way that is natural to them, addresses their problem, and lets them know that your product can solve their problem.
What most marketers get wrong here is that they feel the more people they target, the more leads will be generated. But the reality is targeting a larger audience does not necessarily mean more leads.
The main challenge with TOFU content is attracting the wrong people.
Imagine you are a skincare brand. In order to attract more leads, you try to be relatable with a wide audience. No doubt, you may have attracted more people, but what percentage of these leads will convert?
The problem with attracting more people is it will become harder to convert them.
Strive to target the right audience. How can this be done? Through thorough research about your target audience and their needs.
Once you have identified the right set of audience, it becomes easier to curate a strategy for them.
What can you include in your TOFU content strategy?
Remember, the goal here is to provide information. This can be done with:
- Infographics: Make the information appealing to the eye by sharing infographics and convey it in a seamless way.
- Short-form videos: Catch attention and convey information in just a few minutes. A video format also makes it easy to remember.
- Long-form videos: If you wish to address the concern in detail and provide clarity, try long-form video format.
- Podcasts: If you want to provide information in an engaging way, a podcast is the way to go.
- Blog posts: Help your target audience know more about your product in detail while addressing their concerns.
- Social media posts: Target your audience in a seamless way on a platform they spend most of their time on.
- Other forms: Ebooks, guides, white papers, and webinars can also be included.
Hope this blog helped you understand TOFU content better and provided clarity on what to include while creating strategies for the awareness stage.
If this feels like a time-consuming process, we are here to make it easy for you! At MENT Internet Works, we understand your business and product and conduct thorough research on your target audience.
Our strategies have helped businesses to grow and become customer favorites. If that is something you're interested in, check out our page and ping us, we shall take this ahead!