Introduction
Your top of funnel content is often the first impression your organization will make on your customers.
However, the strategy you use in your top of funnel content is key.
It could mean the difference between turning prospects away, or piquing their interest to learn more about what you offer.
The top of funnel is known as the awareness stage, and we invite you to read our comprehensive blog post about the marketing funnel for a deeper understanding if just getting started with funnel marketing.
In this blog, we’ll discuss the 3 most important elements your top of funnel content should have, in order to move your prospects to the next stage of the funnel and closer to a sale.
#1 Solves A Common Pain Point
Your top of funnel content should always provide a solution to a common pain point that your customers face.
But it should come from an educational perspective to help your customers find a solution, compared to a blatant sales-pitch that feels more like a commercial from 1984.
By positioning your organization as a resource, as opposed to another company vying for their business, you’ll immediately start building trust and credibility in your product or service.
#2 Demonstrates How It Can Improve Quality Of Life
Your customers buy from you because what you offer has the potential to improve their quality of life.
And on a subconscious level, that’s what your prospects want from your marketing.
They want to be convinced that buying from you will benefit them significantly more than working with your competition, so make sure to point out the most obvious way that you can do that for your customers, especially if what you offer is different from your closest competitors.
#3 It’s Easily And Quickly Digestible
Online customers have lower attention spans than a goldfish and that’s not an exaggeration!
It’s your job to share your message in an easily-digestible format that leaves them begging for more.
No one discovering you for the first time is going to sit through a 10 minute long infomercial about why you are the best thing since sliced bread.
Instead, think of ways to create short 30 second videos, or 500 word blog posts that are extremely buyer-centric, provide tons of value, and can be consumed relatively quickly.
Next Steps
If you’re looking for practical advice on how to create or improve your current top of funnel marketing content, please don’t hesitate to book a complimentary 30 minute strategy session with our team by clicking below.
