What is Top of the Funnel Content?
Before understanding the purpose of the top of the funnel content, let’s define what it is. Top of the funnel content, also known as TOFU content, refers to the content created to attract and educate potential customers who are still in the awareness stage. The goal of TOFU content is to generate interest in the brand’s products or services.
Increasing Brand Awareness
The primary purpose of top of the funnel content is to increase brand awareness. By creating educational and informative content that resonates with the target audience, brands can attract potential customers who might not have otherwise known about the brand. Such prospective customers might visit the website, follow the brand on social media or sign up for the newsletter. This content ensures that your brand is at the top of the customer’s mind when they consider making a purchase, even if they don’t convert right away.
Engaging Your Audience
Another purpose of top of the funnel content is to engage your target audience. By providing educational and valuable content, brands can engage prospects and build trust with them. The more engaging your content is, the more likely your target audience will share it on social media or with their peers, thereby increasing the reach and impact of your brand’s marketing efforts. This engagement can eventually lead to conversions further down the funnel.
Positioning Your Brand as an Expert
Top of the funnel content is an excellent opportunity to position your brand as an expert in the industry. By creating insightful and informative content, brands can demonstrate their industry knowledge and showcase their products or services. As a result, potential customers might perceive the brand as credible and trustworthy, ultimately leading to more sales and revenue.
Generating Leads
Lastly, the purpose of top of the funnel content is also to generate leads. By attracting potential customers who are interested in the brand’s products or services, brands can capture their contact information and nurture them through the sales funnel. This lead generation strategy is effective when the top of the funnel content is strategically created, optimized and targeted to reach the intended audience.
