Join Dayna Rothman for an in-depth discussion in this video Mapping your content to the sales funnel, part of Content Marketing Foundations (2015).
- Mapping your content to your sales funnel helps to ensure that you're moving new buyers to actually become customers. Once you understand your buyer journey and have created your content themes and brainstormed ideas, you need to map your content to your sales funnel. Why? Well, you need to create content that speaks to your buyer at every stage of your sales funnel. First, you need to know your sales funnel. This could be different based on your business, whether you're a B to B business, or a B to C business, that'll make a difference. Your sales funnel typically starts at atop a funnel stage, where most of your new buyers and your new leads are coming in.
It gets a little narrower in the middle of your funnel, where you're actually starting to nurture your leads, and you know who they are. Then, at the bottom of your funnel, you have leads that are very close to becoming customers, and then they are customers. Again, this will vary based on your business, but it's important to understand your funnel, and to start to map your content to these different stages. Let's walk through. Let's start with your top-of-funnel, TOFU, content. This person is at the beginning of your sales and marketing funnel, she is aware of your service, but she's not ready to buy.
This person might have found you through social media, she might have gotten on your website. Offer types for your top-of-funnel content are educational and thought leadership. Do not mix this with content that has too much product information. Let's take a look at some TOFU content in action. All of these examples are Ebooks that are best practice and thought leadership, that each of these vendor publishers have created to help educate their audience. Now, let's go to the middle of your funnel, your MOFU content.
This person has displayed buying behavior, is engaged with your content, and is potentially a sales lead. This person knows who you are, and you might be nurturing them over time. Offer types here are third-party reports, Return On Investment calculators for your product, or buying guides to help these people make a decision to purchase your product. Now, let's take a look at MOFU content in action. In contrast with the TOFU content assets, all of these three examples actually speak a bit about the product, and the core business case that each of these companies are trying to sell.
The one on the left, Developing a Business Case for Marketing Automation. The one in the middle is a third-party asset that talks about the total and economic impact of the company. The one on the right is a buyer's guide. All of these pieces are working to push the buyer through that funnel. Now, let's talk about your BOFU content, that bottom-of-the-funnel content. This person is very close to becoming a customer. Your offers here are very specific to your product or your service. Your offer types are promotional, and Return On Investment proving.
Some examples here are to prove competitive, and value. Some ideas could be pricing sheets, these could be customer case studies. You really want to show a customer in the BOFU stage that your product is the correct choice. Now that you understand your own sales funnel, you can take your content and you can map it to each of the stages in your funnel. Then you can make sure that you're pushing leads to eventually become customers.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance