Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

12 Content Tips That Will Fill The Top of Your Sales Funnel

By Carly Stec

Carly Stec also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

12 Content Tips That Will Fill The Top of Your Sales Funnel Blog Feature

12_Content_Tips_That_Will_Fill_The_Top_of_Your_FunnelThey're aware of your product or service, or at the very least they've come to the realization that they have a need that has to be fulfilled.

Who are we talking about? That's for you to find out.

Not to be confused with the little square cubes in your miso soup, TOFU opportunities represent the demographic of people who reside at the top of your sales funnel.

They're out there nameless with needs, and it's up to you to put a name to the need and give them a little push in the right direction. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

So how do you get started?

Well, all it takes is the right content at the right time through the right channel, no pressure or anything.

If you're scratching your head, just keep reading. We've mapped out 4 different pieces of content that top-of-the-funnel opportunities crave to help you start moving more leads down the sales funnel. 

Ebooks

Creating an Ebook for top-of-the-funnel opportunities will help to attract those who are searching for information and clarification. An informative Ebook should seek to educate a reader about a particular topic through the use of text and visuals (charts, graphs, photos) that a single blog article simply can't cover.

The best way to catch the attention of TOFU opportunities is to select a topic that addresses a common question or problem that relates to your industry and more specifically the pain points of your personas. 

Quick Tips:

  • While you may have a lot to say, do your best to keep it simple. After all, the way we consume information has changed drastically and while wordy Ebooks once had their time and place, modern consumers are looking for much simpler resources. 
  • Format is everything. The use of relevant visual content will help to break up any wordy blocks of text, while bulleted lists are also encouraged as a way to ease readability.
  • If you're having trouble cementing a topic, ask your sales team to make a list of the question that they are most commonly asked during interactions with prospects. These are the types of questions that will begin to engage top-of-the-funnel opportunities so that you can move them down the funnel.

Informative Blog Posts

The opportunities that you're dealing with at this stage of the sales funnel are full of curiosity, and it's likely that they're currently employing Google to run searches on a regular basis as they search for answers. 

If you've got a business blog, you're already equipped with the means necessary to start hammering out the answers to their questions so that the next time they search for something, there you are.

Quick Tips:

  • One of the fastest ways to attract and satisfy top-of-the-funnel opportunities is to start optimizing your blog posts so that they're easier for opportunities to find. Before you approach your next post, do a little keyword research and try to identify industry keywords and optimize your blog posts around those terms. Don't know where to go for keyword insight? Here's some resources that might help. 
  • The use of numbered lists in blog titles is appealing to top-of-the-funnel opportunities because they're both attractive and upfront. In fact, according to research from the Content Marketing Institutetitles that begin with a number perform 45% better than the average. Additionally, "how-to" posts lend themselves well to top-of-the-funnel opportunities because they serve as quick and easy explainers. 
  • Don't forget to include a relevant CTA at the bottom of each blog post. A CTA will provide you with another opportunity to influence these opportunities and hopefully convince them to convert on a landing page. 

Webinars

Webinars provide marketers with an easy, affordable way to attract top-of-the-funnel opportunities that doesn't rely on a ton of written content. Webinars particularly appeal to top-of-the-funnel because they're often times looking to consume information and uncover answers to their questions without having to do a lot of work. 

Like a book on tape, webinars provide just that, and what sets them apart from other forms of content is that they call for registration before the event. With attendees contact information in hand prior to the webinar, you can do a little research to be sure that you're mapping the content to their exact needs.

Quick Tips:

  • If you're hosting a webinar, make sure that you that you define a hashtag to accompany the discussion. This will make it easy for attendees to submit their comments and questions and open up the floor for you to provide them with insight and additional resources. 
  • Be sure to create an engaging slide deck that follows the sequence of the webinar. At the end of the slide deck, include a relevant offer that speaks to the needs of you audience in order to invite more conversions. 
  • Recording your webinar is a great way to capitalize on it. Once recorded you can then incorporate it into some sort of offer that requires a form fill in order to obtain contact information from those who may have missed it, or add it to your library for a more "evergreen" approach.

Videos

Top of funnel content should be designed to engage opportunities, and pull them deeper into the sales funnel. Video content works particularly well to do so because it is not only visual, but it requires little effort from their end.

Much like a webinar, video content provides inquiring opportunities with quick insight that is easy to digest. The human element of a video also makes the information more attractive, as we all know humans like to know they're are actual human minds on the other side of things they consume. 

Quick Tips:

  • Consider A/B testing different thumbnail images. Believe it or not, the image someone sees before the click the video could be enough to persuade them to click, or drive them away.
  • Include a CTA at the end of your video to guide viewers down the funnel more effectively. According to Vidyard, a video marketing platform provider, the CTA at the end of their homepage video drives an 18% click through rate into deeper content. (Source: Eloqua)
  • Utilize "props" such as a chalkboard or whiteboard to spell things out for viewers as you explain them. Remember, TOFU opportunities are at the beginning of the buying process which means they need more clarification than leads who are further down the funnel. 

Photo Credit

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Published on February 26, 2014

Recent Articles

Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
How To Write About Your Competitors on Your Business Blog or Website
December 27, 2021 • 12 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Outsourcing Is Broken: Why We Need To Rethink the Relationship Between Client and Agency
December 10, 2021 • 6 min read
22 Best Content Marketing Tools and Apps for 2022
December 4, 2021 • 14 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Who Should Be On Your Content Marketing Team? 5 Critical Positions
November 23, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs
October 15, 2021 • 10 min read
How to Organize Content on Your Website
October 5, 2021 • 6 min read
Inbound marketing success: Building a healthy content pipeline
September 10, 2021 • 7 min read
How to Write a Pillar Page (With Examples)
August 30, 2021 • 13 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Content Manager Job Description for Marketing Teams (All Industries)
August 24, 2021 • 9 min read
7 Content Marketing Mistakes You’re Probably Making [+Fixes]
August 20, 2021 • 9 min read
7 Content Marketing KPIs You Must Be Tracking In Your Strategy
August 18, 2021 • 12 min read
How much does marketing news really matter? (Content Lab, Ep. 56)
August 13, 2021 • 1 min read
How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)
July 29, 2021 • 1 min read
What It Takes to Dominate Organic Search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)
July 26, 2021 • 34 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read
17 Best Content Marketing Platforms for 2021
July 19, 2021 • 9 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read