Do you have an idea about the type of content you should produce for each part of the marketing funnel?

— Lord Vincent Van Mendoza (@digitallourd) March 6, 2021

Kinds of Content to Publish in each Level of the Marketing Funnel

Ever wonder what type of content you should publish for each level of the marketing funnel? Here’s a guide on which kind of content you should craft and produce for your brand.

1) Content for the Top-of-the-Funnel (TOFU) Marketing

For Top-of-the-Funnel (TOFU) marketing, your goal is to spread brand awareness about products and/or services to generate leads that will hopefully, eventually, become customers and even brand ambassadors.

At this stage, you can use the following types of content:

• blogs
• social media updates
• infographics
• digital magazines
• books
• audio podcast
• video/ video podcasts
• microsite
• print magazine
• newsletters
• primary research

Blogs

Nowadays, blogging has become a commonly consumed content on the internet. It has become mainstream since the early 2000s. People read blog posts every day. According to  Hosting Tribunal, these are the figures that they’ve got:

• More than a third of all websites are blogs.
• Tumblr hosts the vast majority of blogs with 516 million.
• WordPress, for all its fame and widespread adoption, is a distant second with 60 million.
• More than 2 million posts go live every day, on average.
• Despite this opulence, the people who profit from blogging are few – less than 10% of all bloggers generate some income.

Social Media Updates

Updating daily content on your social media pages is a way to constantly engage with your audience. I wanna share with you this daily content idea you may wish to apply in your social media marketing initiative. You may have #MotivationalMonday, #TriviaTuesday, #WonderfulWednesday, #ThrillingThursday, #FunFriday, #SavvySaturday, and #SpiritualSunday. You can be very creative in your own ways. You may want to consider this guide on what should you post on different social media platforms.

Infographics

Infographics are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly. Elearningindustry.com explains that infographics have the power to make broad or complex ideas more distilled and simplified. Rather than sifting through large amounts of information, you can get all of the data, stats, and highlights you need in one colorful, creative, and engaging infographic.

2) Content for the Middle-of-the-Funnel (MOFU) Marketing

According to UplandSoftware.com, Middle-of-the-funnel content refers to assets that reach leads who are already in your database, engaging with your brand. Marketers publish and distribute content at this stage to align a buyer’s needs to relevant products or features, gauge a prospect’s readiness to buy, and move the right people closer to purchase.

At this stage, you can use the following kinds of content:

• educational resources
• useful resources
• software download
• discount/coupon club
• quiz/survey
• webinar/events

3) Content for the Bottom-of-the-Funnel (BOFU) Marketing

At the Bottom-of-the-Funnel (BOFU) content, on the other hand, we talk about assets that help persuade a prospect to purchase from your company. This content is often used by the sales team. Generally, these materials highlight products and/or services more directly, versus high-level content used to build trust (UplandSoftare, n.d.).


At this stage, you can use the following kinds of content:

• demo/free trial
• customer story
• comparison
• spec sheet
• webinar/event
• mini class

From top to bottom, be sure to produce the right kind of content so that you will not only get customers — but also brand ambassadors.