At the top of the customer funnel, the four main goals are to increase offer awareness, grow retargeting lists, increase engagement, and grow website traffic. Businesses and marketers use a variety of content types to meet these goals.
These crucial content generation activities will send more traffic and sales leads to the middle of your sales funnel. These key activities and types of content will ultimately lead to increased sales and repeat customers as well.
However, to account for leaky sales funnels (not everyone will make it through to the end), it’s important to make sure you attract the greatest number of visitors to your site.
Cast a wide net at the top of the funnel
Your top of the funnel content needs to appeal to the widest audience possible. You can shortlist and segment your customers later in the funnel process.
Don’t expect every visitor to your site to convert. You’ll find that some who enter your funnel will naturally exit it as well.
Some people will lose interest or find that your products and services are no longer suited to their needs. Others will discover that your products and services are priced outside their budget. For all of these reasons and more, it’s crucial to cast a wide net at the beginning of your customer acquisition process.
If you’re not sure what type of content to use, to attract your ideal audience, read on!
Types of top of the funnel content
Here are ten types of top of the funnel content types designed to increase awareness, grow retargeting lists, increase site engagement rates, grow the number of inbound links, and increase traffic by channel.
These types of content include:
- Blog Posts
- Social media updates
- Digital magazine or book
- Audio podcast
- Video and video podcasts (Learn SEO for YouTube here)
- Print magazine/newsletter
- Primary research
- (Have you written a white paper or ebook? Here are 13 Ways to Make Your White Paper Marketing More Successful)
Gauging funnel success
At the beginning of this article, I mentioned some of the main goals of top-of-the-funnel content. These goals must also be translated into measurable metrics. These are numbers you can look at to see if your content is making a difference.
Brand awareness – To understand if your content has helped increase awareness for your brand, products, and services look at the number of unique new visitors to your site in the time period affected.
Retargeting List – If one of your goals was to grow your retargeting list, you can check to see if your email list subscribers and followers have increased.
Engagement – If you were interested in boosting site engagement or gaining new customer insights, you can measure if your average site visits increased, or if you started getting more comments and shares from your pages and blog posts.
Links – If your aim was to increase the number of inbound links, you can use tools like Google Analytics and MOZ to see if you have more inbound do-follow links to your new content.
Traffic – You may have also been interested in increasing the traffic via certain channels, like YouTube, Facebook, Instagram, or Pinterest. If your aim was to increase click throughs from these social outposts you can check and measure whether you actually made gains.
No matter what your goals are, it’s important to plan what metrics you will measure well in advance of starting your content campaigns
Want to build a customer acquisition funnel for your products and services?
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I run a boutique content strategy and digital marketing consultancy. I help businesses evolve into premium brands and connect with their dream clients by crafting compelling copy and utilizing white hat SEO practices.
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