Within the content marketing strategy, there is a conversion funnel, one of the phases being the top of the funnel or ToFu. This is the first of three stages, called the awareness phase, that is, it is the moment when the user has the first contact with the company and discovers that they have a problem, a need to be met.
The top of the funnel is also called the attraction phase, because its mission is to attract the user’s attention and take them to the other stages of the purchasing journey – the middle and bottom of the conversion funnel.
Thinking of the marketing strategy as a literal funnel, we can say that the top is the widest part, which is why it receives the largest number of people. And it is at this stage that many users begin their journey towards purchasing a product or service.
What is a conversion funnel?
Before we continue, it is important that you telegram number list some important concepts. The conversion funnel is a path up of three phases. Top of the Funnel (Tofu, Awareness phase), Middle of the Funnel (MoFu, Consideration phase) and Bottom of the Funnel (Bofu, Decision phase) – and is to prepare the customer to make a purchase.
This conversion funnel structures Content Marketing actions, a strategy that aims to educate the user through information of different levels of depth, in all phases of the funnel, so that they better understand their needs and make an informed purchasing decision.
To achieve this, content is that helps people identify their problem. Learn more about it and find a solution through a service or product.
Content Marketing also uses SEO (Search Engine Optimization ) strategies, a set of actions that allow Google to evaluate the quality of the content and present it in the list of results when the user performs a search. These actions include the use of keywords, images related to the text, friendly URLs, among others.
READ MORE: How to work on your customer’s awareness levels and sell more?
Top of the Funnel: How to build the Knowledge Phase?
The Top of the Funnel is the moment when the user identifies that he has a need. This happens when he has access to relevant information that what does a brand manager do and why is it important in marketing? his interest regarding the subject. And this is the main objective of the Top of the Funnel.
When the initial content meets and even exceeds expectations, the user tends to continue on the journey, searching for the best solution to the problem they discovered they have.
For the Top of the Funnel to fulfill its role correctly, it is necessary to pay attention to some points:
Know your audience well
Every company needs to know who it is twd directory for. Only then will it be able to assertively define what it is going to write about, which terms are most appropriate to use and what the tone of the language will be.
Understand the audience’s pain points
Knowing what the most common pain points and doubts of the target. Audience are allows the SEO specialist and the writing team to define. How each subject will, thinking strategically about the titles and the entire architecture of the text.