Liam Veitch

If you’re talking to us about converting your current web presence into a lead generation machine then the chances are we’ll end up talking inbound marketing, content marketing and “top of the funnel” content.

With both inbound and content marketing you’re focusing on developing content that your target audience will consume in return for some contact information. From there you can develop this relationship by distributing timely, interesting and engaging content to that opt-in audience generally by email but it all starts with “top of the funnel” content.

If you are unfamiliar with the use of the word funnel in a marketing context then please check out this post I put together which explains the premise of the funnel in terms of its relevance to your traffic acquisition and lead generation efforts.

The good news its not as difficult as you think and you can use almost any content type to achieve this opt-in goal such as:

  • Ebooks
  • Webinars
  • Videos
  • Podcasts
  • Magazines
  • Q&A Coaching Sessions

What is “top of the funnel” content? (Definition)

 

Good top of the funnel content serves to commence a relationship (by way of opt-in) with a prospect visiting your site who otherwise might leave without making contact

So if we’re all comfortable with that definition, lets look at the key aspects you need to consider when developing top of the funnel content. At this point I’m assuming you’ve already defined your ideal prospect and are familiar with their pain points and their information gathering journey from A to B (A being researching a pain point, B being selecting a specific solution) but to brush up on that area too please take advantage of our free ebook ‘Your 10 step lead generation strategy’ which goes into more detail on that.

Here are the key questions you should ask when putting together top of the funnel content.

Does this intersect my prospects’ information journey at the right point?


To explain this particular point we’ll take an example of an interior designer. The A point might be “I think our home/office/space needs a facelift, I just saw some great makeovers on TV” with the B point ending up as “I need an interior designer, I have about £2,000 to spend and I have a pretty good idea of what I want”.

Your percentage of prospects at the B point in the spectrum will be very low while at the A point you’ll have quite a few prospects to go at but more convincing to do.

So the question is, what is the tipping point in that information journey that your top of the funnel content becomes resonant?

You might come to the conclusion that what you need is an ebook with 100 best bathroom designs or a video series focusing on renovations for under £1,000

Does this look to take control of the information journey thereafter?


The next point is then the understanding that your top of the funnel content needs a purpose. It needs to start a subtle education to build trust, rapport and above all focus on thinking of the service you’re providing. So your ebook/video needs to start a chain of “aha” moments for your prospect, overcoming common objections while satisfying their thirst for information at that point in their journey.

Is this too obviously marketing?


Great top of the funnel content should be consumed without a “big sell” message, its really where most businesses get it wrong. If your content has 10% great information and 90% sales pitch it will be too transparent and actually have the opposite effect.

The sales pitch should come in the lead generation flow which follows, top of the funnel content should merely satisfy the particular section of the information journey you defined and be memorable enough for your prospect to put you in the driving seat for leading their mindset through the funnel with trust.

Have I considered what else I’ll back up this content with?


This (lead nurturing) isn’t something we’ll go into in this post but you need to always have a planned series of content your audience should receive following the opt-in, by email. This can take the shape of any of the content types I mentioned earlier in the post but it should look to lead your prospect through their information gathering journey.

Without you ushering this process your prospect is free to look beyond your output to that of your competitors who might pick up where you left off.

So as covered above, good top of the funnel content serves to commence a relationship (by way of opt-in) with a prospect visiting your site who otherwise might leave without making contact. I hope that definition helps and I hope the sensecheck questions above help you make better decisions when developing this content. Alternatively we’re always happy to chat through our ideas for helping you push on with your own lead generation and have a bulky back catalogue of content of this type we’ve developed for previous clients.

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Liam Veitch

Posted By Liam

Liam heads up the Production Team here at Tone (amongst other things). Connect with Liam via @toneliam or Google+ Liam Veitch