According to a digital marketing speaker Hong Kong, modern consumers are getting wiser. They can spot a sales pitch even miles away. That is why a social media agency Hong Kong notes the importance of being creative in curating content. Even a video marketing agency Hong Kong knows that being too salesy is not a thing of today. With 67% of modern consumers saying that content marketing is helpful to them, there is still 33% that struggle to accept content marketing. As such, marketers need to be aware of the three content categories of the conversion funnel.
There are three content categories of the conversion funnel. These are TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel). They are also the three essential concepts of inbound marketing. Brands and businesses need to know what each category means and how to use them in ads and campaigns. It is to offer the right content at the right time, based on which funnel the target audiences belong.
TOFU (Top of Funnel)
TOFU is the first moment of contact. It involves raising brand awareness and generating customer engagement. There is a high volume of leads not familiar with the brand or business. They are the target audience of TOFU content. These consumers know what they need and are searching for the answers.
These types of content do not pressure customers to make a purchase. Instead, it focuses on showing the product or service as the best solution to their problems. TOFU content should be easily digestible and informative. It aims to position the brand or business as a market leader in an industry or niche.
The best examples of TOFU content are:
- White Papers
MOFU (Middle of Funnel)
Brands and businesses can start positioning themselves as a market leader in MOFU content. It is a more complicated content category because it is a mix of promoting brand awareness and influencing the buying decision. The content may include a more in-depth product or service information and targeted offers at this stage. It nurtures leads to choose a brand or business over the competitors.
The best examples of MOFU content are:
- Comparison Charts
- Detailed Guides
- Expert’s Interviews
- Video Demos
BOFU (Bottom of Funnel)
BOFU is the content category to seal the deal. Marketers can include sales content in the closing stage of the sales journey. Brands and businesses can start crossing the line to show how great an offering is. They should help the consumers realize that they are the right solution to the consumer’s problems.
The best examples of BOFU content are:
- Case Studies
- Discounts & Offers
- Free Trials
- Highly Specialized Services
- Live Demonstrations
- Product Ads
- Product Walk-Through Videos
THE BOTTOM LINE
Include TOFU, MOFU, and BOFU in every digital marketing strategy. TOFU may work well in display advertising, native campaigns, and social media video marketing. MOFU may work well in email campaigns, retargeting, and social media ads. BOFU may work well in nurturing online communities, search engine marketing, and social media ads.