In content marketing, TOFU, MOFU, and BOFU are critical terms to master. Having a deeper understanding of what they are would greatly help with the process of content creation. In this article, we’ll discuss what they stand for, the tools for creation, and how you can implement them in your marketing strategy.
This top-of-the-funnel content is designed to generate leads from target personas. For instance, if your B2B company is targeting the leaders in the marketing departments, the TOFU content should spark interest enough for them visit your site and/or provide their e-mail address in exchange for information.
Educational or informational e-books that address the problem and possible solutions are excellent for this phase of the buying journey. Ungated content, like blog articles, infographics, and other educational digital assets, can be an excellent source of traffic and leads as well.
The middle-of-the-content part is more challenging to design than the TOFU and the BOFU, since it must be developed to bridge between the two, where the diversity of interested leads haven’t been converted yet. In other words, the leads generated from TOFU come from a broad audience who have shown interest in the problem and potential solutions, but not yet aware of your brand and services.
In this MOFU stage, the education continues and it’s also good timing to start introducing your companies along with the solution options. You can propose more advanced and detailed solutions to them, so they can consider each with more depth. E-books, white papers, quizzes, and case studies are suitable for this phase, where leads become more likely to convert.
In this phase, leads convert into sales. Ideally, the leads have expressed continued interest in various collaterals, such as opening emails and calling or e-mailing the sales department. Next, the logical step is sending a free demo or trial to those leads.
Considering it’s a very important step, you’d need to make sure that the final offers would trigger the conversion. They should be enticing enough to turn those leads into paid customers whenever they’re ready.
For developing TOFU, MOFU, and BOFU contents, use proven tools that automate the whole process from lead generation to conversion. Ideally, CRM is integrated with the e-mail marketing client, such as Drip, which can be used with various e-commerce platforms. The automation would help with following up abandoned carts or other actions customers have made that would serve as the triggering factors.
Every piece of content should be edited professionally with editing software like ProWritingAid, that catches much more than grammatical, spelling, and punctuation errors. With this tool, you can make sure that the editing is up to par, even though a human copyeditor and fact-checker is still needed for confirming information.
At last, the implementation of TOFU, MOFU, and BOFU should be optimized with automation as much as possible, while also be supported by professional content marketing specialists. Understanding the requirements and overall concepts might sound simple. However, translating them into content requires more than strong writing and editing skills. The persons in charge must be familiar with the product, the environment in which it’s used, and the users’ personas.
About the Author
Jennifer Xue is an award-winning author, columnist, and serial entrepreneur based in Northern California. She is also a digital strategist for several e-commerce and app companies. Her byline has appeared in Forbes, Fortune, Esquire, Cosmopolitan, Business.com, Business2Community, Addicted2Success, Good Men Project, Positively Positive, and others. Her blog is JenniferXue.com.