This is what top-of-the-funnel content will do for your organization
Is your SaaS platform fully ready, but you can’t decide which marketing efforts to focus on?
We’ve been there, so we understand; your product is amazing, and you are planning to onboard new customers and hit those goals. The next thing is obviously going down the content creation path, which has different routes (Reach out if you want to 3x your revenue with high-quality marketing).
We are talking about social media marketing and also SERPs marketing. So, if you chose the SERPs route, there is a high chance you are looking for the best strategy to boost your revenue and generate more leads. You want your product to rank high on Google and get those conversions that’ll increase your revenue.
But the good thing is—everything works. Whether you are planning to work with top-of-the-funnel or bottom-of-the-funnel content, you’ll still achieve the goals you are aiming for. But, each funnel stage has different results, which all lead down the same path—boosting your revenue.
In this post, we will take a look at everything you need to know about top-of-the-funnel content and what it can do for your organization. Let’s dive deeper into it, shall we?
What is top-of-the-funnel content?
Simply put, this is the first stage of customer awareness.
Think about it this way: this is the information that someone reads when they first interact with your SaaS product, something like a first-time impression. It’s where you get to introduce yourself briefly, giving your customer an impression of what you are dealing with. And chances are, if leads are already reading information about your niche, they are interested in what you are doing.
Let’s say, for instance, you are dealing with a product that edits photos online. A customer might search ‘how to edit photos online’ with the intention of editing multiple photos. In this case, the customer doesn’t use your platform, but is interested in editing different photos.
Your top-of-the-funnel content will educate the reader a little bit on different types of photo edits. And by presenting this information to the lead, you spark an interest that makes your brand seem more interesting in a very subtle manner without seeming so salesy or pushy. Basically, you’ll leave an impression, inviting the lead into your world.
The main aim of top-of-the-funnel content is to spark a certain interest, which will make the lead come back again. By doing this, you’ll hit two birds with one stone, so the next time someone thinks of editing photos, they’ll remember the educational information they interacted with. And guess what? Your brand will be the first thing that comes to mind, especially if you have unique information that sets you apart from the rest.
Think of it like throwing bait into an ocean and sitting back and waiting for results.
Different ways top-of-the-funnel content puts you ahead in the game
While awareness is a perk of top-of-the-funnel content, it is just the tip of the iceberg — top-of-the-funnel content goes deeper than that.
And here’s the million-dollar question: how does this content boost my marketing efforts?
It’s the first stage of turning a lead into a customer. The journey begins with top-of-the-funnel content by introducing yourself to a wide audience and letting things unfold naturally, as you move to other phases.
Things will unfold this way:
1. More people will be aware of your brand
Publishing top-of-the-funnel content is like casting a huge fishing net into a large surface area. By building awareness, you will reach more people, increasing the chances of converting a certain percentage into leads. The higher the number, the better. In the end, leads turn into customers who boost your revenue.
2. Visitors will be hooked with something interesting
Since top-of-the-funnel content is the information someone interacts with the first time they come into contact with your brand, it makes it easier for you to hook a visitor with something very interesting.
And the good thing about interesting and unique hooks is this — they’ll make the customer want to come back.
3. It’s the first step towards boosting your revenue
Think of top-of-the-funnel content as the small cue that invites more leads and customers to your business world. It’s a small invitation gesture that visitors will think about after interacting with your content. If your content is super good, people who interact with your content will think about something you mentioned in their day-to-day lives.
And here’s a good example of how this works: Do you remember the SaaS platform that helps edit photos, which we mentioned earlier?
When readers go through such information, they’ll get excited and feel relieved because they’ve come across helpful information that will streamline a process (editing a photo). In this scenario, the reader, Mr X. will go back to his PC and edit the photo for about 25 minutes, and then move to another task.
During his day-to-day life, he’ll come across a photo that looks like the one he edited earlier, and he’ll remember that small bit that hasn’t been edited yet. But, as he’s editing the photo, he might get stuck again.
So, what will he do next?
Yep, you guessed it right—he’ll go back and re-read the content that offered him a solution. Slowly, by slowly, he’s inviting himself into your world.
Take your business to the next level
And there you have it, everything you need to know about top of the funnel marketing. It’s the first stage that opens up more doors for your organization in terms of revenue generation and lead generation. So, if you want to boost your marketing efforts, feel free to reach out.