illustration of a man leaning on a giant funnel with labelled TOFU MOFU BOFU on each level

The content journey: How to guide your buyer through the sales funnel

Ebarak Hossain content strategy, inbound marketing Leave a Comment

Have you noticed how a purchase is actually done in our modern era?

If you have, you probably know why it’s so important to map out the content journey that can turn prospects into customers. This is because the internet has changed the way we make purchasing decisions. Yes, we are increasingly becoming used to searching for relevant and useful information online before buying to help us select the right product or service. 

From the initial search to the final purchase, there are three important phases–namely Awareness, Consideration, and Decision–a customer goes through. Similarly, your sales funnel (and related marketing, too) has three steps that correspond with the customer’s journey stages. They are widely known as top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU).

As a business owner or marketer, your challenge is to provide the potential customer with helpful information in every stage of their buying journey through the sales funnel that will, in turn, help the buyer make the right decision and become your customer. You want to guide them through the process from stranger to customer by constantly directing them further down the funnel and further along in their own journey.

Simply put, a well thought out content journey helps guide prospects through the sales funnel.

The buyer’s journey through your sales funnel

illustration of a man walking first with head as a light bulb then standing and thinking and last deciding

It’s quite common that your business has a unique sales funnel and different buyer personas than other businesses, but the basic approach to plot out the content journey remains the same.  

Here’s how it works: 

Top of the funnel (TOFU) prospects are in the Awareness or information stage and look for educational content. They seek out blog posts, social contents, ebooks, and other information on their problem, whatever that may be. Here, your job is to create purely informational content so they become interested to know more and want to dig in deeper… and move down the funnel.

In the middle of the funnel (MOFU), potential customers look for solutions, as they’re already educated on their problem. Here, buyers want to know why your product is better than others. This is also known as the Consideration phase.

This is your chance to stand out from the competition. This is the stage where you relate your solutions to their problem, build trust, and forge a relationship between the prospect and you.

Content offers like webinars, case studies, live interactions, and fact sheets will guide the customers to the next level.

Finally, at the bottom of the funnel (BOFU), they are ready to buy and make the purchasing decision. This is also called the Decision phase.

But, how best to pose for this stage so they convert?

Completing the content journey

illustration showing someone pushing a button labelled buy now

Only the right offer and compelling content can help you entice someone to click on the “Buy Now” call-to-action (CTA) and become your customer at the very bottom of the funnel.

The well-designed free trial, product demos, coupons, and free consultations, are some of  the effective offers and types of content in this critical stage.

In conclusion, it goes without saying that a hole-free content journey is important to making your content marketing a success. But yeah, we agree that plotting out an effective content journey map can be a bit perplexing the first few times.

That’s why you can download the free Content Story Organizer we made! Use it to map out your content assets with ease.

Content Story Organzier Blog CTA

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