5 Reasons Why Top-of-Funnel Content Delivers Leads and Sales

 Just like its name indicates, a sales funnel is the widest at the top and the narrowest at its bottom. Each stage of the funnel pushes your most qualified prospects into the next stage and drops those that are not a fit for your offer.

A sales funnel is directly connected to the customer journey phases, which can be sorted into three parts: top, middle, and bottom.

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This can translate into the sales funnel structure on your part as prospects going through Untouched > Contact made (Leads) > Qualified > Proposal presented > Negotiation > Won.

Top-performing sales reps know the steps of their sales funnel inside out. There are two key reasons for this:

They can address customer’s key needs and deliver the right message at the right time, and

They can scale their sales process, forecast their sales and revenue, and hit their goals.

In other words, a well-defined sales funnel improves customer’s journey as well as company’s health.

In fact, improving sales funnel efficiency is among the top sales priorities. It makes sense: a great sales funnel gives salespeople an insight into their potential customer’s thought process, challenges, and decisions.

However, as much as 68% of companies have not identified or attempted to measure a sales funnel. The same survey showed that 79% of marketing leads are never converted into paying customers.

5 Reasons Top-of-Funnel Content is the Only Content That Matters

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Have you ever clicked on a top search result excited to learn something only to see 200 words of generic blabber across your screen, wondering how it even placed in SERPs?

We all have, sometimes several times a day (and often from well-known brands no less).

Too many marketers assume TOFU content is easy to create because it covers basic concepts. Don’t fall into this trap of oversimplifying your TOFU content.

When you oversimplify your TOFU content, you tend to:

Forget to take this important content seriously

Talk down to your audience or make them feel stupid

Neglect updates to improve ranking content

Take rankings for granted

Throw out 300 words of generic content and call it a day

That’s why top-of-funnel content gets a “blah” reputation: B2B marketers treat it that way.

Don’t be that brand. Be the website people are thrilled to find and never want to lose.

Here’s why you can’t afford anything less.

1. People Find Your Brand via Top-of-Funnel Content

No one clicks ads – especially PPC ads in the search results like this:

Why would they when they have all this valuable (and non-salesy) content to peruse?

Even targeted ads on social media work best for nurturing/converting leads because you’ve already earned their trust.

Organic content at the top of the funnel is really your only chance to reach new audiences. That’s how the buyer’s journey begins. Plus, organic content is far more cost effective than paid ads.

2. Top-of-Funnel Content Gives You Infinite Chances to Uphold Brand Integrity

Integrity matters in everything you publish. Especially TOFU content.

Assume every single piece of top-of-funnel content will be:

The only thing a new visitor associates with your brand.

Good enough to make the top of search results.

A major driver of organic traffic to your website (if not the only one).

Neglect one blog and guess what? It’ll make it to the top of results (for some strange reason), becoming the “one thing” people associate with your brand.

Not a pleasant thought, huh?

3. It Gets Rid of the Elephant in the Room

I don’t want to say TOFU content disarms your audience because it’s not predatory – that’s the point.

It gets rid of the elephant in the room (sales) by offering valuable answers and solutions. This means TOFU content also:

Makes people comfortable visiting your site

Encourages people to bookmark your page

Boosts shares via DMs, forums, social media posts, and comment sections

Builds trust in your brand as a solution

4. Top-of-Funnel Content Creates a Positive Feedback Loop for SEO

TOFU content creates the positive feedback loop for SEO you were promised when you started content marketing because it:

Is what Google wants to rank for EAT: Expertise, Authority, Trustworthiness

Keeps you safe from Google algorithm changes for natural language processing

Answers genuine questions thoroughly and accurately

By prioritizing top-of-funnel content integrity, you’re not hitching your SEO to shallow tactics that border spam

5. It Inspires Successful Middle and Bottom-of-Funnel Content

Middle and bottom-of-funnel content only earn rankings for:

Branded keyword terms

Niche product terms

Nothing to help generate leads or awareness.

Once you have some successful top of funnel content, however, you can analyze its metrics and create complementary middle/bottom-of-funnel content to link like:

eBooks

Email journeys

Podcasts

Intermediate-level videos

PDF guides

Product comparisons