Do you need to know what content material to create for the attention stage?
Folks can’t purchase from you in the event that they don’t know you exist, proper? However how do you assist them discover you?
You assist them discover you thru consciousness stage advertising and marketing.
You’ve seen a gross sales funnel in some unspecified time in the future, however it’s possible you’ll not know that there are particular advertising and marketing techniques, content material, and campaigns that work finest for every stage. Your content material wants will change whenever you’re on the prime and backside of the funnel.
When making an attempt to acquire consciousness of your product or model, you’re on the prime of the funnel (TOFU). Your purpose on this consciousness stage is to create content material that generates leads and attracts potential prospects.
On this article, we are going to present you the right way to create efficient consciousness stage content material to blow up your lead era and get your corporation in entrance of the shoppers who need your merchandise, even when they don’t comprehend it but.
Consciousness Stage Advertising and marketing Ways
Earlier than we get into the kinds of content material that work finest for the attention stage, let’s speak about top-of-the-funnel advertising and marketing techniques.
Your purpose within the consciousness stage is to enhance model and product consciousness. In all probability the best option to strategy prime funnel advertising and marketing is by working by means of these three questions:
1. Who’re you, and what’s this?
The folks you’re concentrating on within the consciousness stage both don’t know you or have very restricted information of your organization and its merchandise. Earlier than they purchase from you, they need to know who you might be and what you’re promoting.
This goes past “Hello, I’m Bob, and I’m promoting this factor.” That’s not sufficient.
When folks purchase, they aren’t simply buying and selling cash for an object or service. They’re utilizing their cash to assist manufacturers they belief and imagine in. To enhance your conversions, you must give your viewers sufficient to know your model and what your organization values.
Ways:
- Present content material that displays your organization’s values
- Content material ought to present as a lot upfront worth as attainable whereas requiring as little dedication as attainable from potential prospects
- No gross sales stress
2. Why ought to potential prospects care?
Inform potential prospects why they want you and your services or products. What downside or ache level are you able to clear up for them?
No matter who your prospects are, different companies, or particular person customers, they aren’t going to spend their cash on one thing that isn’t going to assist them. Companies have budgets they should keep inside, and a lot of the particular person customers don’t have a limiteless disposable earnings.
Be able to share the advantages of utilizing your product and repair as an alternative of simply the options.
Ways:
- Content material is informative and academic
- Present potential prospects that there’s a answer to their downside
- Current your product as one attainable answer
3. What’s the final result for potential prospects in the event that they act or don’t act?
That is your likelihood to share what a possible buyer’s life might seem like in the event that they use or don’t use your product.
This isn’t a gross sales pitch however an opportu nity to share how the options and advantages of your product can change a buyer’s life. We’re not essentially speaking about an unlimited life change. Simply spotlight the ways in which each day life may be improved by having your merchandise round.
After getting these three questions answered, you’ll be able to develop a stable top-of-funnel technique and enhance consciousness of your model.
- Content material reveals off your trade experience
- Exhibit the worth of utilizing your model’s services and products
Now that we’ve got the beginnings of an excellent consciousness stage advertising and marketing technique, let’s take a look at the kinds of content material that work effectively for the attention stage.
Kinds of Consciousness Stage Content material
Let’s begin with a fast recap of what our consciousness stage content material must do:
- Inform, assist reply questions, and clear up issues
- Not embody overly sales-y language or pointless branding
- Be straightforward to grasp, however give sufficient data to resolve preliminary considerations
- Present the worth and advantages of doing enterprise with you
Prospects at this stage need data; they aren’t able to make a purchase order. At this level, prospects might have solely turn out to be conscious of their downside and may not even know that options exist. Any sources you utilize within the consciousness stage must be centered on creating belief and establishing your self as an knowledgeable.
You’ll be able to accomplish this with almost any kind of content material, however we’ve discovered the attention stage content material sorts beneath which might be finest at shifting prospects additional into the content material advertising and marketing funnel.
1. Weblog Posts and Articles
Weblog posts and articles are the most typical type of consciousness stage content material, and for good cause. Such a content material is informative with out being pushy, and may normally be discovered with a easy Google search.
You’ll be able to use search engine optimization to get your web site ranked increased in search engines like google and yahoo and assist folks discover your content material simpler.
Normally, folks discover developing with concepts to be the toughest a part of creating a running a blog technique. You’ll be able to create a great deal of matter concepts by making an inventory of the questions and considerations that your potential prospects might need earlier than making a purchase order.
These aren’t questions that you simply suppose they’ll have about your services or products particularly. Somewhat, give attention to the questions that they’d ask to assist clear up their downside. In case you’re promoting an anti-aging cream, you possibly can write about the advantages of hydration is retaining pores and skin wanting younger and gently point out that consuming water isn’t the one answer for growing older pores and skin.
For extra concepts, try this publish of 50 weblog concepts you’ll be able to write about at this time.
2. Movies
Movies are a superb alternative to point out the folks and personalities behind your model. They make your model appear extra approachable, particularly if you happen to’re not apprehensive about being your sometimes-quirky self.
There are a variety of ways in which video content material can be utilized within the consciousness stage:
Academic and How To Movies
Such a video content material provides you the prospect to reply questions and share actionable recommendation together with your guests. We use movies quite a bit at OptinMonster to point out prospects and potential prospects the right way to use a sure characteristic.
Academic content material works effectively at any stage of the gross sales funnel. In case you’re utilizing them for the attention stage give attention to issues like taking a fancy downside or concern that your potential prospects might need and breaking it down into manageable items.
You’ll be able to finish your video with a name to motion that shares associated instructional content material they could like.
Model Movies
A model movie share particulars about your organization’s values and mission. It’s a method for guests to get to know you thru a narrative, not a gross sales pitch.
It is a likelihood so that you can relate to your audience and make an emotional connection. Shopify does an excellent job of this of their quick movie Unite.
Shopify barely mentions their firm all through, regardless that this can be a model movie. They don’t get into the main points of what Shopify does. They give attention to how Shopify helps its prospects.
Documentaries
Documentaries give your corporation the prospect to point out off the belongings you’re doing to make the world a greater place.
Fixodent, a model behind denture adhesives, filmed a documentary a few uncommon white lion who wanted dental surgical procedure. They sponsored the surgical procedure and created a powerful piece of content material that reveals how Fixodent provides again.
(The video reveals a few of the dental surgical procedure, so if you happen to’re squeamish you’ll need to skip 3:05-3:58)
The movie closes with a brief quote from Fixodent: “Giving again the chunk to those that have misplaced it’s what we do daily, for each denture and partial wearer.”
Movies are tremendous efficient at constructing consciousness as a result of they’re entertaining and may be passively consumed.
3. Lead Magnets
Lead magnets are bits of content material that you simply get in change to your e-mail deal with and may be absolutely anything of worth. They’re mostly digital, downloadable content material like checklists, ebooks, experiences, whitepapers, and movies.
We use lead magnets quite a bit at OptinMonster as a result of they’re a good way to get helpful data into our viewers’s palms and showcase our experience in our trade.
You may even see them in blue callout containers like this:
They might additionally popup after a customer has scrolled down a particular size of the web page, spent a sure period of time, or goes to go away the web page.
If you wish to create your personal lead magnet popup, right here’s the right way to do it.
4. Infographics
Infographics are good consciousness stage content material as a result of they’re really easy to learn and perceive. You can too share them simply.
They usually’re nice for brief consideration spans. Right here’s an excellent instance from WhoIsHostingThis.com. You can see the complete infographic on their web site.
Infographics ought to comprise key factors, statistics, and concepts. It’s type of like an overview, however a bit extra particular. In case you needed to, you possibly can take an infographic and create an extended piece of content material from it (or vice versa – create an infographic from an extended article).
5. Social Media
Social media is your model’s likelihood to get somewhat bizarre. The purpose of social media advertising and marketing is making a group. It’s laborious to try this if you happen to’re not opening up and playing around each infrequently.
And, if you happen to ever doubted the facility of social media, we’d prefer to remind you of the success seen by the Ice Bucket Problem that ended up going viral and elevating over $100 million for the ALS Affiliation. And that wasn’t even an ALS Affiliation marketing campaign.
Consciousness Stage Marketing campaign Examples
By now you’ve a complete understanding of what to do together with your prime of funnel leads. We’ve lined the several types of content material that work effectively within the consciousness stage and also you also have a stable set of techniques to make use of when constructing your consciousness stage advertising and marketing technique.
Let’s end off by looking at a few of the finest consciousness stage campaigns we’ve seen to present you a little bit of inspiration.
1. First Kiss by Wren
An superior instance of video consciousness stage content material comes from clothes firm Wren.
They created a brief movie known as First Kiss wherein 20 strangers have been requested to kiss for the primary time.
The corporate is simply talked about firstly of the movie with “Offered by Wren.” The clothes is worn within the movie, however is rarely the focus; it’s not even talked about that Wren is a clothes firm.
The movie was candy and awkward and went viral.
Wren triggered such a stir with the quick movie that folks have been decided to search out out who was behind it. Their outcomes with this quick, unbranded content material are staggering:
- 15,000% enhance in site visitors
- 96% first-time guests
- 1,400% enhance in gross sales
2. MINDBODY
MINDBODY is an organization for small enterprise homeowners within the well being, spa, and sweetness trade. They preserve two separate blogs to focus on not solely their viewers (companies) but additionally the customers who will interact with their viewers by means of the app.
The business-focused weblog contains enterprise recommendation, developments, new options from MINDBODY, and an inspiration weblog that provides companies a glimpse at what their friends within the trade are doing.
3. The whole lot Deadpool
The Deadpool franchise completely nailed consciousness stage content material advertising and marketing, even going as far as to create a Tinder profile for the character.
In addition they used almost each different social media platform on the market, to nice consequence with a number of successes like:
- Over $130 million opening weekend (highest ever for an R-rated film)
- Greatest twentieth Century Fox debut ever
- Largest opening weekend for a first-time director
- Greatest R-rated comedian e book superhero film ever
- Highest grossing X-Males debut ever
4. Superdrug
To lift consciousness round physique picture points, Superdrug requested 18 graphic designers all over the world to edit a mannequin’s photograph to carry it consistent with their nation’s magnificence requirements. The corporate then revealed the outcomes on BuzzFeed and HuffPo, resulting in some fairly wonderful outcomes.
- Worldwide information protection
- 3 million views of the unique research
- Round 1 million shares on social media
- Movie star endorsements
5. LinkedIn
LinkedIn created an e-book sharing its personal strategy to utilizing LinkedIn for advertising and marketing.
The strategy was so profitable that they created a slew of further guides.
Unsure if LinkedIn is for your corporation? Take a look at how (and why) you must create a LinkedIn enterprise web page.
6. Shutterstock
Yearly, Shutterstock creates an infographic to focus on the yr’s artistic developments. The one for 2018 is interactive and pictures, video, and music.
Shutterstock is aware of that folks love dependable information and that such a information will get extensively shared. The 2017 marketing campaign was shared 1000’s of occasions on social media and attracted greater than 6 billion visits to the positioning.
That’s it! Now you’ve 5 kinds of content material to make use of for prime funnel advertising and marketing. We’ve additionally shared a number of top-of-funnel marketing campaign examples to provide the inspiration you must create your personal.
OptinMonster makes an excellent associate at each stage of your gross sales funnel. Be a part of us now!
Hi there, I am your information to the lead era universe. With a knack for search engine optimization and a mastery of content material advertising and marketing, I am on a mission to coach you on how-to generate lead and monetize your internet site visitors.
