It also helps you build a smoother path to purchase for potential customers. As our lead content trainer Kevin Phillips explains: "If you start with BOFU, every time you create an updated piece of content (upper level of the funnel), you can direct people to the next appropriate action because you've written that content. When you don't take the next step to get people to engage with you, they take what they've learned elsewhere to answer their next question. "
While top-of-funnel (TOFU) questions are great for driving organic traffic through search engine optimization (SEO), they are more of a problem- and solution-aware topic that won't help your sales team sway over the final deal. You can start with industry mailing list marketing topics that serve prospects at the top of the funnel, but that makes the process more complicated (what are the next steps?) and less efficient (designed to help less serious buyers first). How to Find Content Marketing Topics at the Bottom of the Sales
Funnel Ask your sales team the BOFU questions that potential customers are asking them before buying . These are the questions people ask when sitting across from (or on the phone with) a salesperson; these are the questions that make or break a deal. Consider the following questions: How much does your product or service cost? What is the purchase process? What can we expect when working with you? How does working with you compare to other businesses? BOFU content gives potential clients an idea of what it's like to work with your company. Next, work backwards in the sales process