Choosing the Right Content Marketing Tools for Lead Nurturing

Are you writing your blog posts like you’re making a sales pitch?

You’re playing in the wrong part of the funnel.

In most instances, if someone is reading your blog, they aren’t yet ready to make a purchase. In the marketing world, we call this TOFU content – content meant for our visitors at the top of the sales funnel.

In fact, statistics say less than 5% of first-time website visitors are ready to make a purchase of goods or services.

Multi-channel online marketing has stamped its permanent place in society. Today, an effective way to increase value and sales is to create content for the top, middle, and bottom of the funnel. You must also know what kind of content you should place at what point in that funnel. This is known as the art and science of Content Marketing.

If you’ve ever been called over by a kiosk salesman at the mall, you know uncomfortable it is to be approached to buy something when you don’t want to. Content Marketing and Inbound Marketing as a whole are designed to place your business in the right place at the right time. When your potential customer wants to browse, they can use your content to browse. And when they’re ready to make a purchase, your content marketing strategy will ensure they know how to do that, too.

What kind of content should you place at the top, middle and bottom of the funnel to drive sales?

TOFU (Top of Funnel): 

  • Clear, informative web content
  • Blog posts
  • Simple E-books
  • Social Media
  • SEO, PPC (also considered pre-funnel)
  • Email marketing sign-up form

MOFU (Mid-Funnel): 

  • Email Marketing & Marketing Automation
  • Advanced funnel web content
  • More advanced E-Books
  • Case studies
  • Guides/How-tos
  • White papers
  • Webinars
  • Videos

BOFU (Bottom of Funnel): 

  • Sales kits
  • Discount codes (via Content)
  • Offers/Landing Pages for Free trials or Evaluations
  • Offers/Landing Pages for Consultations
  • Contact Forms
  • Schedule an Appointment Page


By using the appropriate tools to guide your leads through every stage of the sales funnel, you’ll qualify them faster, directing your energy toward the right people at the right time. 

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