Inbound Marketing 101: What is a Content Offer and How Can It Move Potential Customers Through the Sales Funnel?

Sales funnel

A content offer is the backbone of your inbound marketing plan.

Whether it’s a nuanced infographic, loaded with statistics, a white paper introducing new and informative content, or a brochure detailing what separates your products from the rest, the content offer will present added value to your potential customers, regardless of where they are placed in the sales funnel.

What is the sales funnel? It’s the trajectory your potential customers take as they consider a purchasing decision. Their place in the funnel determines how you will target them with your content offer.

TOFU (Top of the Funnel):

These customers are in problem-solving mode, but they haven’t necessarily decided that a purchase is the solution to their problem. They are simply seeking information, and may be most receptive to your content offer if first introduced with a short and informative blog post. The post should deliver some information, but promises more crucial information as a part of the longer content offer.

MOFU (Middle of the Funnel):

Customers in the middle of the funnel have determined that their solution may be a purchase of services or products similar to yours, and need a substantial offer of information in order to educate them about their potential purchase. Targeting these customers with calls to action that will lead them to download your content is a sure way to lead them to the next level of the funnel.

BOFU (Bottom of the Funnel):

These customers are ready to make a purchase. They may be considering your products and services and weighing them against your competitors. Simply inviting them to make a purchase isn’t sufficient. Combining an invitation with a statement reiterating the value highlighted in your content offer is a great way to get these customers to revisit what they’ve learned about your company and take the next steps.

Learn more about how writing a valuable content offer, and the accompanying blog posts, calls to action, and social media marketing, will take your potential customers and move them through the funnel with ease. Your inbound marketing agency can guide you through this crucial piece of marketing strategy.

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