{"id":5882,"date":"2018-09-25T08:45:20","date_gmt":"2018-09-25T06:45:20","guid":{"rendered":"https:\/\/www.red-orbit.com\/blog\/?p=5882"},"modified":"2020-02-07T12:40:14","modified_gmt":"2020-02-07T11:40:14","slug":"how-to-use-content-to-influence-your-buyers-decision","status":"publish","type":"post","link":"https:\/\/www.red-orbit.com\/blog\/how-to-use-content-to-influence-your-buyers-decision","title":{"rendered":"How to use content to influence your buyer\u2019s decision?"},"content":{"rendered":"

You probably already know that old saying \u201ccontent is king but distribution is queen and she wears the pants\u201d, right?\u00a0But be warned: distribution will do you no good if the content you create isn\u2019t great. And I mean great as in the best your potential buyer can find. Want to know how to get there? Read along, I\u2019ve got some tips and tricks that will help you form the best content possible!<\/p>\n

First, let\u2019s start off by getting to know our users\u2026<\/p>\n

Three Stages of Inbound Marketing Sales Funnel: ToFu, MoFu & BoFu<\/strong><\/h1>\n

When creating content, it\u2019s very important to keep in mind your user\u2019s journey through the traditional model of the marketing funnel and its three stages: Top of the Funnel<\/strong> (ToFu), Middle of the Funnel<\/strong> (MoFu) and Bottom of the Funnel<\/strong> (BoFu). Why is this important? The pool of your potential customers grows smaller as they move toward a first transaction with your business and that\u2019s the point of the funnel. It\u2019s crucial that you create the right content for each stage.<\/p>\n

\"\"
\n \u00a0<\/p>\n

In the first stage or ToFu, <\/strong>your users are in the phase of discovery, of getting to know you, and you are building an awareness<\/strong> of your brand. Your goal should be not just sales but building trust with your readers by offering them a solution to a problem.<\/strong> <\/p>\n

<\/div>\n
\n
By creating relevant content and educating your users, you gradually become a \u201ctop-of-mind\u201d choice when they\u2019re ready to buy.<\/a><\/div>\n

Click To Tweet<\/a><\/p>\n

<\/div>\n<\/div>\n

The next stage of the funnel is MoFu<\/strong>, which is also the most important one. Your users are in the consideration phase, which means they\u2019re starting to associate with your product or the solution you\u2019re offering<\/strong>; this is the right time to create content that represents you so that they can evaluate you and your product. But it shouldn’t be a sales pitch! You will lose credibility if you\u2019re too pushy and don\u2019t appear helpful. It\u2019s best to present some of your greatest solutions<\/strong> to your customers\u2019 problems and let users get to know you through the work you do.<\/p>\n

And this is where the magic happens, BoFu<\/strong> \u2013 the bottom of the funnel. Your users are ready to convert they just need a little push to become buyers<\/strong>. If I highly advised against a sales pitch in MoFu, now\u2019s the time to use it and close the deal. Users have gotten to know your product or service they just need a final validation that you\u2019re the best choice for them.<\/p>\n

So what types of content should you use for each stage?<\/strong><\/h1>\n

First thing\u2019s first. Creating content should be a whole strategy<\/strong>, don\u2019t focus solely on individual pieces. It\u2019s important to create a story<\/strong>, a vision for the type of content you\u2019ll be publishing; decide when you\u2019ll publish it and how you want your target audience to engage with it. I can\u2019t stress this enough, really take the time to make a content strategy<\/strong>, giving it purpose and identity. Otherwise it\u2019s just going to be a big mess and confusing to your readers. Before the creative process can begin, you must define your purpose<\/strong>, goals, target audience<\/strong>, writing style and how your content will differ from your competition. Without strategy your content will lose its purpose<\/strong>.<\/p>\n

Once your strategy is set you can start thinking about what type of content to use<\/strong> for each of the funnel stages. Here are some tips on what works best and might be good for you to try.<\/p>\n

Top of the Funnel<\/strong><\/h1>\n

As I said, this is the discovery phase and we use this content to engage our users<\/strong> and try to pull them into the sales funnel. You have to create informative and striking content to capture a large enough segment and continue nurturing it through the funnel. These are the best types of content for this stage:<\/p>\n