Content Marketing Strategy

Content Marketing Offers

Content marketing sales funnel including top, middle, and bottom of the funnel offers.

Content marketing is all of the rage and for good reason. Without content, there is no reason for a potential customer to use search engines and to find your business. No Bounds takes a big picture approach to content, we’re not just writing blog posts but also whitepapers, case studies, and other offers that will generate leads and get you the contact information that you need to follow up and make the sale.

We build content with a laser like focus on leads. That means we are crafting top of the funnel, middle of the funnel, and bottom of the funnel offers along with landing pages that turn visitors into leads.

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Content Marketing Strategy

I’ve said it before, at No Bounds, our focus is on content that generate leads, sales, you know, the things that build your business. Here is why the approach works piece by piece.

Top of the Funnel Offers

Not everyone in your sales pipeline is ready to buy, but we still want to get them in your funnel so that you can nurture the lead and make the sale when the time is right.

These offers are general and practical. White Papers and guides like these are good examples:

  • How to Get Started…
  • The 10 Things You Didn’t Know About…
  • The Complete Guide to…

We put compelling offers on landing pages that convert. Here’s a great example from Hubspot:

TOFU landing page example

Because leads at the top of the funnel are so diverse, we’ll aim but use a shot gun. Lots of landing pages and offers will pull in leads that are thinking about a variety of topics associated with your business and industry.

Middle of the Funnel Offers

For these leads, we start talking about your products and services. Webinars, case studies, and product tours are standard MOFU offers, but there are a lot of options!

Bottom of the Funnel

Who doesn’t love BOFU leads! These leads are read or almost ready to buy and the sales cycle is much shorter, so they are high priority leads that can make a difference to your bottom line quickly.

Some of the best BOFU offers include:

  • Price quotes
  • Product tours
  • Free trials

These offers and landing page content are one step away from actually investing in your product or service. We recommend just a small number of TOFU offers because they are often high touch and depending upon your product or service, there are a limited number of options that make sense.

Sounds good, but I want to figure out how I make money with these leads. Use this free worksheet to calculate how many online needs you need to meet your digital sales goals.

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