SEO Funnel Strategy: Top-of-Funnel Content Tactics that Convert

As a business, your goal is to convert as many consumers into customers as possible. One way to do that is by investing in content marketing. Content marketing, including blog writing and authority articles, is a way of boosting your SEO while also establishing authority in your particular niche.

So, what about the sales funnel for SEO, and how can top-of-funnel content work for increasing conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. rates? Keep reading this guide to learn more about content marketing funnels, specifically top-of-funnel content.

What Are the Marketing Funnel Stages?

Before getting into top funnel content, let’s first understand all the SEO marketing funnel stages.

Awareness: This is the moment a consumer becomes aware of your brand.

Consideration: The consideration stage is when a consumer considers using your brand.

Conversion: At this stage, the consumer chooses to use your brand.

Loyalty: The loyalty stage is when a consumer is a nurtured connection – they have experienced a positive interaction with your brand and would be happy to purchase again.

These marketing and sales funnel stages require specific marketing strategies.

There are different brand tactics depending on the SEO marketing funnel stages you are focusing on – for example, mid funnel content creation is specifically for the consideration/conversion stage, whereas top of the funnel content is for the awareness funnel stage.

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What is Top of Funnel Content?

So, what does top of funnel mean? Top of funnel content is content specifically created to increase awareness. The content itself is not about pushing a product or service onto the consumer; instead, it is about making the consumer know more about your brand.

Many website owners want to discuss how incredible their product or service is, but top-of-funnel content should not be ignored. With high-quality website content and articles, you can build trust, increase traffic to your website, and boost brand awareness overall. Plus, top of the funnel content reaches a much wider audience, as it’s the earliest stage of the customer journey – while not all users who consume this content will be converted into loyal customers straight away, their awareness of your brand may mean the next time they come across your business, they are more likely to trust your expertise.

5 Top-of-Funnel Content Tactics that Actually Convert

The first stage of the SEO sales funnel is making consumers aware of your brand. To manage this with top of the funnel content, here are the tactics to use.

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1. Research Top Funnel Keywords

If you’re familiar with SEO, you will understand the importance of including relevant keywords in your website content and copywriting. For top of funnel content, you will need top of funnel keywords.

Top-of-funnel keywords are extremely broad. For example, these SEO funnel keywords may include highly searched terms and phrases such as “how to fix a car”, “what is digital marketing?”, or “IT troubleshooting”.

These keywords target a broad audience – those researching a problem and looking for a general solution, but not 100% ready to settle on a specific brand to fix their issue.

Of course, you still need to identify which broad keywords to include in your content strategy, even if you are casting a wide net. There are several ways to do this, including checking the monthly search volume of specific keywords.

2. Social Media Posts

Posting on social media is an excellent way of making more people aware of your brand. Millions of people use social media daily, including Facebook, Instagram, and TikTok. To reach these people, you must create social media accounts for your brand (picking the platforms your audience is more likely to use) and then post regularly.

Your top-of-the-funnel social media posts should be informative, engaging, and target a specific pain point.

3. Write an E-Book

Top of the funnel content is often about educating people. While you can do that in blog posts, you can get more information in an e-book. Writing an e-book allows you to share your expertise on a particular topic, in turn establishing yourself as a trustworthy source in that niche.

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4. Create Educational Videos

Another way to educate users for top-of-funnel marketing is by creating educational videos. The conversion funnel and visual content go hand-in-hand, as visuals and videos are excellent at engaging users online – they are more likely to watch a short video than read a long blog post!

Keep your educational videos snappy and exciting, focusing on a topic that relates to your brand.

5. SEO

Finally, get on board with an SEO funnel. This approach guides users through the customer journey with SEO tactics – here, you just need to focus on the top of the funnel strategies. SEO techniques such as link buildingLink building is a process of acquiring links pointing to your website. These links are obtained by creating content, participating in social media or commenting on other blogs., keywords, meta descriptions, on-page SEO, and title tags all go a long way toward ensuring more users click on your top-of-funnel content.

The Bottom Line

Top of the funnel content involves targeting a wide audience – you cast a wide net to get more people aware of your brand. The content takes a general approach, often educating users rather than directing them to a specific brand or service.

Are you ready to create high-quality top-of-funnel content that actually converts? With Click Intelligence, you can take advantage of our award-winning content marketing strategy, ensuring you reach more users than ever. Book a free meeting with our team to get started!