Best Content Type to Focus on in 2024: ToFU, MoFU, or BoFu
Let’s face it! AI has changed the way people search for information online. One could easily pull up ChatGPT or Bard to ask a question and get answers immediately. Even Google searchers get instant gratification from Google’s AI-generated response. It saves them a lot of time clicking through multiple pages to find information.
Since the way people search for information is changing rapidly, now is the best time to reiterate on the type of content that makes up our overall content market strategy. In the past couple of years, marketing experts have realized that customer movement in the sales funnel is not always linear. A customer in the ToFU stage of one brand may continue his journey to the MoFU stage of another. And a customer can start right up from the MoFU stage due to AI.
So, drafting content strategies the old way (i.e ToFU first, then MoFU, and BoFU) could mean wasting time and resources on content that may contribute very little to your overall goal.
Because of technology changing user online behavior, brands and marketers must adapt to meet these changes. Since user search is taking a new face, we’ll show you which content type to focus on in 2024. But first, let’s discuss what ToFU, MoFU, and BoFU are.
Top of the Funnel (ToFU) Content
ToFU content is content written for prospects in the awareness stage. In this stage, marketers want to create awareness to make people know who they are and what they offer.
Typically, content written for ToFU customers include informational and educational pieces, like articles, infographics, videos, social media posts, etc.
Middle of the Funnel (MoFU) Content
In this stage, prospects are aware of their problems. They are in the consideration stage and are ready to purchase a solution. In MoFU, content aims at helping prospects make purchasing decisions. E-books, white papers, case studies, product demos, etc are content in this stage.
Typically, most prospects would drop out from the ToFU stage. Hence, prospects in the MoFU stage are high-quality leads ready to convert.
Bottom of the Funnel (BoFU) Content
BoFU content appeals to customers who are in the action stage. In this stage, prospects are aware of solutions to their problems and are on the verge of buying. However, they know that different brands offer the same solution to their problems and are on a lookout for the best.
Hence, content in the BoFU stage may include testimonials, user-generated content (UGC), case studies, pricing guides and quotes, etc. These content are meant to show the prospect what they can expect when they get your solution for their problems.
Right, we’ve explained what ToFU, MoFU, and BoFU mean. Now, let’s get down to real business. The big question… Which one should you focus on in 2024?
What is the best content type in 2024?
The best content types in 2024 are MoFU and BoFU content. Here’s why:
Would you rather go through multiple pages to learn how to make a new dish when AI can give you a recipe in seconds?
If your answer is no, then you’re ready for the next question.
Is it resourceful for brands and marketers to spend time talking about the same thing AI produces?
Is your answer no again?
Traditionally, content marketers focus on a linear approach, which entails educating the audience first through informational content, arousing their interest through content that explains how to get things done, and finally making them purchase through content like reviews, case studies, etc.
However, AI is playing a huge role in serving as a ToFU content source for your audience. Even as a young brand or business without a pronounced online presence, focusing on the linear approach may not be the way to go. Your bigger competitors are already educating your prospects because they have a wider reach and better standing with search engines.
It is important to note, however, that ToFU content still works, especially when you play your SEO game well or when you have a new product that hasn’t been talked about much. Other than that, in 2024, it’s not where the money lies. The secret is in MoFU and BoFU. Why?
For the same reasons mentioned before: Your customers may have already been educated. They may already understand their problems through exposure to other content online.
Therefore, it may be more profitable to focus your content strategy around consumers in the consideration stage and consumers that are about to make a purchase.
This means investing in content that teaches people how to use your product or how they can change their lives with your services. If your brand has been in business for a while, share case studies and other content that shows how you have helped people solve problems. If you have a large customer base, get them to send testimonial videos or reviews.
If your brand is just starting out with limited funding, focusing on BoFU content may be your best. It’s the stage that requires minimal effort.
Since your new brand may want to start recording sales quickly, BoFU content will reduce over reliance on paid ads to acquire new customers. The right BoFU content will easily convert customers with an advanced knowledge of their problem.
Bottom Line
Technological trends and advancement leave a mark in our behavior and consumption of content. Marketers must adapt swiftly or risk being left behind. Until recently, leads have been thought to follow a linear approach to conversion, leading to a top-down content creation process. However, this may have been obsolete for several reasons, including AI, low attention span, etc.
Eventually, the likelihood that prospects may join a sales funnel from any stage is increasing. Hence, marketers must study their industry and be up-to-date with trends and competitors activities to ensure they know what content to create and when.
Before going ahead to create your content marketing strategy, check out 7 goals to consider for you content marketing strategy in 2024.
