If you are creating high-quality content but it's not delivering the desired results, it could be that you are focusing too much on the top or mid of the funnel at the expense of the bottom. If your content strategy aims for conversions, such as sales, you should focus more on bottom-of-the-funnel (BOFU) content. In this article, we will take you through the steps of creating highly converting BOFU content.

Understanding Bottom of the Funnel

Before you understand BOFU, you need to understand the whole process of creating content for the sales funnel. The last stage is BOFU, where your goal is to create a process that converts highly qualified leads into customers. The aim of the content at this stage is to help overcome any last-minute fears, showcase the value your brand offers, and encourage purchasing decisions.

By the time your prospects reach the bottom of the sales funnel, they have already acknowledged they have a challenge and are actively seeking a way to solve it. They know what they need to solve the problem, have compared different products, and are now considering your brand.

Therefore, when creating content for this stage, focus on the product or service you are offering while providing details potential buyers may be looking for, such as features, cost, materials, and reviews. Prospects can access BOFU content at different stages of the sales journey.

At times, they can get there directly or during the early stages of the sales funnel that are relevant to the customers. Some users of the site already understand the problem they have and the solutions available, and are searching for the perfect option. Beyond maximizing conversion rates, BOFU content supports sales teams and explains why your product is the right choice for your prospects.

How to Create BOFU Content

So, how do you determine the right content to engage your site visitors? When considering bottom-of-the-funnel marketing, you can consider creating content in different formats, such as:

• Customer reviews& testimonials
• Case studies
• Use cases
• Pricing pages
• Competitor comparison pages
• Videos, webinars, and whitepapers
• Discounts.

A good idea would be to conduct research to better understand your target customers. You can visit online forums such as Facebook, Reddit, and Quora to determine your customers’ pain points. Participate in conversations and discussions to better understand customers' pain points and needs. You can also speak with your sales team to understand the questions they most often receive from customers and the objections they often face.

Remember to also conduct niche-specific keyword research to determine interesting topics your target audience may be interested in. You can use the data to find the relevant terms and phrases your target audience is using to search for content in your niche. You can then create content for those search queries and optimize it to improve visibility and relevance.

Post-Purchase Content

BOFU content touches on post-sale content, also known as brand evangelism. This can involve creating different content formats, such as:

• Blog posts on your business products, services, and news.
• Podcasts
• Newsletter
• Re-engagement emails.

Tips for Creating High-Quality BOFU Content

Here are several tips for creating high-quality content for the bottom of the sales funnel:

Stay Assertive

Compared to the content you create in the earlier stages of the sales funnel, your BOFU content needs to be more assertive and focused on driving sales. Each page of the content should include the relevant CTA (calls to action). The CTA can include words such as:

• Buy Now
• Call Now
• Add to Basket
• Get our Quote
• Sign up to receive a free trial
• Ask for a free demo

You need to avoid using these CTAs in your top-of-the-funnel and mid-funnel content, as they will discourage prospects. However, they still play an important role in driving conversion at the final stage of the sales funnel. At the top and mid levels, you can probably add softer CTAs, such as FAQs and a download option for a technical PDF.

Pay attention to the CTA to evaluate the wording and the specific offers, and determine which resonate best with the target audience. Test each CTA's user experience to determine whether the process can be simplified or streamlined, ensuring it is user-friendly and seamless.

When you continuously refine and optimize the CTAs and their user experience, you can have better landing pages.

Create Outstanding and Engaging Landing Pages

In addition to an attention-grabbing CTA, ensure the BOFU landing page content is highly engaging. Add clear, compelling, and scalable copy while enriching the content with visuals such as videos, photos, and infographics.

Build Your Audience's Trust

You want to create content that earns your audience's trust. One type of such content is UGC, as people trust the words of other users more than those of a brand. However, you need to ensure that your show is transparent and accurate. When creating comparison guides, if you realize the competitor's headphones outshine yours in battery life, be sure to say so. 

When you accept the strengths and weaknesses of the competing product, you position yourself as a credible brand and build trust with your audience. However, if you make false claims about being the best, your audience will start to see you as unreliable.

Types of Successful BOFU Content 

Here are the BOFU content types in detail:

Pricing Page

If your business offers subscriptions and services, you should have a pricing page. This can be key to showing transparency and establishing your audience's trust as you deliver the kind of content they need. A pricing page isn't only easy to create but can help increase your conversion. However, ensure that it caters to different customers’ needs by having separate pages, with the features of each well outlined.

Address any questions users may have about the service's cost. Users will often know if you add a hidden cost, the commitment level, and the cancellation process.

Customer’s Reviews & Testimonials

We noted earlier that the BOFU stage aims to address any objections customers may have before buying. One of the most effective forms of content for that is customer reviews & testimonials. 

You can use tools such as Reviews.io to send automated emails to customers after they purchase your products or services. These reviews will provide social proof and instill confidence in your customers, thereby increasing their conversion rates.

Case Studies

Case studies usually consist of some deep, real-world examples that your prospects will easily relate to. You can use the reviews you collected in the previous steps to create a case study on how your product will impact users and explain how the customer’s purchase helped to solve the problem.

Competitor Comparison

You will have a situation where a customer needs to compare your product with another, struggling to decide which to choose. When you feel you have a product that performs better than that of the competitor, you can boast about it through the competitor comparison page. This kind of content can take the burden off your prospect and offer them important insights without requiring them to conduct further research. Again, remember to be honest and share when you find an area where your competitor outperforms you.

Search for keywords that use “vs” or “or” and add a copy to improve the relevance and visibility of the BOFU content.

User Cases

The user case can be a great tool that illustrates how customers can get the desired results with your product. They can be an important tool for customers to visualize themselves using your product and to better understand the benefits they are likely to get. The user case can be a great tool for improving your marketing plan.

White Paper

These are long-form pieces that can be paired with relevant CTAs and can help showcase your industry experience. The documents highlight the exact problem the customer faced and illustrate how your product helped them resolve it. A well-crafted white paper can provide insights to your audience, help you gain their trust, and clarify the actions needed in the sales process.

In Conclusion

The BOFU can be a critical stage because it indicates that customers are already interested in your product. However, before they part with their hard-earned money, customers need a little nudging. Therefore, go ahead and use the content formats above to help them dispel any doubts about buying your products.

The marketing funnel is an essential framework showing the buyer journey from initial contact with your brand (awareness) to the point of purchase (conversion). While it's often overshadowed by the more important stages, the Middle of the Funnel (MOFU) is also an important stage that shouldn't be overlooked when creating content for the sales funnel. In this article, we guide you on creating a mid-funnel content marketing tactic that works.

What is Middle of the Funnel Marketing?

Also known as the consideration stage, MOFU is the period when customers first hear about your brand and when they make a purchase. It is an important stage of capturing the audience’s attention and convincing them to choose your brand over the competitor. At this stage, the prospect understands their problems and is seeking an active solution.

Instead of just browsing, they are evaluating available options and features, and researching how different products and services work to resolve their pain points. Creating general content at this stage may not be sufficient. Instead, you need to provide prospects with informative, personalized, and detailed guides that match their unique needs and situations. Doing that can help you grow their trust, show value to your audience, and help them see your business as the go-to solution.

In this stage of the buying journey, your aim should be to provide the answer to the query, “Why do I need to choose your brand over the competitors?” You need to have an outstanding approach that focuses on MOFU marketing and personalizing the engagement.

Benefits of MOFU

The middle of the funnel can be beneficial in different ways, such as:

• Shorter sales cycle. When you provide valuable content that addresses customers' concerns, you can accelerate decision-making.
• Increased loyalty. When you engage with your potential customers in the middle of the funnel, it becomes easier to build trust and position your brand as a more reliable source.
• Higher conversion. When you create highly educational content that addresses the customer’s pain point, you can increase sales, especially when combined with interactive content to drive conversion rate.
• Optimizing your ROI. When you nurture leads at MOFU, you can get better results from your marketing efforts and achieve a higher ROI.

Why Marketers Overlook MOFU Marketing

There are several reasons why marketers often overlook MOFU. These are:

• Difficult to measure. When considering their options in the middle of the marketing funnel, it can be hard to track customers’ options. This is because the buying journey isn't often linear; therefore, it can be hard to pinpoint the one marketing method that had the greatest impact.
• Differences in the customer’s journey. There are different touchpoints in the middle of the funnel, with each journey unique as the customer conducts research and makes a decision. This can result in a messy production and tracking.
• Faster results from other stages. Tactics at the bottom of the sales funnel, such as discounts and coupon codes, are easily attributed to conversions and can drive sales. On the other hand, an MOFU strategy and tactics can be a bit slower.

The Role of MOFU Marketing

While it can be a bit tricky, MOFU can be an important part of the sales funnel. During this stage of the sales journey, you need to inform customers about your brand's benefits and features to help them make an informed decision. As consumers move through the sales journey, they are always looking for the best solution. The aim of the middle of the marketing funnel should be to offer your audience:

• Educational content. In MOFU marketing, you need to understand your customers' needs, the options available, and why your brand is better than the alternatives.
• Show value. Even as you create educational content, you want to show them how your product can benefit them.
• Trust building. Content at this stage should foster deeper connections by offering important resources and showing audiences you care about their needs.

Best Content For the Middle of the Funnel

When considering content for the middle of the funnel, there are several options. These include:

Livestream and Webinars

These can be great tools for engaging audiences in the different stages of the sales funnel. This is because the format allows users to interact in real-time, enabling them to ask questions, seek clarifications where they have doubts, and get detailed product or service insights.

You can use webinars to showcase how your product works, share expert opinions, and identify topics that resonate with your target audience. Because of the live angle, you can add a new layer of connection and authenticity that other types of content cannot.

Case Studies

This refers to practical illustrations of how your brand has helped customers solve their problems. Case studies can be tangible proof of the effectiveness of your solution. When used to highlight the specific strategies, challenges, results, and customer testimonies, case studies can be a powerful tool for increasing credibility and helping users understand how your products solve their pain points.

Product Demos

Product demos usually serve as graphical guides that help users understand your product's benefits and features. They provide insights into how your brand works, enabling prospects to understand how it operates and how it can improve their lives. Therefore, instead of just telling, you get an opportunity to showcase through product demos. However, it's important to ensure your product demos are detailed and clear, illustrating the most relevant parts of your customers' pain points.

Steps in Creating Mid-Funnel Content

To create middle funnel content that will guide users to the conversion stage, you should use the following steps:

Research Your Audience

Unless you know who your target audience is, it can be hard to create content that resonates with them. Remember that in the MOFU stage, customers already know what they need, so generic content won't help. Therefore, go ahead and understand your audience by researching their demographics, needs, challenges, and psychographics data.

You can use interviews, data insights, and customer surveys to better understand what motivates your customers. You can then use this knowledge to better understand the content that addresses their desires and pain points.

Content Personalizations

Once you understand the audience's needs, challenges, and pain points, it's time to start creating content that addresses them. You need to create content tailored to their needs. For instance, you can include their names in your email marketing, create recommendations for them, and provide content aligned with their interests and past behavior.

You can use data to ensure you have relevant MOFU content that your target audience can connect with, resulting in a closer relationship and encouraging users to draw closer to the purchase decision.

Add a Call to Action

To move leads down the sales funnel, include a call to action that prompts users to engage rather than an immediate action. For instance, you can encourage users to sign up for your webinars, request a free trial, or download a white paper. Where you place the CTAs is also important. You need to position them well to guide your readers to the next step in the buying journey, without making them feel you are pushing or being intrusive.

Tracking Your Mid-Funnel Content

Performance tracking and analysis of your content strategy for this stage is important for understanding which content resonates with your target audience and which doesn't. You can leverage tools like Google Analytics to track metrics like page views, conversion rates, and time on page.

Track the performance of different content and analyze users' journeys on the site. You can use the insights to refine your strategy, optimize your content, and ensure you have a more effective middle-of-the-funnel approach.

In Conclusion

Mid-funnel marketing is an important stage that acts as a bridge between the top of the funnel and the bottom of the funnel stages. When you understand the unique needs of customers at this stage and create a targeted strategy, it becomes easier to connect deeply with your target audience, build trust, and guide customers to conversion. You can read our guide on case studies of brands that nailed meme marketing.

A Facebook Page rarely dies all at once. It slows down first. Reach softens. Posts that once pulled comments now sit quietly. Link clicks drop. Even loyal followers seem to vanish. And after a while, the page starts to feel like a room you keep walking into, but nobody else enters.

That is usually the moment brands make the wrong move. They post more random content. They chase trends that do not fit. They boost a few underperforming posts and hope paid reach will somehow restart organic momentum.

But that approach misses what is really happening.

A slow Facebook Page is often not suffering from a lack of content. It is suffering from a lack of signal. Facebook needs repeated evidence that your updates are actually relevant to a specific group of people. If your posting pattern is inconsistent, your topics are too broad, or your updates do not create enough response, the platform starts treating your page as less useful in the feed.

Reviving a Facebook Page is less about “going viral” and actually more about rebuilding trust with the algorithm and with your audience at the same time. That trust comes from consistency, topic clarity, engagement loops, and updates that feel made for the right people instead of for “everyone.”

The pages that recover are not always the loudest. They are usually the most intentional.

A Slow Page is Often a Signal Problem, Not Just a Content Problem

When page owners say, “Facebook killed my reach,” they are often describing a real outcome but the wrong cause. Facebook does not treat every post equally. It ranks feed content based on what it predicts people will care about, interact with, spend time on, or return to. 

Meta has repeatedly explained that feed ranking is built around signals and predicted value, not simple chronological posting. That means your page is being judged constantly. Not morally. Mechanically.

If your last 20 updates taught Facebook that your audience scrolls past, clicks away quickly, or ignores your posts, the platform starts lowering distribution. It becomes harder for your next post to earn attention, even if that next post is much better. This is the hidden trap behind “dead pages.” They are often carrying old performance baggage.

What most people don’t realize is that inconsistent posting can make this worse. If you disappear for two weeks, then suddenly post five times in two days, your page sends mixed signals. Facebook gets very little clean data about who should see your content, what topics your audience responds to, and when your followers are most likely to engage.

The page begins to look noisy instead of dependable. That is the first thing you need to fix. Not by posting more, but by posting in a way the system can understand.

Start by Narrowing Your Page Around Audience Intent

A lot of Facebook Pages slow down because they drift. Not because they stop posting, but because they stop meaning one clear thing to one clear audience.

A local business page starts posting memes, product promos, event flyers, motivational quotes, and random holiday graphics. A creator page mixes personal updates, reposted news, affiliate links, and occasional educational content. A service brand alternates between hard selling and silence.

Each post might be fine on its own. Together, they confuse the page.

Facebook works better when your audience's behavior is predictable. If a consistent type of person repeatedly engages with a consistent type of content, the platform learns who your content belongs to. That makes future distribution easier. So before you “revive” the page, define what the page should be known for again.

A useful way to do that is to identify your three audience intent buckets:

Intent Bucket    What the audience wants                          Example Page Angle

Learn           Tips, insights                            Fb marketing lessons for small business owners

Relate          Stories, opinions                       What running a local brand looks like behind the scenes

Decide       Reviews, offers, trust signals     Helping buyers choose the right service/product

Most strong pages lean heavily into one or two buckets, not all three equally. That focus matters.

If someone follows your page for practical tips, but you mostly post sales graphics and recycled memes, your page slowly trains followers not to care. That weakens future reach.

Here’s the interesting part: Facebook still has massive relevance among adults and remains one of the most-used social platforms, which means there is still a very large audience there to reach if your page gives them a reason to stop and respond. According to the Pew Research Center, 68% of U.S. adults use Facebook.

The audience is there. The issue is fit.

Consistency Works Because it Retrains Both the Audience and the Algorithm

A lot of advice about consistency sounds shallow. “Just post every day.” That is not a strategy. That is repetition.

Consistency matters because it creates pattern recognition. Your audience begins to expect your updates. Facebook begins to collect cleaner response data. Over time, both humans and the platform become more confident about what your page delivers.

That confidence is valuable, especially when you are trying to recover a slow page. The best way to approach this is not with a huge content calendar built for perfection. It is with a repeatable weekly publishing rhythm that your page can sustain for at least 8–12 weeks.

For most small and mid-sized pages, this is enough:

A Simple Weekly Recovery Rhythm

• 2 educational posts
  Short, useful insights tied to your niche.
• 1 conversation post
  An opinion, question, or audience pain point designed to spark comments.
• 1 proof or trust post
  Customer result, testimonial, case insight, before/after, or story.
• 1 light community post
  Human moment, behind-the-scenes, relatable observation, or soft culture content.

That gives you five posts per week without making every post feel promotional. More importantly, it gives Facebook a stable content pattern to evaluate. But that is only part of the story.

Consistency only helps if the posts are strategically different enough to generate different types of engagement. Educational posts tend to earn saves and thoughtful clicks. Conversation posts can trigger comments. Proof posts build trust and often earn shares. Community posts strengthen familiarity.

You are not just filling the feed. You are rebuilding behavioral variety. That matters because a healthy page does not rely on one type of response. It earns several.

Your First Goal is not Reach - It is Response Density

This is where many page owners go wrong. They obsess over the reach first. But when a page is underperforming, your first job is not to get seen by more people. It is to get stronger reactions from the people who do see you.

That is response density: the amount of meaningful engagement you get relative to the size of your initial distribution.

If 300 people see your post and 18 of them click, comment, share, or spend time with it, that is a better recovery signal than 3,000 people seeing it and doing nothing.

Facebook notices concentrated responses. That is what helps a post travel further.

So instead of asking, “How do I get more reach?” ask:

• Does this post create curiosity?
• Does it reward attention quickly?
• Does it invite a reaction from a specific person?
• Does it feel worth stopping for in a crowded feed?

Those questions usually matter more than “best practices” in the abstract.

Here is a simple comparison:

Weak Update vs. Stronger Targeted Update

Weak Post                                                                     Stronger Post

“5 tips for growing your business”  “Why businesses stop getting repeat customers after month 3”

“Check out our latest offer”              “Who this offer is for - and who should skip it”

“Happy Monday everyone!”      “One small thing that quietly hurts page engagement every Monday”

The stronger versions are not louder. They are more specific.

Specificity is one of the fastest ways to wake up a slow page because it helps the right audience self-identify. People engage when they feel a post was written for them, not for the internet at large.

A “smaller” audience that reacts strongly is often more useful than a broad audience that barely notices you. Once your page starts producing concentrated engagement again, reach usually follows as a side effect. Not the other way around.

Comments are Often the Strongest Recovery Engine

If you want to revive a Facebook Page, do not just chase likes. Chase conversations.

Facebook has long emphasized meaningful interactions as an important ranking principle, and that still shows up in real-world performance. Posts that generate discussion often create stronger distribution signals than passive reactions alone.

That does not mean baiting people with low-quality prompts like:

• “Agree?”
• “Thoughts?”
• “Yes or no?”
• “Comment below!”

That style burns out fast. 

Instead, strong comment-driven posts usually do one of three things:

1. They surface a tension

Example:
“Most brands post more when engagement drops. That often makes the page weaker, not stronger.”

This creates friction. People want to weigh in.

2. They invite identity

Example:
“Small business pages usually fall into one of two traps: too much promotion or too much randomness. Which one have you seen more?”

People respond because the prompt gives them a role.

3. They frame a shared experience

Example:
“The hardest part of reviving a page is posting when it feels like nobody is watching.”

That line earns replies because it feels true.

One useful habit: when someone comments, respond in a way that extends the thread instead of closing it.

Bad:

“Thanks!”

Better:

“That’s exactly the pattern I keep seeing, too. Was it worse after a posting gap or after content changes?”

A page does not just grow from content. It grows from the conversations content creates.

Timing Matters, But Not in the Way Most People Think

Yes, posting time can affect performance, but it is rarely the main problem on a slow page. Still, once your content and positioning are stronger, timing can help your updates get cleaner early engagement. That early activity often shapes whether a post gets additional distribution.

Recent platform studies still show that Facebook engagement tends to cluster during daytime weekday windows, though exact best times vary by audience and market. Sprout Social’s 2025 analysis found that Facebook engagement is strongest across broad weekday daytime windows, suggesting there is no single universal “best hour” to post.

That is useful. But do not over-romanticize it.

A weak post at the “perfect” time is still a weak post. A strong post at a decent time often wins.

So instead of hunting for one universal posting hour, build a testing system:

1. Pick 2–3 likely posting windows

 Example: 11 a.m., 3 p.m., 8 p.m.

1. Use them consistently for 3–4 weeks
2. Track:
   1. Reach
   2. Comments
   3. Clicks
   4. Shares
   5. Average engagement quality
3. Keep the windows that produce the best early response

That is far more useful than copying generic advice because your page does not need internet-wide averages. It needs its own rhythm.

Reviving a Page Also Means Fixing What You Stop Posting

This part gets overlooked all the time. Some pages do not need more content ideas. They need fewer bad habits.

When a page is slow, every low-signal post teaches the algorithm the wrong lesson. That means your recovery often depends as much on what you remove as what you add.

Here are the most common recovery killers:

Posts That Quietly Weaken Page Momentum

• Generic quote graphics with no real context.
• Sales-only posts with no audience value.
• Recycled memes unrelated to your niche.
• Link dumps with weak framing.
• “Engagement bait” prompts with no real insight.
• Posts that try to speak to everyone at once.

These posts are not always harmful because they are “bad.” They are harmful because they are forgettable. And forgettable content is expensive on Facebook. It lowers response quality over time.

A better standard is this: before posting, ask whether the update does at least one of the following:

• Teaches something useful.
• Creates a strong reaction.
• Helps the audience feel seen.
• Builds trust.
• Moves a decision forward.

If it does none of those, it probably does not belong on your recovery plan. That one filter alone can improve a page faster than many growth hacks.

The Pages That Recover Fastest Usually Build Recurring Content Formats

One-off good posts help. Recurring formats build momentum. This is one of the clearest patterns behind pages that come back to life: they create familiar content series that followers begin to recognize. That familiarity increases the chance that people stop scrolling because they know what kind of value is coming.

Think in repeatable content formats like:

• “One Mistake We Keep Seeing.”
• “This Week’s Customer Insight.”
• “What We’d Do Instead.”
• “Behind the Numbers.”
• “Quick Fix Friday.”

These are not just catchy names. They are behavioral anchors.

When a page has recurring formats, you reduce content decision fatigue, make your posting schedule easier to maintain, and train your audience to expect a certain type of update. That expectation is powerful. It turns random posting into a recognizable media habit.

That is often the turning point because once your page starts behaving like a consistent publishing system instead of a sporadic brand noticeboard, Facebook has something much easier to rank.

So if your page feels stuck, do not ask, “What should I post next?”  Ask, “What kind of recurring content would people want from us every week?” That question leads to much better answers.

Conclusion

A slow Facebook Page is rarely fixed by one clever post. It comes back through patterns. Through repetition with purpose. Through sharper targeting. Through content that creates a response instead of just existing. Through a system that helps both your audience and the platform understand what your page is for again.

That is the real work. Not chasing random spikes, but rebuilding relevance. Because the pages that recover are usually not the ones that suddenly become more creative overnight. They are the ones that become more consistent, more specific, and more useful over time.

And once that happens, growth stops feeling mysterious. It starts feeling earned.

According to a Semrush Study, marketers' top priority is generating brand awareness. As a key step in the customer buying journey, it can help increase trust, improve customer decision-making, and increase loyalty. Brand awareness can also be key in increasing your market share.

However, brand awareness isn't only about customers recognizing your logo or your product. True brand awareness involves combining operational excellence, consistent visibility, and emotional storytelling. In this article, we guide you through creating content for each stage of the buyer's journey to build brand awareness.

What is Brand Awareness?

Brand awareness reflects the ability of your customer to remember and recognize your business. The more brand awareness you generate, the greater the likelihood that customers will recognize your brand, its logo, products, and messaging.

But why is brand awareness an important step in the buying journey? When customers know your brand, you can easily turn them into paying customers. Therefore, the goal of the brand awareness stage of your business should be to make your brand recognizable to its customers.

No matter the size of your business, you should never tire of building brand awareness. This is why some of the world's biggest brands, such as Coca-Cola, still run brand awareness ads.

Benefits of Brand Awareness

Brand awareness will help your brand in different ways, such as:

• Higher level of brand recognition. Brand awareness can help increase customer loyalty and trust. When your name is trusted, it becomes easier to stand out in the crowded market.
• Build trust. People are often skeptical of buying from brands they encounter for the first time. However, when you build brand awareness, you can increase customers’ trust.
• Gain a competitive advantage. When consumers can easily recognize your brand, it becomes easier to capture their attention and increase sales, even when your competitors sell a similar product.
• Long-term business growth. When people understand the values your brand stands for, they are more likely to stick with it, ensuring a more efficient long-term marketing campaign.

Content Creation Tips for Building Brand Awareness

The best content for the brand awareness stage can include:

Brand Storytelling

According to one study, 70% of customers suggest they are more likely to buy from a brand that evokes an emotional response. The reason is that authentic stories enable people to see themselves inside the brand story. For instance, when a dental clinic shares its mission of restoring people’s confidence rather than marketing its services, it helps build memorability and loyalty.

You can tell people what you do, but they will easily forget. But when you tell them why you do it, they will not forget about it. Therefore, you need to create an authentic brand story that will resonate with your target audience. You want to ensure your brand story is incorporated into everything you do, from blog articles to social media posts.

Be sure to share about your values, mission, and the why of your brand. When you know what drives your business, it becomes easier to connect deeply with your target audience. Different types of content will help you to increase your audience’s trust, such as case studies, customer stories, and testimonials.

A complete brand story should focus only on what you do and why you started doing it. It should also explain why your brand exists, the people it aims to serve, and its beliefs. These emotional drivers will increase your brand affinity in the long term. 

Shareable and Engaging Content

Unless your content is getting shared, it can be hard to grow brand awareness and build trust. Therefore, focus on creating content that your audience would share. Such kind of content can include blog posts, videos, interactive quizzes, or infographics that offer value and encourage visitors to share. 

Before you create content, ask yourself if it will be helpful or entertaining to the audience. When people see that content helps them, they are more likely to share it. You can use user-generated content to increase brand awareness, encouraging customers to share their experiences and even tag your brand. You can also repost their content to show you appreciate it, making it a win-win.

Create Organic SEO Content

No matter how good your content is, if nobody can find it, it will serve no purpose. This is why you need to increase the discoverability of your content through SEO. SEO will improve the ranking of your videos and blog posts in the SERPs, increasing visibility among people searching for your information, products, or services in your niche.

SEO starts with keyword research to identify the terms and phrases your audience is using to search for products or services in your niche. You can then create landing pages, blog posts, and content around those keywords. However, you need to ensure that the content is optimized for on-page and off-page SEO.

Even as you optimize your content for SEO, ensure it is relevant and valuable to the people searching for it. The better your content is at answering the question or solving people’s problems, the greater the chance people will trust your brand.

Create Video Content

In the last few years, we have seen an astronomical increase in the popularity of video content, and this will continue. The reasons for video's popularity are that it's easy to consume, dynamic, and engaging. No matter the type of video content you create, such as behind-the-scenes previews, how-to guides, and brand stories, you can use videos to drive engagement. 

Video content is also among the most shared formats, making it a great option for driving brand awareness. When creating video content, keep your videos short and to the point. People don't have time to watch a 10-minute monologue, so keep everything informative, engaging, and snappy.

Amplify Your Content on Social Media

Social media can be a great tool for building brand awareness. However, if you only post some random updates, it will not work. You need a social media strategy that aligns with your brand’s goals. Post consistently using a content calendar and include the relevant hashtags. 

Also, take time to engage with your audience. Instead of just broadcasting your message, take time to interact with them by responding to comments, joining the relevant conversations, and showcasing the faces of people behind your brand.

Influencer Collaboration

You can increase people’s knowledge about your brand by teaming up with the brand partners and influencers in your niche. Whether you do so through a co-branded product, a joint campaign, or guest posts, influencer collaboration can introduce your brand to a new audience, thereby increasing your brand's credibility.

However, select influencers whose values align with your brand's and who connect genuinely with their audience. Don't just pick one because of their large following; instead, focus on relevance and authenticity.

In Conclusion

Awareness is arguably the most important part of the customer buying journey. This is where customers form an opinion about your brand and decide whether it is worth investing in. Unless you create content that makes them aware your brand exists, they will choose your competitor. Even as you create content, you want to build the audience’s trust. Fortunately, by following the tips in this guide, you can easily do that.

While it's easy to get traffic, getting that traffic to choose your products or services can be tricky. According to one study, only 4% of site traffic is ready to buy, while 96% are more likely to leave. One way to turn visitors into leads is through lead magnets.

These freebies are usually placed in areas that lure prospects to provide their details. For instance, you can have a resourceful gated piece that customers can download when they join your mailing list. The best-performing lead magnets are those tailored to the content at each stage of the customer’s journey. In this article, we guide you through creating lead magnets for each stage of the customer journey.

What is a Lead Magnet?

A lead magnet is a free, helpful resource offered to customers in exchange for their contact information, mostly their email address. The free resource can be something like an ebook, discount code, free trial, or webinar. Google is usually used to turn the visitors to your site into leads that can be nurtured.

In other words, a lead acts as a handshake that encourages visitors to engage more deeply. After that, it is your marketers' duty to qualify those leads and guide them through the sales pipeline with the right messaging and tools. 

Top Lead Magnets for the Different Stages

If you want to create lead magnets for each stage of the buying journey, here are the top options to consider.

Awareness Stage

The awareness stage is usually at the top of the sales funnel. During this stage, your target audience is usually unaware of your brand, its products, or its services. Therefore, you aim to build brand awareness and make people more familiar with your business.  

At this stage, you want to engage prospects and generate their interest. For instance, you can use an interactive pop-up to attract people's attention and collect their data in an engaging, non-intrusive way. Some lead magnet ideas for this stage include:

Blog Posts

A blog post can help you deliver value to your target audience and turn them into leads, especially when it's informative and addresses their pain points. But how do you turn a blog post into a lead? You can add a clear CTA button within the blog post. You can also use exit-intent popups that appear, encouraging your visitors to convert before they exit.

Checklist

Checklists are also a popular lead magnet that can improve productivity and ensure efficient task management. You can, therefore, consider repurposing your best-performing posts into a quick checklist at the bottom of a blog post to add extra value. The checklist can be in the form of a step-by-step process, a to-do list, or best practices.

eBooks

eBooks can be very comprehensive, providing your potential audience with important information and positioning your brand as a thought leader. Because they are seen as offering more value than typical blog posts, ebooks can be effective as lead magnets. You can require your target audience to provide their email address to download an ebook.

Consideration Stage

In this stage, people are already aware of your brand and are considering whether it's worth buying from it. They are already aware of several options, including yours. The goal here is to convince them to choose your brand over the competitor's. Some of  the lead magnets you can consider for this stage of the buying journey include:

Case Studies

92% of customers say they are likely to trust non-paid recommendations more than other advertising methods. A proof that case studies are an important content format that also serves as strong social proof, enabling brands to show the value they offer and thereby increase their credibility. 

Webinars

Webinars engage your audience through pre-recorded or live events, providing valuable insights. They can be a great tool, as people are always searching for helpful content, and webinars enable them to find it more effectively. People attending a webinar are also high-value traffic, more likely to turn into qualified leads.

White Papers

White papers can be persuasive, in-depth content pieces. They are usually centered around solving a problem and can help to establish your credibility and authority. The best whitepapers combine original research and deep knowledge. 

They are usually rich in information and may easily overwhelm the readers. Therefore, you need to ensure that you create white papers that people are already interested in reading. You can present data in breakout boxes and visuals to highlight the content and ensure its readability.

Decision-Making

The decision stage is usually the lowest part of the sales funnel. At this stage, the leads are usually close to buying your product, and they only need a small push. You need to provide them with personalized content that meets their needs and encourages conversion. Some of the lead magnet ideas to consider are:

Interactive Quizzes and Calculations

Users at this stage need some personalized content that addresses their needs and pain points, positioning your brand as the go-to solution. Using interactive content, such as quizzes, can enable your brand to deliver tailored solutions while maintaining engagement and investing in a higher-value proposition. For instance, you can use an app revenue calculator to calculate the revenue you are likely to make from an app.

Discount Codes and Coupons

Discounts are always a great way for customers to save because everyone wants to save. You need to offer discounts to your customers to enhance your lead generation goals. For instance, you can offer first-time customers discounts or incentives such as gifts, free shipping, and giveaways.

Free Trial or Demo

If you want to take your lead magnet to the next level, consider a demo or free trial. This works great because it enables your prospects to try your products and understand the value they are likely to get from them. For instance, a project management software can offer a free trial, allowing users to try out the product.

This can be a great strategy for convincing customers who are willing to pay but a little resistant. After trying out the product, all their doubts will be removed. 

In Conclusion

When attracting, nurturing, or converting leads, content can be an important tool. However, you need to start by understanding your target audience and ensuring your content appeals to each stage of the sales journey. You also need to ensure you are tracking the performance to monitor the effectiveness of your strategy.  You can read our guide on building a Facebook funnel for lead generation.