Building out a successful content machine takes a lot of work

[fomayof928@mowline]

A TOFU piece of content in the marketing funnel will target general marketing topics to educate our audience. For example, we have detailed guides on how to build a social media marketing strategy or improve social media engagement. We wrote these posts to help our target audience become better social media marketers—nothing more.

Once they know who you are, they move to the middle of the marketing funnel. At this point, you may use more product-oriented guides to convince them that your marketing tool is a good investment. Then, if they make it further down the funnel, BOFU content is used. This content is for potential customers who know they need a solution but are weighing up their options.

At this stage, you’re looking to convince them to engage with you, or raise their hand to learn more about what you specifically offer.

But, your strategy will get a lot more traction italy b2b leads if each content piece targets your audience with what they need, where they need it and when.

Our 2023 State of Social Media report found seven in 10 leaders agree that social media is underutilized within their organization. Ninety-seven percent of business leaders we talked to believe the use of social data to understand market trends will increase in the coming years.

Like the other strategies on our list, each social media platform requires a different approach. LinkedIn is the perfect place to write longer thought-leadership content. On the other hand, X (formerly known as Twitter) is great for engaging with other business influencers and customers.

One thing is for sure—B2B buyers don’t just hang out on LinkedIn. According to The Sprout Social Index, 68% of customers follow a brand on social to stay informed about new products or services. While 51% of consumers also said responding is the most memorable action a brand takes on social media.