Le content marketing est devenu un pilier incontournable de la stratégie digitale des entreprises, qu’elles soient B2B ou B2C. Mais comment s’assurer que le contenu créé ne se perde pas dans la masse et atteigne réellement son objectif ? La réponse réside dans la mise en place d’un funnel de content marketing. Cet article explore les bonnes pratiques pour structurer un funnel performant et vous montre comment maximiser vos résultats, du haut de l’entonnoir (TOFU) jusqu’à la conversion finale (BOFU).
What is a content marketing funnel?
A content marketing funnel is a strategy that consists of creating and distributing targeted content based on the stage the prospect is at in the purchasing journey. The goal? To accompany the visitor through the different phases of the funnel — TOFU (Top of Funnel) , MOFU (Middle of Funnel) , and BOFU (Bottom of Funnel) — to gradually guide them towards conversion.
Why structure your content marketing strategy into a funnel?
A traditional content strategy without a plan or direction may not produce the desired results. The content marketing funnel allows you to:
- Segment your audiences according to their interest level and needs.
- Personalize content for each stage of the customer journey.
- Increase conversion rates by more precisely targeting prospect expectations.
- Measure the effectiveness of each content with adapted KPIs.
The three phases of the content marketing funnel and the types of content adapted
To set up an effective funnel, it is essential to produce the right content for each phase of the customer journey.
1. TOFU (Top of Funnel): Attract and inform
At this stage, the goal is to generate visibility and raise awareness among a wide audience . Prospects do not know you yet, they are looking for information and solutions to their problems.
- Recommended content types: SEO-optimized blog posts, infographics, explainer videos, introductory white papers, free guides.
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Examples of successful formats:
- Create lists of practical tips (“10 tips to improve your content marketing strategy”).
- Produce short videos on social networks to capture attention.
2. MOFU (Middle of Funnel): Educate and build a relationship
Prospects are now aware of your brand and are evaluating your solutions. MOFU content should answer specific questions and prove the value of your offerings to encourage engagement.
- Recommended content types: Webinars, case studies, comparisons, detailed guides, newsletters.
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Examples of successful formats:
- Publish a detailed guide comparing the available solutions (“Which CRM should an SME choose?”).
- Provide case studies of clients who have overcome similar issues.
3. BOFU (Bottom of Funnel): Convert prospects into clients
Prospects are ready to make a purchasing decision, so your content needs to address any remaining objections and drive action .
- Recommended content types: Optimized sales pages, product demos, special offers, customer testimonials.
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Examples of successful formats:
- Highlight video testimonials that reinforce the credibility of your product.
- Offer a free trial or personalized consultation.
How to measure the effectiveness of your content marketing funnel?
For each phase of the funnel, it is important to track specific KPIs :
- TOFU : Measure organic traffic , social media shares, and new sessions.
- MOFU : Analyze click-through rate (CTR) , time on site, and engagement rate.
- BOFU : Track conversion rate , number of qualified leads (SQL), and revenue generated by campaigns.
Case studies: How brands are using the content marketing funnel
1. IKEA + Me: Connect with B2C prospects
The web series “IKEA + Me” is a perfect example of the funnel approach. In the TOFU phase, IKEA attracts users with short videos on social networks showing makeover tips. In MOFU , they develop more complete YouTube videos on interior transformations, and for BOFU , the brand includes a selection of products to buy to achieve the transformations seen in the series.
2. ShBarcelona: SEO and content marketing to attract expatriates (B2B2C)
ShBarcelona uses SEO-optimized blogging to attract expats looking to relocate to Barcelona ( TOFU ). In MOFU , the blog offers information on local life and tips to make settling in easier, then encourages conversion in BOFU with a fun interface to search for accommodation and transparent contracts to reassure users.
Is content marketing affordable for all budgets?
Yes, tools for creating content (WordPress, ChatGPT, social networks) are often inexpensive or free. However, an effective content strategy requires advanced skills (SEO, writing, community management , design) and a lot of time . To ensure optimal impact, it is recommended to set up an internal team or to use a specialized agency .
Need help? Discover the offers Dicenda
- Content Strategy Definition: Dicenda helps you build a tailored content strategy to maximize the impact of your funnel.
- Content production : Creation of quality content (articles, videos, case studies) for each phase of the funnel.
- Content Marketing Training: Dicenda trains your teams to develop your own content marketing strategy internally.
Contact us today to turn your content strategy into a growth engine!
