5 Signs You've Mastered the Funnel-Focused Approach to Content Briefing
Co-Founder / CMO
The term "funnel-focused content briefing" has been used so much that it's starting to sound like a marketing jargon soup.
However – beneath all that buzz is a powerful tool and a strategic approach that can transform your content strategy. If you're not using funnel-focused briefs, you might be missing out on a game-changing tool for your content marketing efforts.
Read this article to learn the signs you’ve finally mastered a funnel-focused approach to content briefing. And if you haven’t, use these signs at tips and get started today.
Table of Contents
What is a Funnel-Focused Approach to Content Briefing?
Think about the last time you created a content brief. Did you consider where your target audience was in their buying journey? That's what a funnel-focused approach to content briefing is all about.
It's simple: you take the marketing funnel stages - top (TOFU), middle (MOFU), and bottom (BOFU) - and use them to shape your content briefs. This is the core of an effective content marketing funnel.
Why does this matter? Your brief is the first touchpoint that guides your writer or gets the “okay” from your clients.
When you align your brief with a specific funnel stage, you're setting clear goals for your content. (e.g. A TOFU piece might aim to educate and attract new readers, or potential customers who are just becoming aware of a problem, while a BOFU article could focus on sealing the deal with potential customers ready to make a purchase decision.)
You’ve mastered the funnel-focused approach to content briefing if you…
…can recognize yourself below.
You can effortlessly match content intent to funnel stages
User intent is the reason behind someone's search or click. It's what they're trying to accomplish when they land on your content. Understanding this is key for every content marketer.
Now, here's where it gets interesting: user intent and funnel stages are like two peas in a pod. They're closely connected, and getting this connection right is a sure sign you've got the funnel-focused approach handled. Think about it:
- TOFU – Users are often looking for general information or answers to broad questions. This is where you provide educational content to a broad audience.
- MOFU – They're comparing options or seeking more detailed insights. They are moving from the awareness stage into the consideration stage.
- BOFU – They're ready to make a decision and look for specifics about products or services, often looking for product comparisons or customer testimonials.
Let's look at a quick example.
Say you're in the project management software business. A TOFU brief might focus on "What is agile project management?" This matches the informational intent of someone just starting to explore the topic.
A BOFU brief could be about "Top 5 agile project management tools compared," directly addressing potential buyers in the decision stage. This type of content is crucial for conversions.
You know the distinct differences between TOFU, MOFU, BOFU
Let's bust a common myth right off the bat: users don't neatly progress from TOFU to MOFU to BOFU like they're climbing a ladder. If you've mastered the funnel-focused approach, you know that's not how it works in real life.
Users are unpredictable.
They might jump straight from a TOFU piece to a BOFU one. Or they could be simultaneously in different funnel stages for various aspects of a product/solution. It's complex, and that's exactly why understanding the distinctions between these stages is so important for your content marketing funnel. This is where understanding your buyer personas becomes critical.
The key is to create funnel content for each stage without assuming a linear journey.
Your TOFU content should stand on its own, providing valuable content even if the reader never makes it to MOFU. Your BOFU content should be compelling enough to convert someone who skipped the awareness stage entirely. It's about being prepared for every scenario, not trying to force users down a predetermined path. You want to attract ideal customers at every touchpoint.
Your briefs always include specific funnel stage goals
You've understood all about funnel stages, but are you explicitly including them in your briefs? It's not enough to imply the funnel stage through topic choice or structure. A truly funnel-focused brief spells it out, making the primary goal of each piece of content clear.
Let's talk about two key elements that should change based on funnel stage:
- calls-to-action (CTAs);
- product mentions.
First up, CTAs.
In a TOFU brief, you might instruct writers to use CTAs sparingly. Examples include "Learn more" or "Explore our resources." These are low-commitment actions that match the reader's early stage in the journey. Maybe they lead to educational videos or comprehensive guides.
But when you're crafting a BOFU brief, your CTAs should be bolder. "Start your free trial" or "Book a demo" are more appropriate here. Why? Because BOFU readers are ready to take action, and your content should reflect that, aiming for a higher conversion rate. This is also a good place to encourage sign-ups to your email list.
Now, let's consider how you talk about your product. In a TOFU brief, you usually mention the product only in passing, perhaps in the conclusion. The focus is on providing value and building trust, not selling. For MOFU funnel content, your brief should instruct writers to position your product as one of several solutions to a problem. But when you hit BOFU, your product takes center stage, perhaps even leading to product demos.
You Know How to Brief for Content That Nurtures Leads Through the Funnel
Think of your content as a web, not a linear path. Each piece should connect to others, guiding readers naturally through your content “ecosystem.” This is fundamental to building a successful content marketing funnel.
This is where internal linking comes into play.
In your briefs, you shouldn’t just suggest random internal links. You should point to content that aligns with the next steps in the reader's journey, guiding them from awareness to consideration.
For example, a TOFU brief can include instructions to link to related MOFU content. This gives curious potential customers a natural next step if they're ready to dive deeper. Similarly, a MOFU brief could suggest links to both TOFU content (for those who need more background) and BOFU content (for those ready to take action). This creates a seamless customer journey.
Your briefs should also inspire ideas for future content. As you're planning a piece, you might realize there's a related topic that needs covering. Include these content ideas in your brief.
Good marketing strategies always look ahead.
You Know How to Leverage User Behavior Data to Inform Funnel-Focused Briefs
This is the last sign you’ve mastered the funnel-focused approach. As a content marketer, you understand the power of data.
You're actually using data to inform your decisions. This helps create personalized content that resonates.
User behavior varies dramatically across funnel stages, and understanding these differences can seriously enhance your content briefs. Valuable insights can be gleaned from analytics.
Let's start with TOFU content.
Data often shows that these pieces, like blog posts, are read more thoroughly, from start to finish. Readers are in learning mode, absorbing information at a slower pace, often arriving via organic traffic from search engines. Your brief should reflect this. You should instruct writers to craft engaging introductions, use clear subheadings, and provide in-depth explanations.
Now, flip to BOFU content. Here, user behavior is typically more urgent and focused. Readers, often prospective customers, are in a buying mindset, often skimming for specific information like social proof or a success story. Your brief should account for this.
You might suggest a structure that puts key information upfront, uses bullet points for easy scanning, and places less emphasis on lengthy introductions. High-quality content at this stage directly impacts the sales cycle.
This is also where you might target current customers for upsells or advocacy, turning them into loyal customers.
How do you integrate funnel-focused content briefing into your strategy?
Let's be real - overhauling your entire content marketing strategy can feel overwhelming. But don't worry, you don't have to do it all at once. Start small. Take a look at your existing content, perhaps some social media posts or older articles, and see where it fits in the marketing funnel. You might be surprised by what you find!
Next, try creating a simple template for each funnel stage. It doesn't have to be perfect - you can refine it as you go. The key is to make funnel thinking a habit. This will help you create relevant content that attracts a wider audience.
Before you start any new piece, ask yourself: "Where does this fit in our funnel?" It might feel a bit awkward at first, but trust me, it'll become second nature before you know it. And before long, you'll have a content strategy that really speaks to your audience, no matter where they are in their journey.
Take your content briefing to the next level
Building funnel-focused content briefs takes time, practice, and a bit of trial and error. You're aiming to move potential buyers through each funnel stage, from the initial awareness of your brand to the conversion stage.
But trust me, once you get the hang of it, you’ll wonder how you ever created content without it. Your ability to create personalized content for your target audience will improve, leading to better organic traffic and lower bounce rates, ultimately resulting in more satisfied customers and potential customers making an informed decision.
And speaking of great briefs…
Yahini offers you the strategic advice you need to create a content strategy from the ground up. Its AI has been trained by seasoned content strategists, providing you with expert-level content briefs right at your fingertips.
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