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 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.
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 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.
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, while a BOFU article could focus on sealing the deal with potential customers.)
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.
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.
- MOFU – They're comparing options or seeking more detailed insights.
- BOFU – They're ready to make a decision and look for specifics about products or services.
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.
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.
The key is to create content for each stage without assuming a linear journey.
Your TOFU content should stand on its own, providing value 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.
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.
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.
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.
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 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.
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 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.
For example, a TOFU brief can include instructions to link to related MOFU content. This gives curious readers 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).
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.
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.
You're actually using data to inform your decisions.
User behavior varies dramatically across funnel stages, and understanding these differences can seriously enhance your content briefs.
Let's start with TOFU content.
Data often shows that these pieces are read more thoroughly, from start to finish. Readers are in learning mode, absorbing information at a slower pace. 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 are in a buying mindset, often skimming for specific information. 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.
How do you integrate funnel-focused content briefing into your strategy?
Let's be real - overhauling your entire content 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 and see where it fits in the 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.
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.
But trust me, once you get the hang of it, you’ll wonder how you ever created content without it.
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.
Ditch the generic outlines! Sign up now.