Platonik

Why & How to find Top of Funnel Content ideas to reach buyers

I am going to explain why you need top of the funnel content to reach potential buyers and how to create this kind of content; with a real business example.

There are plenty of businesses that have a great looking website but not seeing any results.

You have probably seen a sales or marketing funnel that looks like this.

First, a customer is made aware of a product, service or company.

Then, they form an interest, desire or a need for what is on offer.

The product or service that may solve the problem they have.

And then they take action; they call, order or book.

Top of the funnel created through advertising.

If a buyer or prospect is not aware of you or your product/service then how can they be interested in it?

If you aren’t spending money on advertising you are probably using the alternative approach.

You or your staff may make phone calls, go door to door, go to events or trade shows to meet potential customers face to face.

That kind of selling is tough, time consuming and expensive.

Today, buyers are so hard to reach.

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Why top of funnel content

The buyer is now in charge of the sales process.

Her starting point is at the top and middle part of the funnel where she is researching and educating herself on what she needs and what she should buy.

The buyer or potential customer doesn’t need to take your phone call, meeting, open the email you sent, that she never asked for or anticipated, or accept your LinkedIn invitation.

All she needs to do is go to Google or YouTube and do a search.

She can read, watch, listen, download everything about a product or service without ever talking to you.

Many salespeople are relegated to the bottom of the funnel and buyers don’t connect until they’ve gone through the upper parts of funnel.

Have you ever had someone just phone you up, out of the blue, and tell you that they are interested in your product or service ?

You scratch your head and wonder “where did that piece of business came from?”

A colleague I used to work with a long time ago recently emailed me to say that someone would be in touch about a website project.

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Top of the Funnel Content Creation and Distribution

Where did this opportunity come from ?

I’m fairly certain that she has been influenced by the blog posts and social media activity I’ve been generating and sharing for the past 18 months.

The top of the funnel content I created is somewhat related to selling online.

The thing is I’ve not explicitly mentioned anything about e-commerce websites in my content.

The content I’ve been creating and sharing for the past 18-24 months is what I called ‘top of the funnel’ easy to rank content.

If you examine most Google search queries, you will find it’s hard to rank on page one for the most popular searches.

The websites on page one of Google are :

  • More trusted than yours
  • Have better content
  • Have more relevant, trusted links pointing to their website

And ranking in YouTube works in a similar way; the more a video is watched and shared, the higher it ranks.

Additionally, lower volume search queries, that may be more sales or action related, are also tough to rank for.

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How I create top of the funnel content

I find a topic, related to my business and sales process, that’s got high search volume and isn’t too hard to rank for.

In my case, before someone considers a website, they need a business, before they have a business they’ve gone through the process of a business plan; before a business plan, they think about ideas of what business to go into.

So my blog post small business ideas is the content for the stage before a business formation and website requirement.

In other words, top of my funnel.

From there, I do keyword research, using various research tools, and examine search trends or inspect what my competitors are ranking for.

The page I created for the top of the funnel, that I call a Power Page, gets me ranked in Google for hundreds of low volume search enquiries.

And I’m not anywhere near page one on Google.

According the Ahrefs, over 95% of search queries have only 50 searches a month; and the truth is most of these search queries are all different variations of the same search query.

It does not make practical sense to create 500 variations of the same page when one page can rank for hundreds of the same, (semantically) related queries.

I promote my pages on Facebook, Twitter, YouTube and by email to my database.

And no, I don’t sit all day tweeting, liking and sharing; I don’t have time for that. Nor do I hire a social media expert.

The intention behind my ‘top of the funnel’ content is to get on the radar screen of buyers before they start considering or buying a website or e-commerce site.

My intention is also to reach more mature businesses or website owners who want to take their digital presence and marketing activity to the next stage.

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Case Studies

<Here’s some of the top of the funnel content I’ve created in the past 12 months

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Example of top of funnel content

I have a client (in the UK) that designs and installs equipment for restaurants or hotels.

Not something that is purchased very often and can cost up to or more than £100,000.

My client’s website does not get a lot of traffic or enquiries.

He operates at the bottom of the funnel; waiting for someone to get in touch.

He operates the old fashioned sales way; trade shows, personal visits, word of mouth and phone calls.

But the people who run and use restaurant kitchens have interests related to commercial kitchen installations.

So, I did some keyword research around the related interests and topics that his buyers may have and here’s what I found.

Top of Funnel Idea # 1 : Kitchen Sinks

Country : UK

Keyword phrase : kitchen sinks

Organic searches per month : 12000

Number of related, long tail searches : 6085

Keyword Difficulty : 3

Backlinks needed to rank in top 10 : 4

Weakest site in top 10

Weakest Site Domain Rating : 55

Weakest Site Page Links : 7

Weakest Site Page Visits : 1811

Top of Funnel Idea # 2 : storage boxes

Country : UK

Keyword phrase : storage boxes

Organic searches per month : 35000

Number of related, long tail searches : 4712

Keyword Difficulty : 4

Backlinks needed to rank in top 10 : 5

Weakest site in top 10

Weakest Site Domain Rating : 54

Weakest Site Page Links : 1

Weakest Site Page Visits : 4884

Top of Funnel Idea # 3 : induction hob

Country : UK

Keyword phrase : induction hob

Organic searches per month : 28000

Number of related, long tail searches : 2503

Keyword Difficulty : 0

Backlinks needed to rank in top 10 : under 10

Weakest site in top 10

Weakest Site Domain Rating : 49

Weakest Site Page Links : 1

Weakest Site Page Visits : 2551

Top of Funnel Idea # 4 : bar stools

Country : UK

Keyword phrase : bar stools

Organic searches per month : 20000

Number of related, long tail searches : 4481

Keyword Difficulty : 1

Backlinks needed to rank in top 10 : 2

Weakest site in top 10

Weakest Site Domain Rating : 48

Weakest Site Page Links : 4

Weakest Site Page Visits : 4985

Top of Funnel Idea # 5 : rice cooker

Country : UK

Keyword phrase : rice cooker

Organic searches per month : 17000

Number of related, long tail searches : 5395

Keyword Difficulty : 1

Backlinks needed to rank in top 10 : 2

Weakest site in top 10

Weakest Site Domain Rating : 44

Weakest Site Page Links : 3

Weakest Site Page Visits : 621

Top of Funnel # 6 : kitchen units

Country : UK

Keyword phrase : kitchen units

Organic searches per month : 17000

Number of related, long tail searches : 2207

Keyword Difficulty : 10

Backlinks needed to rank in top 10 : 11

Weakest site in top 10 Weakest Site Domain Rating : 49

Weakest Site Page Links : 9

Weakest Site Page Visits : 2134

Top of Funnel # 7 : waffle maker

Country : UK

Keyword phrase : waffle maker

Organic searches per month : 14000

Number of related, long tail searches : 1620

Keyword Difficulty : 1

Backlinks needed to rank in top 10 : 2

Weakest site in top 10

Weakest Site Domain Rating : 49

Weakest Site Page Links : 9

Weakest Site Page Visits : 749

Top of Funnel # 8 : coffee grinder

Country : UK

Keyword phrase : coffee grinder

Organic searches per month : 14000

Number of related, long tail searches : 2392

Keyword Difficulty : 1

Backlinks needed to rank in top 10 : 2

Weakest site in top 10

Weakest Site Domain Rating : 50

Weakest Site Page Links : 12

Weakest Site Page Visits : 1748

Top of Funnel # 9 : ice cream maker

Country : UK

Keyword phrase : ice cream maker

Organic searches per month : 13000

Number of related, long tail searches : 3057

Keyword Difficulty : 3

Backlinks needed to rank in top 10 : 4

Weakest site in top 10

Weakest Site Domain Rating : 50

Weakest Site Page Links : 3

Weakest Site Page Visits : 925

Top of Funnel Idea # 10 : folding table

Country : UK

Keyword phrase : folding table

Organic searches per month : 12000

Number of related, long tail searches : 3112

Keyword Difficulty : 0

Backlinks needed to rank in top 10 : under 10

Weakest site in top 10

Weakest Site Domain Rating : 55

Weakest Site Page Links : 0

Weakest Site Page Visits : 947

Top of Funnel Idea # 11 : kitchen sinks

Country : UK

Keyword phrase : kitchen sinks

Organic searches per month : 12000

Number of related, long tail searches : 6085

Keyword Difficulty : 3

Backlinks needed to rank in top 10 : 4

Weakest site in top 10

Weakest Site Domain Rating : 55

Weakest Site Page Links : 7

Weakest Site Page Visits : 1811

Top of Funnel Idea # 12 : under counter fridges

Country : UK

Keyword phrase : under counter fridges

Organic searches per month : 930

Number of related, long tail searches : 603

Keyword Difficulty : 2

Backlinks needed to rank in top 10 : 3

Weakest site in top 10

Weakest Site Domain Rating : 53

Weakest Site Page Links : 3

Weakest Site Page Visits : 1491

 

Top of Funnel Idea # 13 : microwave oven

Country : UK Keyword phrase : microwave oven Organic searches per month : 31000 Number of related, long tail searches : 6354 Keyword Difficulty : 6 Backlinks needed to rank in top 10 : 7 Weakest site in top 10 Weakest Site Domain Rating : 60 Weakest Site Page Links : 7 Weakest Site Page Visits : 7885

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Search intent

>So you may be thinking that the main search queries in the examples above are consumer related keywords and he’s after business buyers.

I know the clients sells tables, chairs, coffee machines and other related products to his large kitchen designs or installations.

If I dig deep enough into the related long tail search queries, and in every one of these top of the funnel ideas, there are thousands of related search queries.

Many of long tail related search queries are commercially orientated; not just consumer or domestic related searches.

That’s when I arrive at the content creation process.

I chose the topic ‘storage boxes’.

35,000 searches a month.

When I added up all the related search queries, all of them with a low keyword difficulty and easy to rank, then you have a monthly search volume of 151,370 searches.

That’s a lot of people looking for storage boxes. I filtered down some of these search queries and look for a bunch of keywords that are business related.

So let me come up with Power Page idea that can rank for hundreds of keywords that a restaurant or hotel would find useful.

  • They play music.
  • They have offices.
  • They store papers and documents.
  • They have rooms with beds.
  • They probably have gardens or outdoor spaces.
  • They have garden equipment.
  • They may be part of a golf course or resort.

I went through all the keywords and pick out the ones I thought relevant for hotels and restaurants.

But just the plastic storage box related keywords.

The monthly search volume is 50,270 searches.

So our Power Page idea to rank for a top of the funnel topic would be something like:

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Example

You have to do your research but if you really know your customers and your market you won’t have any trouble coming up with content for this.

If you are having trouble, send out a survey to your customers and ask them or visit them; then take photographs of their office, kitchen, outdoor areas and guest rooms.

Once you’ve researched your content, produce a great looking Power page.

Have a call to action to download a guide you made.

Now start sharing this resource on social channels.

Send this resource in an email campaign.

Make a YouTube video version of this.

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Summary

If you want to reach buyers early in their journey this is the process for creating top of the funnel content.

The alternative is the status quo of big doors not opening up for you.

After you have created one piece of website content, a top of the funnel Power Page, repeat the process.

Create top of the funnel Power Page content once just once a month will boost your organic traffic, will result in more website traffic, more people subscribing to your mailing list and more people sharing your content on social networks.