When it comes to inbound marketing, serving up the right top-of-the-funnel (TOFU) content is the most effective way to generate new leads for your business. If your TOFU properly suits their palates, your leads will convert. But here’s the ugly truth: Many companies are serving up terrible TOFU, and their contacts aren’t biting. This blog post will teach you how to become the next Iron Chef of Inbound TOFU.
The goal of TOFU is to bring leads into the top of the sales funnel in order to nurture them through to the middle-of-the-funnel (MOFU), and ultimately convert them into customers at the bottom (BOFU). TOFU content does this by building trust and perceived value over time by solving peoples’ problems. The key to a truly successful email nurturing campaign is simply serving up the right content. As it turns out, the type of content may be just as important as the quality of that content.