Product-led content strategy in TOFU, MOFU, and BOFU
Product-led content strategy in TOFU, MOFU, and BOFU
Marketing Powerups #77: Masooma Memon, a freelance content marketer for Shopify, Hotjar, and Vimeo, shares her product-led content strategy.
Hello, and welcome to Marketing Powerups! đđ˝
Today's powerups include:
Why AI content is a big strategic mistake (according to Ryan Law).
15 ChatGPT prompts for better storytelling.
Masooma Memonâs product-led content strategy.
Ready? Let's go! âď¸
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âď¸ Masooma Memon's product-led content strategy
Content is made to inform, educate, and.... sell.
That's the power of product-led content that seamlessly mentions your product's benefits while providing educational insights to your reader.
Today,
Memon (a content marketer for SaaS and author of the newsletter) shares how you can include product-led content across the whole marketing funnel.
1. Weave in the product subtly in your TOFU content.
When creating top-of-funnel (TOFU) content to attract new readers, focus on educating rather than selling.
"Your TOFU content should inform readers on key challenges they may be facing and how your product can help while avoiding being overly promotional. "
This approach subtly promotes what the product can do for readers rather than coercing them to buy or sign up immediately.
For example, in a post about creating more video content, Vimeo shares how you can record your screen using Vimeo Record.
2. Share specific use cases in your MOFU content.
In middle-of-funnel (MOFU) content geared towards leads already familiar with you, highlight specific use cases and examples for how your product solves customer problems.
"Make sure to articulate who your product is targeted for and the outcomes it can achieve rather than taking a generic approach. Refrain from badmouthing competitor tools directly, but you can point out how your productâs strengths address gaps others may have."
For example, a post on "How to Use Hotjar uses Hotjar" shows real-world applications of how the internal team uses their own tool.
3. Include customer wins in your BOFU content.
In your bottom-of-funnel (BOFU) content targeted at customers ready to purchase, resist the temptation to boast about your product's benefits.
"Donât make unsupported claims about being the 'best' or over-inflate what your product can achieve. Instead, include credible testimonials from current customers highlighting the tangible outcomes and results they gained."
For example, UserGems can share "5 Must-Have Features Customers Love" with quotes pulled directly from client interviews. This drives home real user value over hypothetical benefits.
Free powerups cheatsheet đ
Iâve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Masooma Memon's product-led content strategy.
â Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Masooma further explains her product-led content strategy.
Listen to the episode on Apple Podcast and Spotify now, or watch it on YouTube.
⨠Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
đ¤ AI Content is not a long-term strategy (opinion piece):
Ryan Law, Director of Content Marketing at Ahrefs, shares 5 reasons why he thinks AI content is a big strategic mistake for most businesses. He believes that itâs just a short-term arbitrage and not a long-term strategy.
đ¤ 15 ChatGPT prompts to help you get better at storytelling (LinkedIn post):
Storytelling is a marketing power-up that can turn what you do as a marketer from good to great. Becoming good at it requires writing, psychology, and frameworks. Hassan Bin Arshad shares 15 ChatGPT prompts in this LinkedIn post to help you better understand storytelling frameworks.
đ¨ Design your personal brand in minutes (tool):
EasyBranding.io is an easy-to-use platform that can help you design your personal brand in minutes and start creating on-brand visual content.
Thatâs all for now, friends!
Have a powered-up day,
Ramli John
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Great examples, really easy to understand the funnel stages with examples.