ToFu content in B2B SaaS is like an introduction to what you offer.
You make the introduction too complex and you have lost an audience to confusion. You make it too simple and you have lost their interest.
That’s why most marketing teams treat ToFu content as a vanity asset in their strategy which is always focused on simply covering high-volume generic topics – to drive in ‘more traffic’ to the website.
But is driving more traffic to the website really enough?
Let’s talk about the right way to approach ToFu content in B2B SaaS content marketing.
What is ToFu content?
The “Top of the Funnel” refers to the initial stage where potential customers become aware of your SaaS solution via marketing efforts.
Hence, ToFu content in B2B SaaS attracts a broad audience as it aims to generate awareness. It introduces potential customers to your platform.
In this stage, content is around common topics and problems as it focuses on addressing broad pain points, providing educational value, and sparking interest without a strong sales pitch.
Why focus on ToFu content in B2B SaaS?
ToFu content in B2B SaaS serves as the foundational beginning of your marketing strategy. Its significance lies in initiating customer journeys effectively. Here are some of the reasons why we include ToFu content in a B2B SaaS content marketing strategy:
1. Targeting a broader audience
Top-of-the-funnel content tends to be more general and accessible, appealing to a wider audience. It reaches not only those actively seeking your product but also those exploring related topics or seeking information in your industry.
2. Less competitive
At the top of the funnel, competition might be slightly less intense compared to the middle or bottom of the funnel. Creating valuable ToFu content allows you to establish a presence in spaces where others might not yet be present, helping you stand out and attract initial attention.
3. Sales team assets
ToFu content in B2B SaaS can serve as a valuable resource for the sales team. Informative blog posts, whitepapers, eBooks, or educational videos can be shared with leads to introduce them to the industry, common challenges, and potential solutions. These assets assist the sales team in their efforts to nurture and convert leads into customers.
4. Foundation for retargeting
ToFu content also sets the groundwork for retargeting efforts. Visitors who engage with your content funnel but don’t proceed further down the funnel can be retargeted with more specific, middle or bottom-of-the-funnel content. This strategy helps in guiding potential customers through the buying journey.
5. Long-term value
Well-crafted ToFu content can remain relevant and valuable for an extended period. Evergreen content, such as comprehensive guides, informative articles, or educational videos, continues to attract and engage audiences over time, providing enduring value to both new and returning visitors.
6. Email marketing potential
ToFu content in B2B SaaS serves as a rich resource for email marketing campaigns. By offering valuable content, such as downloadable guides or insightful articles, you can entice visitors to subscribe to your email list. Once subscribed, you can nurture these leads further down the funnel with targeted content, promotions, and updates.
7. Brand awareness
ToFu content acts as B2B SaaS awareness content. When you consistently produce high-quality, informative, and relevant content, you establish your brand as an authority in your industry. This fosters trust and credibility among your audience, making them more likely to consider your solutions when they’re ready to make a purchase.
Who is the target audience for ToFu content?
The target audience for ToFu content in B2B SaaS typically includes individuals interested in specific topics or facing recent challenges while seeking solutions.
These are similar to window shoppers in the online space, not yet ready to purchase B2B SaaS products, but exploring options.
They engage with ToFu content to gather information, understand industry trends, and explore potential solutions. This audience seeks educational material without immediate purchase intent, focusing more on learning and researching. They appreciate content that offers genuine value without overt sales pitches.
What are the different types of ToFu content?
ToFu content in B2B SaaS can be seen in various formats; some of them include:
1. Blog posts
Informative and engaging ToFu articles addressing industry trends, and challenges, or providing how-to guides. They offer in-depth insights and practical advice, catering to early-stage queries of potential customers.
2. Social media posts
Snippets of engaging content on platforms like LinkedIn, Instagram or Twitter, focusing on sharing industry news, quick tips, or intriguing statistics. They aim to grab attention and direct traffic to more detailed content.
Interakt, a WhatsApp marketing software, maintains an active presence across various social platforms, engaging with relevant posts that cater to the awareness stage of their audience.
Recommended read: Social Media Content Ideas for B2B: Beyond Trends
3. Infographics
Infographics include visual representations of complex data, statistics, or processes. They condense information into easily digestible graphics, making them ideal for sharing on social media and in blog posts to enhance readability.
Basecamp, a project management tool, uses infographics on various web pages to visually explain how their tool works.
4, E-books
Comprehensive, downloadable resources diving deep into a particular subject such as E-books provide extensive knowledge and act as lead magnets, requiring contact information in exchange for access.
5. Web pages
These are specifically designed landing pages or sections on a website tailored to educate visitors about the industry, common issues, and potential solutions. They aim to capture attention and prompt further exploration.
For example, VideoWise, a video platform, very smartly integrates videos on its homepage to pour out gists of how the tool functions, effectively capturing the attention of first-time visitors.
6. Audio podcast
Audio-based content delivers discussions, interviews, or insights relevant to the industry. They cater to auditory learners and offer information in a convenient format for on-the-go consumption.
Here’s how BambooHR is using this ToFu content format:
7. Video podcast
Video podcasts engage audiences through visual storytelling. These are similar to audio podcasts but in video format, allowing for visual demonstrations, interviews, or presentations.
We personally love how Klaviyo uses this content format to fuel their top of the funnel.
Recommended read: The Art of Video Content Marketing: Crafting Engaging Stories for Your Audience
8. Newsletters
Regularly sent emails providing updates, insights, and curated industry news. Newsletters keep subscribers informed and engaged, offering valuable snippets and encouraging further exploration.
For example, ClickUp is popular for a newsletter that is focused on educating their audience based on where they are in the sales journey.
9. Whitepapers
Detailed reports or documents offering comprehensive analysis, research findings, or expert insights on industry-specific topics. Whitepapers in the awareness stage, establish authority and credibility.
We love how Radarr uses this format to touch upon topics of their audience’s interest, showcasing how they used their own solution for the same:
10. Guides
Step-by-step manuals or comprehensive documents addressing specific challenges or processes within the industry. Guides aim to educate and assist users in achieving their goals.
For example, Akiflow has an extensive library of guides addressing different stages of the funnel. Akiflow, a time management tool, features “How-to-Guides” on their HomePage to help beginners learn about the tool.
How to find top-of-the-funnel content ideas?
Here’s how to approach top-funnel content strategies:
1. Research & keyword tools for keyword research
- SEMrush, Ahrefs: These tools help explore primary keywords and related long-tail terms, for ToFu content creation offering less competitive topics that remain relevant to your industry.
- Google Suggest & People Also Ask: Utilize Google’s suggestions and the “People Also Ask” feature to identify popular queries related to your field. These often reveal long-tail keywords and frequently searched topics.
2. Community platforms & question platforms for deep insights
- Quora & related sites: Engage with platforms like Quora and Reddit to understand the questions your audience asks. Explore discussions and queries to glean insights into topics that resonate with your potential customers.
- Keywordtool.io & AnswerThePublic.com: Leverage tools like Keywordtool.io and AnswerThePublic.com to extract actual questions and queries from search engines, providing insights into topics of interest.
3. Internal team insights
- Staff surveys: Regularly ask your team about the questions they frequently receive from clients or customers. Compile these inquiries to generate a rich pool of content ideas rooted in real issues faced by your audience.
4. Content themes & approaches
- Addressing common problems: Craft content that offers solutions to prevalent issues, even if they’re not directly related to your product or service. This positions your brand as a helpful resource and captures the attention of potential customers seeking solutions.
- Pricing and cost: Addressing the cost aspect within your industry can be valuable. Even if specifics aren’t detailed, providing insights or estimations regarding pricing can be a helpful reference point for potential customers.
- Resource pages: Curate comprehensive resource pages that consolidate information related to your industry. This approach caters to users seeking information from a single, reliable source, establishing your brand as a go-to hub for valuable insights.
💡Pro Tip: Top-of-the-funnel content often remains relevant for extended periods, requiring periodic updates. It serves as a long-term strategy to attract and engage potential customers searching for answers.
By combining insights from various sources, internal knowledge, and leveraging tools to identify trends and queries, you can generate a diverse range of ToFu content ideas. This approach allows you to create valuable, informative content that caters to the needs and queries of your potential audience, nurturing them along the buyer’s journey.
How to measure ToFu content success metrics?
One of the most influential ToFu content marketing tips is to measure success with the right set of metrics. ToFu content in B2B SaaS involves assessing metrics that indicate the reach, engagement, and impact of your content in building brand awareness.
Here’s the list of significant ToFu metrics to track:
1. Reach metrics
- Impressions by channel: Quantify the number of times your content is displayed across different channels. It provides an understanding of potential visibility and exposure.
2. Engagement metrics
- Interactions: Measure how many people engage with your content (likes, shares, comments).
- Click-through rate (CTR): Track the percentage of users who clicked on your content after seeing it. It indicates the effectiveness of your content in driving further action.
3. Consumption metrics
- Pageviews/Unique pageviews: Count the number of times a page is viewed, distinguishing between unique visits and total views. It indicates content consumption and audience interest.
4. Retention metrics
- Time on site: Measure the average time users spend on your website. Longer durations suggest higher engagement and interest in your content.
5. Brand recall
- Primary research studies: Conduct studies, often commissioned from research firms like Nielsen, to gauge what consumers recall or recognize about your brand. It helps in understanding brand visibility in the market.
6. Social media metrics
- Lift in Ad Recall: Platforms like Facebook and Instagram offer options to optimize paid campaigns for brand awareness. Metrics, like lift in ad recall, help assess brand visibility without formal research studies.
Get started with B2B SaaS ToFu content marketing
In the dynamic landscape of content strategy, leveraging ToFu content in B2B SaaS strategically elevates the content marketing funnel. The well-crafted implementation of top-funnel content strategies resonates with the right audience, nurturing them towards the next phase.
At Contensify, we specialize in empowering B2B SaaS companies through bespoke content marketing solutions. Our expertise lies in crafting and optimizing content that resonates, driving organic traffic, generating high-quality leads, and propelling growth.
Ready to harness the potential of ToFu content for your B2B SaaS success?
Reach out to us today and kickstart your transformative content journey.
Recommended additional read: Complete guide to creating B2B SaaS MoFu content for marketing