Content marketing is the engine that powers the marketing funnel. It ensures that leads receive the right information at the right time, helping to move potential customers through the funnel stages—from initial awareness to purchase decision. In the manufacturing industry, where decisions are complex and data-driven, content plays a critical role in educating, engaging, and converting leads.
Top of the Funnel (ToFu): Attract and Educate
Content on ToFu is intended to engage visitors and educate them about challenges and opportunities in the industry . It should be light, accessible, and focused on broad topics that spark initial interest.
Content types in ToFu:
Blog articles about industry trends.
Infographics explaining technical concepts in a visual and simple way.
Introductory ebooks, such as “Basic Guide to Industrial Automation” .
Practical example in Brazil:
Braskem uses its blog to publish canada email list educational articles on the circular economy and sustainability, attracting managers and engineers interested in innovation in the chemical sector.
Middle of the Funnel (MoFu): Nurturing and Building Trust
In MoFu, content should answer proactive adaptation to algorithm changes more specific questions , helping leads understand how your solutions can solve real problems. Here, the focus is on demonstrating authority and building trust.
Content types in MoFu:
Webinars and detailed technical presentations.
Case studies showing real results.
Comparisons of solutions to guide decisions.
Practical example in Brazil:
TOTVS offers technical webinars to explain fans data how its software helps companies reduce operating costs. These events attract qualified leads and create a closer dialogue with potential customers .
Bottom of the Funnel (BoFu): Convert and Build Loyalty
In BoFu, content should be highly targeted, with concrete proof of value . The goal is to convince the lead that your solution is the best choice.
Content types on BoFu:
Testimonials from satisfied customers.
Demonstration videos of products in action.
Customized commercial proposals that highlight ROI.
Practical example in Brazil:
WEG uses technical videos to demonstrate the efficiency of its electric motors in real applications. These materials help close sales and align expectations with technical decision-makers .
Advantages of Content Marketing Integrated into the Funnel:
Continuous Education: From ToFu to BoFu, content prepares leads for informed decisions.
Building authority: Companies that invest in technical and educational content become references in the market.
Engagement at every stage: Leads remain active and interested throughout the sales cycle.
Direct Impact:
By aligning content marketing with the funnel, industrial companies can significantly increase conversion rates, reduce sales cycles, and create lasting relationships with customers.