<aside> 💡 Start Here: before understanding your content pillars (or topics you want to talk about or be known for) I would love you to read his whole page. Content planning becomes a lot easier when we just have to mix up ToFu, MoFu & BoFu content per week. This ensures you’re nurturing people no matter what level of connection they currently have with your brand, and we start to move them from ToFu, to BoFu.

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📌 Top of Funnel (ToFu)

The Top of the Funnel is all about generating awareness and attracting as many potential clients as possible. At this stage, the audience includes individuals who may be considering interior design services but aren't yet ready to commit. They could be people looking for home decor inspiration, exploring renovation ideas, or simply enjoying beautiful spaces without a current project in mind. To nurture this group, provide broad, engaging content that sparks interest and curiosity. This can include stunning visuals on social media, informative blog posts about design trends, and introductory videos that showcase your style and expertise. The goal is to establish your brand's presence and make it memorable, so when they are ready to engage further, your name is at the forefront of their minds.

We call this the “awareness stage” content we create here is to bring new eyes into the brand ecosystem

📌 Bottom of Funnel (BoFu)

The Bottom of the Funnel is where conversion happens. This stage is for leads who are very close to becoming clients—they’ve engaged with your MoFu content, perhaps requested a consultation, or asked specific questions about your services. They need that final nudge to commit. To nurture these leads, offer personalised interactions like one-on-one consultations, tailored proposals, or special incentive offers. Highlight testimonials, share detailed success stories, and emphasise the unique benefits of your service. At this stage, direct and clear calls-to-action are crucial, as you want to make it as easy as possible for leads to take the final step and engage your services.

We call this the “Decision Stage” content we create here is to encourage a purchase. This is for the drain circlers and serious buyers.

📌 Middle of Funnel (MoFu)

In the Middle of the Funnel, the focus shifts to nurturing those who have shown some interest in your services and are considering deeper engagement. This group might include followers who engage regularly with your social media, visitors who read your blog posts, or individuals who have signed up for your newsletter. They know who you are but need more information to decide if they want to proceed with a project. Here, you provide more detailed content that establishes your credibility and showcases your expertise. This could be through detailed case studies, downloadable guides, webinars, and more personalised email content. The objective is to build trust and demonstrate the value of choosing your services over competitors.

This is the ‘consideration stage.’ People in this stage are open to understanding more about how you solve their problems. They are considering if you are their answer.

Top of Funnel (ToFu) - Awareness Stage Examples

1. Instagram and Facebook Posts: Share beautiful images of your latest design projects with captivating captions that inspire your audience.
2. Pinterest Boards: Create themed boards such as “Minimalist Living Spaces” or “Colourful Kids’ Rooms” to attract users looking for specific styles.
3. Blog Posts: Write articles on topics like “Top 10 Interior Design Trends This Year” or “How to Choose the Right colour Palette for Your Home.”
4. YouTube Videos: Post video tours of recent projects, DIY design tips, or educational content about different design styles.
5. Podcast Episodes: Discuss interior design trends, interview other designers, or share tips on common design challenges.
6. Social Media Ads: Run targeted ads showcasing your portfolio to attract a broad audience interested in interior design services.

Bottom of Funnel (BoFu) - Decision Stage Examples

1. Personalised Consultation Offers: Provide a free initial consultation offer through targeted emails to leads who have interacted with your MoFu content.
2. Special Promotions: Offer time-limited discounts on your design services or a complimentary service upgrade for new clients.
3. Direct Calls-to-Action: Include strong, clear calls-to-action in your social media posts and emails, such as “Book Your Dream Home Design Consultation Today!”
4. Client Success Stories: Highlight before-and-after stories of successful projects on your website and social media to demonstrate the value and transformation your services offer.
5. Follow-up Emails: Send personalised follow-up emails to leads who have downloaded your guides or attended your webinars, offering them specific services based on their interests.
6. Retargeting Ads: Use retargeting ads to reach people who have visited your website but did not make an inquiry, reminding them of what they viewed with compelling visuals and an invitation to discuss their project.

Middle of Funnel (MoFu) - Consideration Stage Examples

1. Webinars and Live Q&As: Host webinars on specific topics like “The Essentials of Space Planning” or live Q&A sessions to answer design questions in real time.
2. E-books and Guides: Offer downloadable resources such as “The Complete Guide to Renovating Your Kitchen” or “Tips for Effective Space Utilisation in Small Apartments.”
3. Email Newsletters: Send out regular newsletters with exclusive content, design tips, and the latest blog posts to nurture your leads.
4. Case Studies: Publish detailed case studies on your website showcasing the transformation of spaces and the solutions provided to clients.
5. Interactive Quizzes: Create quizzes like “Find Your Design Style” that help potential clients engage with your brand and learn more about their own preferences.
6. Client Testimonials and Interviews: Share interviews and testimonials from past clients discussing their experiences and the impact of your services.

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35 Content ideas 💡 that cover all Funnel Stages

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Explanation of Content by Funnel Stage:

• Top of Funnel (ToFu): This content is designed to attract a broad audience and create awareness. It includes posts that introduce potential clients to the world of interior design, inspire them with visuals, and offer general tips that are easily accessible.
• Middle of Funnel (MoFu): This content is more targeted and aims to build relationships with the audience that has shown interest. It provides more detailed information, educational content, and insights that demonstrate your expertise and the value of your services.
• Bottom of Funnel (BoFu): This content is geared towards conversion, encouraging those who are considering your services to make a decision. It includes direct calls-to-action, client testimonials, detailed success stories, and special offers.