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A Continuum of SEO Content Delivers Escalating Value Across Your Marketing Funnel & Drives Momentum That Generates Business Results.
 Top-of-the-Funnel (TOFU) Content

Your prospects have unmet needs. Instead of pitching at this early stage, your content should educate them.

 Influence them to recognize their problem.
 Provide content that matches their search intent.
 Create a good first impression of your brand.

Middle-of-the-Funnel (MOFU) Content

The bridge that closes the gap between initial intrigue (top of the funnel) and purchase intent (bottom of the funnel).

 Generate consumer demand for your products.
 Engage with your buyers to build an emotional connection.

Bottom-of-the-Funnel (BOFU) Content

This is the decision-making stage. Your prospects must make one of two choices … to buy or not to buy.

 Your business goal is to generate leads.
 Follow up to overcome their objections.
 Help them justify their purchase decision.

The Best Search Engine-Optimized (SEO) Content is Educational

" A continuum of SEO content delivers escalating value each stage of the buying decision-making process.  "

No single piece of content will take your prospects through your entire sales funnel, from knowing nothing about your brand to eventually buying and recommending your business.

The continuum approach delivers escalating value at every touchpoint of the buying decision-making process. It creates a dialogue that makes your prospects feel like they are conversing with you at every stage.

Follow the links below to tailor your SEO content continuum. Pick a minimum of 2 assets from each level (TOFU, MOFU, BOFU, and ROFU).

Then book a FREE consultation with our copywriter so we can tailor a strategy for you.

  1. Top-of-the-Funnel (TOFU),

    At the top of the funnel, your prospect will pass through the first three stages of the purchase decision-making process.

    • Stage #1: Attention.
    • Stage #2: Interest.
    • Stage #3: Discovery.
       
  2. Middle-of-the-Funnel (MOFU),

    In the middle of the funnel, your prospect will pass through two stages of the purchase decision-making process.

    • Stage #4: Evaluation.
    • Stage #5: Engagement.
       
  3. Bottom-of-the-Funnel (BOFU), 

    At the bottom of the funnel, your prospect will pass through three more stages of the purchase decision-making process.

    • Stage #6: Desire.
    • Stage #7: Negotiation.
    • Stage #8: Decision-to-Buy.
       
  4. Revenue-Optimization-of-the-Funnel (ROFU).

    In the ROFU stage, your prospect will pass through the final two stages of the purchase decision-making process.

    • Stage #9: Post-Purchase Experience.
    • Stage #10: Advocacy.


This service includes ...

NOTE: We are open to negotiating a monthly retainer on request.

Top-of-the-Funnel (TOFU) Content

At the top of the funnel, your prospect just realized he has a problem that he must solve. Instead of trying to sell your product at this early stage, your content should create awareness.

At the top of the funnel, your prospect will pass through the first three stages of the purchase decision-making process.

  • Stage #1: Attention.
  • Stage #2: Interest.
  • Stage #3: Discovery.

Scroll below to see the content options available for each stage. Select a minimum of 2 assets from this stage and start building your content continuum.

Stage #1: Attention

Your prospects have early-stage search queries. They're interested in what you have to say but are still trying to figure out their ‘Jobs-To-Be-Done’. Use the content below to capture their attention.

📢

Advertisements (Ads)

If you want to drive traffic to your content fast, advertising is the way to go—Google Ads, Facebook-sponsored posts, eMagazine ads, and more.

The key is using compelling copy that informs your audience and nudges them to take action. Focus on educating, not pitching.

And here’s a great incentive: Google’s 2022 Economic Impact Report shows you could earn $8 for every $1 spent on Google Ads. Not bad at all!

📚

Books

When you write and publish a book, you’re showing the world you are a subject matter expert—and that builds trust and authority fast.

Your book then becomes a powerful, all-in-one marketing asset that will help you stand out and get noticed.

And since it’s packed with insights, it’s a great way to grow your visibility and land media mentions that elevate your brand.

📰

Press Releases

Press releases let you officially share your big news with the media—and that gives your brand a spotlight moment.

And since they’re posted online, if you can add the right keywords, you can draw in your target audience and stand out in search.

Best of all, they boost your SEO with high-quality backlinks—and for just a few hundred dollars, you get visibility that can massively expand your market reach.

Stage #2: Interest

Your prospects recognize their unmet needs. So they go to Google for solutions. Improving your search engine rankings will boost your online visibility and get your content listed high in the results.

🗞

Articles

Articles let you share insights objectively. They are written in a formal journalistic tone and focus on facts, research, and real numbers. Not opinions.

Because they are thoroughly edited, they’re clean and reliable. You can publish them in both print and digital formats, like magazines or websites.

And when you prioritize educating your prospects, you build trust—and that’s how meaningful business relationships begin.

📝

Blog Posts

Blogs are short-form informal essays that allow you to share ideas from your point of view. They’re more relaxed than articles and have less emphasis on research, with very little editing needed.

Are you still wondering if they’re worth it? Check HubSpot’s 2022 data on business blogging...

Of the 1,531 companies they reviewed, the ones that blogged saw 55% more traffic, 97% more backlinks, and 434% more indexed pages. That’s a big boost from consistent blogging.

🎙

Podcast Scripts

Everyone's into podcasts these days—and your audience is listening. They’re a great way to share relevant content in a fun, educational format that’s easy to digest.

But here’s the kicker: podcasts also make great marketing tools. When you optimize them with keywords, meta tags, and metadata, you’ll improve your SEO and attract more listeners.

Plus, when you write up clear episode descriptions, it helps search engines understand what your podcast is about—and that gives your rankings a lift.

Stage #3: Discovery

There are people in your market who don't know your brand. They're not aware that your offer can solve their problem. Make it easy for them to learn more about you so they can like and trust you.

📹

Explainer Videos Scripts

People love video—and your audience is no different. In fact, web visitors tend to stick around 2 minutes longer on pages with video than with just plain text.

Need more proof? aimClear.com reports that video search results see a 41% higher click-through rate. And Forrester Research says video content is 50 times more likely to improve your organic search ranking on Google.

That kind of engagement can seriously lift your SEO—and speed up your buyer’s journey.

📙

Peer-Reviewed Publications

Peer-reviewed publications are a trusted part of scientific communication. They’re a great way to validate your research results and show credibility.

So if your products are based on that research, citing your publications helps you confidently claim authority.

And in today’s competitive market, that kind of credibility sets you apart and gives your audience confidence in what you offer.

Website Content

Your website works as your 24/7 digital sales rep. The content you share there should instantly set expectations about your value—and clearly explain your brand.

To do that, your core messages must match your audience’s needs, push your marketing goals forward, and show that you know your stuff.

Because when someone lands on your site, you want them to stay, explore, and find real value—not click away before you’ve made your case.

Middle-of-the-Funnel (MOFU) Content

Middle-of-the-funnel content belongs to the consideration stage. And the content you share here acts as the bridge that closes the gap between initial intrigue (top-of-the-funnel) and purchase intent (bottom-of-the-funnel).

In this phase, your prospect will pass through two stages of the purchase decision process.

  • Stage #4: Evaluation.
  • Stage #5: Engagement.

Scroll below to see the content options available for each stage. Select a minimum of 2 assets from this stage and continue building your content plan.

Stage #4: Evaluation

Your prospects want to set the criteria for comparing options to define their product requirements. Share content that educates them, builds your authority, and positions you as the go-to industry expert.

📖

Case Studies

People naturally connect with stories—it’s how we understand the world.

That’s why Sam Balter, Senior Marketing Manager at HubSpot Podcasts, said... “Nothing sticks in your buyer’s mind better than a story.”

Case studies tap into this by allowing you to tell those stories strategically—highlighting how your product helped a customer overcome a challenge.

You can use them to build empathy and trust—because when prospects see themselves in that story, it’s easier for them to say yes to your offer.

🗂

Product Catalogs

A product catalog is your go-to printed guide that showcases everything you offer. It gives your buyers a clear overview of your offerings.

It puts technical specs, features, and prices in one place—so they can compare options.

Your customers can ask the right questions and feel confident as they move through the buying process.

And when you give them clarity, you help them choose the product that best meets their needs—which gets them (and you) closer to the sale.

🖥

Product Description Webpages

Your product description page is where you shine a light on what you offer—and why it matters to your buyers.

It gives them exactly what they’re looking for: features, specs, pricing, payment options, and real reviews. Plus, it boosts your SEO.

Good copy does more than inform—it connects emotionally. And that’s often what tips the scale between someone clicking the “buy now” button or leaving your site entirely.

Stage #5: Engagement

Your prospects need to interact with you to forge trust. They want to see if your business is relatable and if you are a good fit for them. Engage with them and show concern for their needs.

🤖

Chatbots

A chatbot gives your web visitors a smooth, step-by-step conversation that quickly answers their questions. 

Think of it as your site’s friendly guide. 

It works like a virtual assistant—on duty 24/7/365—so your prospects get info instantly, any time they visit. That means better engagement at every step of the buyer’s journey. 

With automation becoming the norm, it’s no surprise chatbots are leading the charge in content marketing.

🤔

Quiz Funnel Marketing

Quiz marketing lets you ask the right questions—and collect real, meaningful insights directly from your audience.

They are effective because they hook people by addressing their pain points head-on. And the interactive format? That’s what keeps them engaged.

You can use them in your marketing campaigns to gather honest feedback, uncover customer preferences, and spark conversations that help you better understand—and serve—your ideal audience.

👥

Social Media Posts

Think of social media as your digital hangout spot where you can. A casual, friendly space to connect with your buyers.

You can easily track your influence with likes, shares, follows, and comments—and see what’s resonating.

And thanks to built-in algorithms, you can reach even more of the right people. So you stay visible and relevant, giving them a reason to lean into your brand.

Bottom-of-the-Funnel (BOFU) Content

The bottom of the funnel is the decision stage. And so when your prospect arrives here, he must make one of two choices … to buy or not to buy.

At this level, he will pass through three more stages of the purchase decision-making process.

  • Stage #6: Desire.
  • Stage #7: Negotiation.
  • Stage #8: Decision-to-Buy.

Scroll below to see the content options available for each stage. Select a minimum of 2 assets from this stage and continue building your content plan.

Stage #6: Desire

Your prospective buyers are ready to give your offer a test drive because your lead magnet promises immediate gratification. Your goal is to generate leads by collecting their contact information.

📖

eBooks

An eBook (short for electronic book) is a valuable digital resource that you can use to educate and influence your audience.

It is the perfect format to explore a topic in depth, to show your expertise, and to prove how your product works.

And because eBooks tend to convert really well, they’re a smart choice when you need a high-performing lead magnet.

💻

Webinar Scripts

A webinar is an online seminar where people join in from all over the world—live and in real time.

Think of it as your global stage, where people must register to attend. That makes webinars great for generating qualified leads.

And since your audience will give you 1 to 3 hours of their time, keep it engaging, educational, and worth their while.

That way, you can soft-sell without pressure and boost conversions.

📑

White Papers

Did you know 91% of B2B buyers use white papers when making purchasing decisions? That’s from the 2015 TechTarget Media Consumption Report.

You can turn your research output into expert-level content, giving your brand an edge.

A white paper builds trust and authority.

And unlike short blog posts, white papers are lead magnets that support your position as a thought leader in your field.

Stage #7: Negotiation

Your prospective buyers need to verify their objections. They want reassurance that if they select you as a vendor, they will have made a sound decision. Help them overcome those objections.

📋

Battlecards / Selling Guides

When your sales rep is face-to-face with a prospect, a battlecard can help them shine. These handy tools give snappy messaging they can apply to pitch your product to a prospect.

They help your reps summarize how your offer stacks up against competitors—as far as performance, value, and even pricing strategies are concerned.

They’re perfect for helping your sales reps speak confidently, highlight your edge, and set the right expectations in real time during meetings and one-on-one conversations.

📧

Email Marketing Campaigns

Chances are that your prospects won’t be ready to buy the first time they come across your offer. Even if they signed up. They may need more time.

That’s where email shines. It gives you a direct line to your audience—letting you follow up when it works best for them.

Email is still one of the most budget-friendly digital marketing strategies. It delivers some of the highest ROI in marketing. It lets you personalize your messages and gives you clear insights you can track and improve on.

📃

Sell Sheets/One Sheets/One Pagers
(2-sided sheet) 

Your buyers will always have questions—or even objections—before saying yes to your offer.

That’s where your one sheet comes in. It’s a simple leave-behind or email attachment that keeps you top of mind after a conversation.

It may be small, but it packs in a lot—product details, benefits, and key facts—all in one easy-to-skim page.

That makes it perfect for trade shows, quick intros, or networking events where every second counts.

Stage #8: Decision-to-Buy

Your leads commit to buying. But they must justify their purchase decision. Ease their path to a purchase. Show them what it will be like to work with you.

📂

Business Proposal

A well-written business proposal can make or break your next big deal.

It’s a professional document that shows your potential client you’re ready to solve their problem. Make sure your proposal includes:

📜

Sales Letter Copy

A sales letter is a dedicated webpage with one clear goal—to persuade potential buyers to click, register, call, or buy your offer. That’s it!

The words on the page are what convince them. So speak directly to your reader’s needs and make them feel like your solution is the right fit.

That’s why your copy matters so much. 

And the longer it is (as long as it’s valuable), the better your chances of climbing the SEO ranks and reaching more people.

📹

Video Sales Letter (VSL)

A video sales letter follows the same persuasive principles as a written one. Think of it as a story that sells.

The goal? To grab your viewer’s attention fast.

You want to establish your authority, build trust, and deliver real value. Speak directly to their pain points and show how your product solves their problems.

Drop it on your homepages, landing page, or as part of your ad strategy. But always end with a strong call to action so your viewers know what to do next.

Revenue-Optimization-of-the-Funnel (ROFU) Content

Your after-sales content strategy belongs in the revenue optimization stage of the funnel. You want to use your content to support the growth of a loyal customer base in two ways … repeat customers and word-of-mouth referrals.

Your prospect will pass through the final two stages of the purchase decision-making process.

  • Stage #9: Post-Purchase Experience.
  • Stage #10: Advocacy.

Scroll below to see the content options available for each stage. Select a minimum of 2 assets from this stage and finish building your content plan.

Stage #9: Post-Purchase Experience

Your first-time buyers may not know how to use your product. They will consult your resources for help. Your goal is to improve their post-purchase experience and turn one-time buyers into loyal customers.

📒

End-User Documentation

End-user documentation is key to your buyer’s post-purchase experience. It helps them get the most out of your product.

You can boost their experience by including links to guides, setup steps, and how-to instructions.

And when they feel that you care about their success—not just the sale—they’re more likely to return, recommend you, and stick with your brand long-term.

🙋‍♂️

Frequently Asked Questions (FAQ)

If your audience keeps asking the same questions, it’s time to build an FAQ page on your site.

It saves everyone time by giving visitors quick, clear answers—with no need to call or wait for a reply.

Plus ... Google loves FAQ pages. Those built-in long-tail keywords give your SEO a nice bump, helping more people discover your business online.

📚

Knowledge Base

According to Harvard Business Review, most long-term buyers prefer to find their own answers online before reaching out for help.

That’s where your knowledge base comes in. It’s a self-service hub that goes deeper than an FAQ page—covering common issues and giving your buyers fast answers.

And with fewer basic questions coming in, your support team can spend more time solving the tougher stuff.

Stage #10: Advocacy

Advocacy has a potential return on investment (ROI) of 650%. Because prospects referred to your business have a 37% higher retention rate. Your goal is to turn your customers into brand advocates.

👩🏽‍💻

Consumer-Generated Content

Consumer-generated content isn’t created by you—it comes straight from your customers. Think comments, reviews, videos, or social media posts shared on their own.

When you use it the right way, it becomes powerful social proof that does the selling for you. And here’s why it matters:

According to Nielsen’s 2015 Global Trust in Advertising report, 92% of potential buyers trust this kind of content more than traditional ads. That’s based on 28,000 people surveyed across 56 countries.

👨‍💻

Customer Reviews & Star Ratings

After someone tries your product or service, their opinion becomes a customer review—and those often live right on the product’s webpage.

Along with that, you’ll usually see star ratings. Five stars means excellent. One star? Not so much.

In today’s online space, reviews and star ratings pack the same punch as personal referrals. They’re digital word-of-mouth that builds trust fast. So if they’re shopping, they read them. And if you’re selling, you need them.

📰

Email Newsletters (eNewsletters)

An eNewsletter is your go-to way to stay connected. It’s a regular email check-in packed with helpful info your clients, prospects, and subscribers actually want to read.

It helps you keep your leads warm and share updates about your business, products, or services.

You can also use it to stand out as a thought leader by covering trends in your industry. And it's the perfect space to include helpful tips, news, or fresh ideas your readers will appreciate.

What's The #1 Mistake On Your Website?

Watch a FREE 50-Minute MASTERCLASS to Uncover Blind Spots and Missed Opportunities That Block Traffic, Leads, and Sales.

Connect with Life Science Copywriter

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