Brand & Capture

Last week we published The 2012 Shale Playbook for our client, Cimation, a process automation and IT services company in the Energy industry. This ebook was written and designed to attract new leads from one of our client's target markets, oil and gas explorers and engineers working in the North American shale plays. We published the ebook on Wednesday and sent out an email announcement on Thursday. The influx of qualified sales leads and conversion rates on the Playbook landing page were nothing short of stunning for the first two days of circulation, representing a great example of how high quality top-of-the-funnel (TOFU) content should be a high priority in your digital marketing strategy.

Enterprise marketing departments spend a large amount of time and money developing  bottom-of-the-funnel (BOFU) brochures, product demos and consultation offers. If there’s time left, chances are it’s being used to create middle-of-the-funnel (MOFU) case studies and articles that explain how a product or service helped someone who bought it. These product-oriented pieces may have worked on their own a decade ago, but not anymore. Most of that time should instead be spent creating top-of-the-funnel (TOFU) offers—content that powers online marketing automation.