TOFU, MOFU & BOFU in Content Marketing: Which Do You Need?

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What do TOFU, MOFU & BOFU stand for in marketing? It helps digital marketers to serve the right content to the right person at the right time using the sales funnel.

Today, I am interviewing Greg Elfrink, Content Marketing Manager for Empire Flippers a marketplace to buy or sell websites.

Today, we discuss creating customer avatars. Avatars enable us to better understand and serve our customers.

Greg has an interesting background. He used to work on oil rigs in Alaska while freelancing on the side. Sometimes he would end up working 100 hours in one week. With the long hours, he was getting burned out.

Greg is much happier now that he is part of the Empire Flippers team. We also discuss content length and the value of reading fiction to improve marketing.

Topics covered: 

• How living in East Asia and working for Empire Flippers is better for Greg than working on oil rigs in Alaska.
• A little history of inbound marketing and Michelin the tire company and restaurant guide.
• Low-quality content and fake news are the scourge of the Internet.
• Top of the funnel content for getting leads and building awareness. Outreach and guests posts combined with a middle of the funnel lead magnet.
• It’s a marketer's job to solve the customers' pain points and get them to the solution through the funnel process.
• Know who you are speaking to so that you can tailor specific content to the customer.
• The bottom of the funnel content like case studies, testimonials, and research can be effective.
• Finding an angle that excites your audience.

Resources mentioned:

• Empire Flippers
• Wait But Why
• Brian Dean
• The Brain Audit by Sean D’Souza
• The Believing Brain by Michael Shermer
• Web Copy That Sells by Maria Veloso
• Freakonomics Podcast
• Greg@EmpireFlippers.com
• Buyer Personas Need to Die a Violent Death

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