Content marketing strategy not working? This is why.
April 7, 2021 by Penne VanderBush, FI GROW
The Content Marketing Funnel is Dead
If you missed it, the content marketing funnel is dead. While TOFU, MOFU, and BOFU (top of funnel, middle of funnel, bottom of funnel) were top lingo phrases of marketers for a hot minute a few years ago, the strategy became outdated quite quickly.
The idea that most consumers research products and services the same way and then shop in similar patterns was doomed to fail from the start.
While most sales and marketing professionals could have told you that the concept didn’t hold water, the fantasy that the buyer’s journey could be controlled, or enhanced, though the order in which content was delivered was easy to embrace and try to develop. But lo and behold, it didn’t work.