<\/span><\/h2>\n\n\n\nWell, the key to fit all these pieces together is content marketing. But let's start at the beginning, <\/span>what is content marketing? <\/b>It is an MK technique based on the creation and distribution of relevant content to attract, acquire and attract the attention of our target audience, with the intention of converting them into future customers. It is included in an Inbound strategy as one of the main methods to accompany the customer during the purchase process.<\/span><\/p>\n\n\n\nImagine now that your mobile has broken and you have started to look for information about it by searching on Google. You still don't know what phone you want, with what features, or at what price. However, you keep receiving discount coupons if you buy the new Iphone 11 Pro. Why doesn't the advertising of most companies work? Because they do not adapt their actions to the needs of consumers. <\/span> Continuing with our previous example, before deciding on a specific model, you need someone to guide you about the new models, compare prices, features...<\/span><\/p>\n\n\n\nNext, <\/span>here is a small guide with the most appropriate content depending on the customer's stage of the buying cycle<\/b>. Before creating content adapted to each of the phases, it is important to define our Buyer Persona. <\/span><\/p>\n\n\n\n<\/span>TOFU (Top of the funnel)<\/strong><\/span><\/h3>\n\n\n\nIt is the highest part of the customer's buying cycle, at this stage we need to attract to our web site those <\/span>users who have a need<\/b> and they still don't know that we can help them<\/span> We target users who have identified a need but do not know how to satisfy it or even users who are not even considering the purchase of a product or service.<\/span><\/p>\n\n\n\n<\/span>What kind of content do we create at TOFU?<\/b><\/span><\/h3>\n\n\n\n\nSEO-SEM:<\/b> we will try to position generic terms related to common queries that we answer in a post on our website, for example.<\/span><\/li>\n\n\n\nBlog<\/b>Content that is useful to our potential customers, such as posts, ebooks, webinars, explanatory videos.<\/span><\/li>\n\n\n\nRRSS<\/b>At the organic level we will create content with answers to their questions and solutions to their needs or problems, at this point we will not try to sell our product. At the PPC level we will create campaigns targeted to audiences with related interests or similar audiences.<\/span><\/li>\n<\/ul>\n\n\n\n\nYouTube and Display<\/b>YouTube is one of the most common platforms to which users turn to as a source of information. We can create explanatory videos about trends, news, product performance, etc. that can be key to attract potential buyers to our website. We can also use these videos as advertisements and directly impact our target audience. Similarly, we can create similar Display ads that give the user an idea of what they will find on our website.<\/span><\/li>\n<\/ul>\n\n\n\n<\/span>MOFU (Middle of the funnel)<\/b><\/span><\/h3>\n\n\n\nThis phase opens a stage of<\/span> research and evaluation of alternatives.<\/b> The user will try to carry out searches to satisfy the needs or solve the problems that he has known and admitted in the previous phase. Thus, the consumer begins to weigh the pros and cons of all the alternatives he has found.<\/span> In this phase we target users who have a clearer idea of what they need and are evaluating different options.<\/span> To help you in this task we will have to offer more specialized content than in the previous phase. Our user is no longer looking for general information but for something more specific that will help him to get to know the product or service in depth and help him to choose one option or another.<\/span><\/p>\n\n\n\n<\/span>What kind of content do we create at MOFU?<\/b><\/span><\/h3>\n\n\n\n\nYouTube and Display: <\/b>rproduct review, questions and answers, detailed product images.<\/span><\/b><\/li>\n\n\n\nInfographics and illustrations:<\/strong> <\/span>product features, product images in detail.<\/span><\/li>\n\n\n\nBlog: this time we will not create such generic or informative articles, but will address more specific topics.<\/span><\/b><\/li>\n\n\n\nSEM:<\/strong> Google Shopping product catalog campaigns can help us to show users a wide range of related products that will allow them to compare between each of them.<\/span><\/li>\n<\/ul>\n\n\n\n\nPodcast: reviews and testimonials from experts or people with a certain degree of credibility.<\/span><\/b><\/li>\n<\/ul>\n\n\n\n<\/span>BOFU (Bottom of the funnel)<\/b><\/span><\/h3>\n\n\n\nThis is the last phase of the customer's buying cycle and corresponds to the lowest part of the conversion funnel. At this stage the user has already researched, compared and is determined to make the purchase in a very short period of time. We have to show them that we are the best option.<\/span> The content that we must show the user in this phase must be very oriented to the closing of the sale. Remarketing actions, personalized content tailored to each user<\/strong>, limited time offers.<\/span><\/p>\n\n\n\n<\/span>What kind of content do we create at BOFU?<\/b><\/span><\/h3>\n\n\n\n\nSocial Ads: We use remarketing strategies to impact those users who have already been in contact with our products and have not completed the purchase. We use user audiences, abandoned carts...<\/span><\/b><\/li>\n<\/ul>\n\n\n\n\nMarketing Automation: it is about using tools that interact with the users of our website according to a series of established criteria. Email MK (RMK) strategies, push notifications, pop ups with discounts, SMS offers...<\/span><\/b><\/li>\n\n\n\nSEM: <\/b>The Google Ads platform gives us several options to impact the user in closing the sale. We can create dynamic remarketing Display campaigns, in which we will show users the products they have been browsing previously. Shopping + RMK strategies, Shopping on YouTube...<\/span><\/li>\n<\/ul>\n\n\n\n\nComparators: <\/b>Another strategy we can implement is to appear in different comparison sites, showing our prices and offers always in the corresponding category.<\/span><\/li>\n<\/ul>\n\n\n\n<\/span>Post-purchase behavior<\/b><\/span><\/h3>\n\n\n\nThis is the moment when the user, after having successfully passed through all the stages of the funnel, generates an opinion about our company.<\/span>The goal must be to turn the user into a prescriber, a <\/span>loyal follower<\/b> of our brand that, in addition to taking us into account as a first option for another future purchase, can act as an ambassador with other users.<\/span> \u201cA satisfied customer would buy our products again; a loyal customer buys from us on a recurring basis, recommends us among their friends and family and posts positive comments about our brand.\u201d.<\/span><\/i><\/p>\n\n\n\n<\/span>The 3 keys to convert<\/b>r a satisfied customer into a loyal customer<\/b><\/span><\/h3>\n\n\n\n\nExceeds expectations: is the most subjective part of the loyalty process. Discovering your user, habits, customs, preferences, tastes and emotions will make you take care of every detail.<\/span><\/b><\/li>\n\n\n\nTake care of every communication:<\/strong> the relationship with the customer is built with each interaction, it is vital to take care of the way we communicate with our users, it can be the key to gain their trust.<\/span><\/li>\n\n\n\nRewards loyal customers<\/b>customer loyalty deserves to be rewarded, choose the right time and the most effective way.<\/span>.<\/span><\/li>\n<\/ul>\n\n\n\n<\/span>What kind of content do we create in post-purchase behavior?<\/b><\/span><\/h3>\n\n\n\n\nUser community: make your customers feel special, create an exclusive community of users and generate value through personalized content. Discounts, free shipping, exclusive access...<\/span><\/b><\/li>\n<\/ul>\n\n\n\n\nThere is life beyond shopping: reward your users for actions that go beyond the purchase, for example, establish a points system with which they can access exclusive content if they recommend your products, if they participate in a sweepstakes in RRSS... In short, interact with your users to create a sense of belonging to the brand.<\/span><\/b><\/li>\n\n\n\nPersonalized e-mail marketing: Now that we have the contact details of our users, you can create highly personalized emails with offers tailored to each customer, cross-selling, discount coupons, exclusive access...<\/span><\/b><\/li>\n<\/ul>\n\n\n\n\nVideo: As you have been able to see throughout the post, video is the king of content. It has accompanied us in all phases of the buying process and here it could not be less. Prepare exclusive videos for your community with tutorials, tips, games... In this way you will give them extra value without asking for anything in return and increase the degree of loyalty.<\/span><\/b><\/li>\n\n\n\nA good alliance<\/b>Partner with other complementary brands and offer your \u201cprime\u201d users a very advantageous subscription to this product for being part of your community. Undoubtedly, an unbeatable offer. Ex: sign up with us and get Netflix for free for the first two months.<\/span><\/li>\n<\/ul>\n\n\n\nIn conclusion, if you want to boost your digital marketing strategy you have to take into account the phases of the buying cycle<\/strong> your Buyer Persona follows. Set up an Inbound Marketing strategy to accompany the user throughout the entire process and attract, persuade and convince them with tailored content<\/strong> to each of the phases. Sounds easy, doesn't it? Now it's your turn! ]]><\/p>\n\n\n <\/p>","protected":false},"excerpt":{"rendered":"
Consumers are bombarded with an ever-increasing number of stimuli when making online purchasing decisions. We are constantly bombarded with offers, freebies, discounts, and other promotional tactics. The digital world has opened up the possibility for small and medium-sized businesses to create effective, targeted advertising at a low cost, and we, as consumers, receive it with barely enough time to process all that information.\u00a0 But have you ever received advertising that doesn\u2019t interest you? Have you ever done a Google search and been bombarded with \u201cstories\u201d? I\u2019m sure the answer to both questions is yes. So, if advertising in a digital context is so \u201cmagical,\u201d why aren\u2019t you interested in most of the ads you receive? The answer is clear: most companies are doing it wrong. Today, the purchasing cycle that consumers follow\u2014from the moment they discover a need until they complete the purchase\u2014is complex, so complex that it doesn\u2019t even follow a downward trajectory in the famous conversion funnel. It jumps, goes back, goes down, goes up through the different stages until it finally makes a decision. Content Marketing Well, the key to putting all these pieces together is content marketing. But let\u2019s start at the beginning: what is content marketing? It is a marketing technique based on the creation and distribution of relevant content to attract, engage, and capture the attention of our target audience, with the aim of converting them into future customers. It is part of an Inbound strategy as one of the main methods for guiding the customer through their purchasing process. Now imagine that your phone has broken and you\u2019ve started looking for information by searching on Google. You still don\u2019t know which phone you want, what features it should have, or how much it should cost. However, you keep receiving discount coupons if you buy the new iPhone 11 Pro. Why doesn\u2019t advertising work for most companies? Because they don\u2019t tailor their efforts to consumers\u201c needs. Continuing with our previous example, before deciding on a specific model, you need someone to guide you through the new models, compare prices, features\u2026 Below, we present a brief guide with the most appropriate content based on where the customer is in the buying cycle. Before creating content tailored to each phase, it\u2019s important to define our Buyer Persona. TOFU (Top of the Funnel) This is the top of the customer\u2019s buying cycle. In this phase, we need to attract users to our website who have a need but don\u2019t yet know we can help them. We target users who have identified a need but don\u2019t know how to meet it, or even users who aren\u2019t even considering purchasing a product or service. What kind of content do we create in the TOFU? MOFU (Middle of the funnel) In this phase, a period of research and evaluation of alternatives begins. The user will try to conduct searches to meet the needs or solve the problems they identified and acknowledged in the previous phase. Thus, the consumer begins to weigh the pros and cons of all the alternatives they have found. In this phase, we target users who already have a clearer idea of what they need and are evaluating different options. To help them with this task, we\u2019ll need to offer more specialized content than in the previous phase. Our user is no longer looking for general information but for something more specific that helps them gain a thorough understanding of the product or service and helps them decide between one option or another. What kind of content do we create in the MOFU? BOFU (Bottom of the Funnel) This is the final phase of the customer\u2019s purchase cycle and corresponds to the bottom of the conversion funnel. At this stage, the user has already researched, compared options, and is determined to make a purchase within a very short timeframe. We need to demonstrate that we are the best choice. The content we present to the user at this stage must be highly focused on closing the sale. Remarketing campaigns, personalized content tailored to each user, limited-time offers... What kind of content should we create for the BOFU? Post-purchase behavior This is the moment when the user, after successfully passing through all phases of the funnel, forms an opinion about our company.The goal should be to turn the user into an advocate\u2014a loyal follower of our brand who, in addition to considering us their first choice for a future purchase, can act as an ambassador to other users. \u201dA satisfied customer would buy our products again; a loyal customer buys from us repeatedly, recommends us to friends and family, and posts positive reviews about our brand.\u201d The 3 keys to turning a satisfied customer into a loyal customer What kind of content should we create for the post-purchase phase? In conclusion, if you want to boost your digital marketing strategy, you need to consider the stages of the buying cycle that your Buyer Persona follows. Set up an Inbound Marketing strategy to accompany the user throughout the entire process and attract, persuade, and convince them with content tailored to each phase. Sounds easy, right? Now it\u2019s your turn! ]]> <\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,26,27],"tags":[122,123,124],"class_list":["post-5715","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-mail-marketing","category-marketing-online","tag-embudo-de-conversion","tag-funnel","tag-marketing-de-contenidos"],"yoast_head":"\n
C\u00f3mo puede ayudarte el marketing de contenidos en el embudo de conversi\u00f3n - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/how-content-marketing-can-help-you-in-the-conversion-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo puede ayudarte el marketing de contenidos en el embudo de conversi\u00f3n - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"Cada vez son m\u00e1s los est\u00edmulos que recibe el consumidor a la hora de decidir su compra online. Somos bombardeados continuamente por ofertas, regalos, descuentos y otras acciones publicitarias. El mundo digital ha abierto la posibilidad a la peque\u00f1a y mediana empresa de crear publicidad efectiva y segmentada a un bajo coste, y nosotros, los consumidores, la recibimos sin casi tener tiempo para asimilar tanta informaci\u00f3n. Pero, \u00bfalguna vez has recibido publicidad que no te interesa?, \u00bfalguna vez has hecho una b\u00fasqueda en Google y has sido ametrallado a \u201cstories\u201d? Seguro que la respuesta a ambas preguntas es s\u00ed. Entonces, si tan \u201cm\u00e1gica\u201d es la publicidad en un contexto digital, \u00bfpor qu\u00e9 a ti no te interesa la mayor\u00eda de la publicidad que recibes? La respuesta es clara, la mayor\u00eda de las empresas lo hacen mal. En la actualidad, el ciclo de compra que sigue el consumidor desde que descubre una necesidad hasta que finaliza la compra es complejo, tan complejo que ni siquiera sigue una trayectoria descendente en el famoso embudo de conversi\u00f3n. Salta, vuelve, baja, sube por las diferentes etapas hasta que finalmente acaba decidiendo. Marketing de contenidos Pues bien, la clave para cuadrar todas estas piezas es el marketing de contenidos. Pero empecemos por el principio, \u00bfqu\u00e9 es el marketing de contenidos? Es es una t\u00e9cnica de MK que se basa en la creaci\u00f3n y distribuci\u00f3n de contenido relevante para atraer, adquirir y llamar la atenci\u00f3n de nuestro p\u00fablico objetivo, con la intenci\u00f3n de convertirles en futuros clientes. Se engloba dentro de una estrategia Inbound como una de los m\u00e9todos principales para acompa\u00f1ar al cliente durante su proceso de compra. Imaginaros ahora que se te ha roto el m\u00f3vil y has empezado a buscar informaci\u00f3n al respecto haciendo b\u00fasquedas en Google. A\u00fan no sabes qu\u00e9 m\u00f3vil quieres, ni con qu\u00e9 caracter\u00edsticas, ni de qu\u00e9 precio. Sin embargo, no paras de recibir cupones de descuento si compras el nuevo Iphone 11 Pro. \u00bfPor qu\u00e9 no funciona la publicidad de la mayor parte de las empresas? Porque no adaptan sus acciones a las necesidades de los consumidores. Siguiendo con nuestro ejemplo anterior, antes de decidirte por un modelo concreto, necesitas que alguien te oriente acerca de los nuevos modelos, comparar precios, caracter\u00edsticas… A continuaci\u00f3n, os exponemos una peque\u00f1a gu\u00eda con el contenido m\u00e1s adecuado en funci\u00f3n del momento del ciclo de compra en el que se encuentre el cliente. Antes de crear contenido adaptado a cada una de las fases, es importante definir nuestro Buyer Persona. TOFU (Top of the funnel) Es la parte m\u00e1s alta del ciclo de compra del cliente, en esta fase necesitamos atraer a nuestro sitio web aquellos usuarios que tienen una necesidad y a\u00fan no saben que podemos ayudarles Nos dirigimos a usuarios que han detectado una necesidad pero que no saben c\u00f3mo satisfacerla o incluso a usuarios que ni siquiera se est\u00e1n planteando la adquisici\u00f3n de un producto o servicio. \u00bfQu\u00e9 tipo de contenido creamos en el TOFU? MOFU (Middle of the funnel) En esta fase se abre una etapa de investigaci\u00f3n y evaluaci\u00f3n de alternativas. El usuario tratar\u00e1 de realizar b\u00fasquedas para satisfacer las necesidades o solventar los problemas que ha conocido y admitido en la fase anterior. As\u00ed, el consumidor comienza a ponderar los pros y los contras de todas las alternativas que ha encontrado. En esta fase nos dirigimos a usuarios que ya tienen m\u00e1s claro lo que necesitan y se encuentran valorando diferentes opciones. Para ayudarle en esta tarea tendremos que ofrecerle un contenido m\u00e1s especializado que en la fase anterior. Nuestro usuario ya no busca informaci\u00f3n general sino algo m\u00e1s concreto que le ayude a conocer a fondo el producto o servicio y le ayude a decantarse por una opci\u00f3n u otra. \u00bfQ\u00fae tipo de contenido creamos en el MOFU? BOFU (Bottom of the funnel) Es la \u00faltima fase del ciclo de compra del cliente y se corresponde con la parte m\u00e1s baja del embudo de conversi\u00f3n. En esta fase el usuario ya ha investigado, comparado y est\u00e1 decidido a realizar la compra en un periodo muy corto de tiempo. Tenemos que demostrarle que somos la mejor opci\u00f3n. El contenido que debemos mostrar al usuario en esta fase tiene que estar muy orientado al cierre de la venta. Acciones de remarketing, contenido personalizado y adaptado a cada usuario, ofertas por tiempo limitado.. \u00bfQ\u00fae tipo de contenido creamos en el BOFU? Comportamiento post compra Es el momento en el que el usuario, despu\u00e9s de haber pasado con \u00e9xito por todas las fases del embudo genera una opini\u00f3n sobre nuestra empresa.El objetivo debe ser convertir al usuario en prescriptor, un fiel seguidor de nuestra marca que, adem\u00e1s de tenernos en cuenta como primera opci\u00f3n para otra futura compra, puede actuar como embajador con otros usuarios. \u201cUn cliente satisfecho volver\u00eda a comprar nuestros productos; un cliente fiel nos compra de manera recurrente, nos recomienda entre sus amigos y familiares y publica comentarios positivos sobre nuestra marca\u201d. Las 3 claves para convertir un cliente satisfecho en un cliente fiel \u00bfQu\u00e9 tipo de contenido creamos en el comportamiento post compra? En conclusi\u00f3n, si quieres impulsar tu estrategia de marketing digital tienes que tener en cuenta las fases del ciclo de compra que sigue tu Buyer Persona. Configurar una estrategia de Inbound Marketing para acompa\u00f1ar al usuario en todo el proceso y atraerle, persuadirle y convencerle con contenido adaptado a cada una de las fases. Parece f\u00e1cil, \u00bfverdad? \u00a1Ahora es tu turno! ]]> \" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/how-content-marketing-can-help-you-in-the-conversion-funnel\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-23T09:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T15:16:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2020-09-22_13h25_17.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"595\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How content marketing can help you in the conversion funnel - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/how-content-marketing-can-help-you-in-the-conversion-funnel\/","og_locale":"en_US","og_type":"article","og_title":"C\u00f3mo puede ayudarte el marketing de contenidos en el embudo de conversi\u00f3n - Geotelecom","og_description":"Cada vez son m\u00e1s los est\u00edmulos que recibe el consumidor a la hora de decidir su compra online. Somos bombardeados continuamente por ofertas, regalos, descuentos y otras acciones publicitarias. El mundo digital ha abierto la posibilidad a la peque\u00f1a y mediana empresa de crear publicidad efectiva y segmentada a un bajo coste, y nosotros, los consumidores, la recibimos sin casi tener tiempo para asimilar tanta informaci\u00f3n. Pero, \u00bfalguna vez has recibido publicidad que no te interesa?, \u00bfalguna vez has hecho una b\u00fasqueda en Google y has sido ametrallado a \u201cstories\u201d? Seguro que la respuesta a ambas preguntas es s\u00ed. Entonces, si tan \u201cm\u00e1gica\u201d es la publicidad en un contexto digital, \u00bfpor qu\u00e9 a ti no te interesa la mayor\u00eda de la publicidad que recibes? La respuesta es clara, la mayor\u00eda de las empresas lo hacen mal. En la actualidad, el ciclo de compra que sigue el consumidor desde que descubre una necesidad hasta que finaliza la compra es complejo, tan complejo que ni siquiera sigue una trayectoria descendente en el famoso embudo de conversi\u00f3n. Salta, vuelve, baja, sube por las diferentes etapas hasta que finalmente acaba decidiendo. Marketing de contenidos Pues bien, la clave para cuadrar todas estas piezas es el marketing de contenidos. Pero empecemos por el principio, \u00bfqu\u00e9 es el marketing de contenidos? Es es una t\u00e9cnica de MK que se basa en la creaci\u00f3n y distribuci\u00f3n de contenido relevante para atraer, adquirir y llamar la atenci\u00f3n de nuestro p\u00fablico objetivo, con la intenci\u00f3n de convertirles en futuros clientes. Se engloba dentro de una estrategia Inbound como una de los m\u00e9todos principales para acompa\u00f1ar al cliente durante su proceso de compra. Imaginaros ahora que se te ha roto el m\u00f3vil y has empezado a buscar informaci\u00f3n al respecto haciendo b\u00fasquedas en Google. A\u00fan no sabes qu\u00e9 m\u00f3vil quieres, ni con qu\u00e9 caracter\u00edsticas, ni de qu\u00e9 precio. Sin embargo, no paras de recibir cupones de descuento si compras el nuevo Iphone 11 Pro. \u00bfPor qu\u00e9 no funciona la publicidad de la mayor parte de las empresas? Porque no adaptan sus acciones a las necesidades de los consumidores. Siguiendo con nuestro ejemplo anterior, antes de decidirte por un modelo concreto, necesitas que alguien te oriente acerca de los nuevos modelos, comparar precios, caracter\u00edsticas… A continuaci\u00f3n, os exponemos una peque\u00f1a gu\u00eda con el contenido m\u00e1s adecuado en funci\u00f3n del momento del ciclo de compra en el que se encuentre el cliente. Antes de crear contenido adaptado a cada una de las fases, es importante definir nuestro Buyer Persona. TOFU (Top of the funnel) Es la parte m\u00e1s alta del ciclo de compra del cliente, en esta fase necesitamos atraer a nuestro sitio web aquellos usuarios que tienen una necesidad y a\u00fan no saben que podemos ayudarles Nos dirigimos a usuarios que han detectado una necesidad pero que no saben c\u00f3mo satisfacerla o incluso a usuarios que ni siquiera se est\u00e1n planteando la adquisici\u00f3n de un producto o servicio. \u00bfQu\u00e9 tipo de contenido creamos en el TOFU? MOFU (Middle of the funnel) En esta fase se abre una etapa de investigaci\u00f3n y evaluaci\u00f3n de alternativas. El usuario tratar\u00e1 de realizar b\u00fasquedas para satisfacer las necesidades o solventar los problemas que ha conocido y admitido en la fase anterior. As\u00ed, el consumidor comienza a ponderar los pros y los contras de todas las alternativas que ha encontrado. En esta fase nos dirigimos a usuarios que ya tienen m\u00e1s claro lo que necesitan y se encuentran valorando diferentes opciones. Para ayudarle en esta tarea tendremos que ofrecerle un contenido m\u00e1s especializado que en la fase anterior. Nuestro usuario ya no busca informaci\u00f3n general sino algo m\u00e1s concreto que le ayude a conocer a fondo el producto o servicio y le ayude a decantarse por una opci\u00f3n u otra. \u00bfQ\u00fae tipo de contenido creamos en el MOFU? BOFU (Bottom of the funnel) Es la \u00faltima fase del ciclo de compra del cliente y se corresponde con la parte m\u00e1s baja del embudo de conversi\u00f3n. En esta fase el usuario ya ha investigado, comparado y est\u00e1 decidido a realizar la compra en un periodo muy corto de tiempo. Tenemos que demostrarle que somos la mejor opci\u00f3n. El contenido que debemos mostrar al usuario en esta fase tiene que estar muy orientado al cierre de la venta. Acciones de remarketing, contenido personalizado y adaptado a cada usuario, ofertas por tiempo limitado.. \u00bfQ\u00fae tipo de contenido creamos en el BOFU? Comportamiento post compra Es el momento en el que el usuario, despu\u00e9s de haber pasado con \u00e9xito por todas las fases del embudo genera una opini\u00f3n sobre nuestra empresa.El objetivo debe ser convertir al usuario en prescriptor, un fiel seguidor de nuestra marca que, adem\u00e1s de tenernos en cuenta como primera opci\u00f3n para otra futura compra, puede actuar como embajador con otros usuarios. \u201cUn cliente satisfecho volver\u00eda a comprar nuestros productos; un cliente fiel nos compra de manera recurrente, nos recomienda entre sus amigos y familiares y publica comentarios positivos sobre nuestra marca\u201d. Las 3 claves para convertir un cliente satisfecho en un cliente fiel \u00bfQu\u00e9 tipo de contenido creamos en el comportamiento post compra? En conclusi\u00f3n, si quieres impulsar tu estrategia de marketing digital tienes que tener en cuenta las fases del ciclo de compra que sigue tu Buyer Persona. Configurar una estrategia de Inbound Marketing para acompa\u00f1ar al usuario en todo el proceso y atraerle, persuadirle y convencerle con contenido adaptado a cada una de las fases. Parece f\u00e1cil, \u00bfverdad? \u00a1Ahora es tu turno! ]]> ","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/how-content-marketing-can-help-you-in-the-conversion-funnel\/","og_site_name":"Geotelecom","article_published_time":"2020-09-23T09:10:00+00:00","article_modified_time":"2026-03-16T15:16:41+00:00","og_image":[{"width":760,"height":595,"url":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2020-09-22_13h25_17.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/"},"author":{"name":"","@id":""},"headline":"C\u00f3mo puede ayudarte el marketing de contenidos en el embudo de conversi\u00f3n","datePublished":"2020-09-23T09:10:00+00:00","dateModified":"2026-03-16T15:16:41+00:00","mainEntityOfPage":{"@id":"https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/"},"wordCount":1736,"commentCount":0,"image":{"@id":"https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/#primaryimage"},"thumbnailUrl":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2020-09-22_13h25_17.png","keywords":["embudo de conversi\u00f3n","funnel","marketing de contenidos"],"articleSection":["E-commerce","E-mail Marketing","Marketing Online"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/","url":"https:\/\/www.geotelecom.es\/blog\/como-puede-ayudarte-el-marketing-de-contenidos-en-el-embudo-de-conversion\/","name":"How content marketing can help you in the conversion funnel - 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