Beyond the eBook: Why Tech Marketers Need to Overhaul Their TOFU Content Strategy

Having been at the tech marketing game for a while now, we've seen the ongoing evolution of tech marketing, top-of-the-funnel (TOFU) lead generation tactics firsthand. In the past, we'd be the first to admit that we've leaned heavily on eBooks, a content staple revered for its capacity to provide comprehensive insights and build brand authority. Yet, we're not afraid to challenge conventional wisdom and propose that, with the change in buyer behavior and content preferences, there might be better alternatives out there.

Today, we make our stand: eBooks have their merits, but they're not always the top dog for TOFU lead gen, particularly in the fast-paced tech industry.

The Era of eBooks

For years, eBooks have been a go-to tool for delivering in-depth content to tech buyers looking to educate themselves. According to a 2021 HubSpot survey, 63% of technology buyers expressed a preference for consuming longer form content, such as eBooks, during the decision-making process. However, it's essential to note that the landscape has changed dramatically in the last two years, with evolving content consumption preferences and the introduction of new, more interactive formats.

Having produced countless eBooks for TOFU lead gen, we understand their appeal. Their depth and detail can provide considerable value to potential leads, helping establish trust and authority from the outset. However, as we've honed our strategies, we've come to recognize their limitations.

The Mixed Bag: Pros and Cons of eBooks in TOFU

Pros of eBooks

• In-depth Information: Great for delving into complex topics, offering substantial thought leadership pieces reflecting our expertise.
• Authority Building: Aiding in the establishment of brand authority right from the outset of the buyer's journey.

Cons of eBooks

• Time Consumption: The substantial time commitment required to read an eBook can act as a deterrent for some potential leads.
• Lack of Engagement: The static nature of eBooks limits interactivity, which is vital for TOFU engagement.
• Format Fatigue: The ubiquitous presence of eBooks increases the risk of potential leads overlooking them due to overexposure.

The Case Against eBooks: When They May Not Make the Cut

With time constraints and an appetite for more engaging content, eBooks can fall short for busy tech professionals. Plus, with the rapidly evolving tech landscape, a lengthy eBook can become outdated before it even sees the light of day.

Beyond eBooks: Exploring Alternatives for TOFU Content

With this knowledge, we at Mighty & True have expanded our repertoire of TOFU lead generation tactics, moving beyond eBooks in some cases when other content formats seem to make more sense. We've embraced several alternative content formats that offer unique advantages for tech professionals:

• Live Webinars: These offer real-time interaction, allowing us to dive deeper into complex topics while engaging directly with potential leads.
• Podcasts: Given their convenience and popularity among tech-savvy professionals, podcasts have proven a great way to share insights and trends in the tech world.
• Interactive Content: Quizzes, calculators, and interactive infographics have been a game-changer, enhancing engagement and leading to better conversion rates.
• Short-form Video Content: Easily digestible and visually engaging, videos capture the attention of potential leads and effectively communicate complex information.
• Micro-learning Modules: These bite-sized pieces of content cater to the busy schedules of tech professionals while still providing valuable insights.
• Free Trials and Demos: A hands-on approach has proven to be effective. Offering free trials or demos gives potential leads a chance to experience the product, understand its benefits, and see its relevance in their context.

Beyond eBooks

At Mighty & True, we're not content to rest on tradition or stay in the safe zone. As we continue to evolve and innovate, we're challenging the eBook-centric view of TOFU lead generation. We're exploring new, more engaging, and time-efficient content formats better suited to the ever-evolving needs of tech professionals. The marketing landscape isn't static, and neither are we.

As we forge ahead, we encourage you to do the same. Take a step back, reevaluate your TOFU strategies, and see if, just maybe, it's time to break away from the reign of eBooks. In a world where content is king, the throne is up for grabs, and eBooks might just have to move over.

Check out our full-suite of content marketing plays and creative snaps here and if you are interested in talking to us about a content project, let us know!

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