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Upselling : This technique is based on offering customers a superior (more complete) product than the one they've purchased. This helps to cover more demand and increase the shopping cart. Upselling can be done with content.

There are several ways to do it. For example, you can create specific content for users who have purchased a product and may need a superior version, and provide it to them via emails X days after purchase, through display or retargeting campaigns, etc.
Cross-selling : When a user already has the brand's main product, content can inform them of collateral products that may be of interest.

To do this, for example, while browsing the website, a product can be supplemented with information about related products, so the user knows more options. Another example is sending emails with content about other products that may complement the ones the customer has purchased.
Using content to attract new customers
Once we're clear on what we can do to build loyalty, let's focus on what we're really interested in: acquiring users and new customers. To do this, we'll use two closely related variables: the sales funnel and the user purchase cycle (AIDA).

Sales funnel
The sales funnel is like a funnel through which a user passes from the moment a company identifies them as a potential customer until they finally make a purchase. It consists of three phases:

TOFU (Top of the funnel): is the top of the funnel.
MOFU (Middle of the funnel): is located in the middle of the funnel.
BOFU (Bottom of the funnel): This is the lowest and british student data narrowest part of the funnel and, therefore, the closest to the final purchase.
tofumofubofuThese three phases are what a user goes through from the moment they show interest to the moment they make a purchase, and content can influence each of them. How? Here's how:

TOFU : In this first phase, the user realizes they have a need and begins searching to gather information about it.
The company must appear in their searches.
To do so, it must develop content aligned with the user's initial searches. This content is most commonly developed through a blog. Blogs offer broad content, and their goal is to answer users' questions in this first phase of the buying cycle.
Thanks to the SEO positioning of this content and its dissemination on social media or with online advertising techniques, the content's audience will expand, reaching users with the information needs they have.