Level Up Your Content Marketing Funnel — Here’s How to Make the Right Content for Each Stage

When creating content, it’s important to consider the different types of customers. For example, Customer A may not know who you are or what you offer, while Customer B is comparing you to a competitor. Then, there’s Customer C, who is almost ready to buy but needs one last push. Each of these customers is at a different stage in their journey.

As marketers, it’s essential to create a strategy that works for each stage of the buyer’s journey. This means crafting content for every step of the content marketing funnel. Below, we’ll discuss strategies that work and share examples of successful funnel content from other marketers.

What is the Content Marketing Funnel?

The content marketing funnel represents the stages of a buyer’s journey: awareness, consideration, and the final decision to purchase. Knowing where your buyers are in their journey helps you create content that meets their needs and guides them through each stage.

Aligning content with each stage – top, middle, and bottom – allows you to provide value, build trust, and help customers make a decision to choose your product.

Levels of the Content Marketing Funnel

The 3 Levels of the Content Marketing Funnel: top, middle, and bottom. These stages start broad and become more specific as buyers get closer to making a purchase. Here’s a breakdown of each level and the type of content you can create at each stage.

Top of the Funnel (ToFu)

At the top of the funnel, the goal is to create brand awareness. ToFu content should introduce your brand and help the audience understand the problem you’re solving.
The aim is to educate, inform, and engage potential buyers.

Examples of ToFu content:

• Blog posts about common struggles your audience faces
• Infographics with industry statistics
• LinkedIn posts offering quick tips or solutions
• Short videos explaining industry trends

Middle of the Funnel (MoFu)

The middle of the funnel is the consideration stage. At this point, potential buyers know your brand and are comparing it to others. They’re seeking more detailed information about the solution and its results.

The goal of MoFu content is to build trust and provide the information prospects need to evaluate their options.

Examples of MoFu content:

• In-depth guides with helpful tips
• Case studies showing customer success stories
• Social media posts tackling specific challenges
• Comparison charts showing how your product differs from competitors

Bottom of the Funnel (BoFu)

At the bottom of the funnel, prospects are ready to make a purchasing decision. They need one final push to commit.
The goal of BoFu content is to convert prospects into customers by offering the last bit of information or reassurance they need.

Examples of BoFu content:

• Free audits, trials, or strategy consultations
• Testimonials from satisfied customers
• Live product demos
• Special offers, discounts, or coupons

Understanding the Buyer’s Journey in Marketing

Over the years, we have learned that the buyer’s journey is rarely a straight path, especially in B2B SaaS marketing. Unlike impulse buys, which are rare in B2B, most decision-makers start in an “unaware stage.” These individuals may match the ideal client profile but are not yet aware of the solution or do not realize they need it.

A trigger event often brings attention to a pain point or need that prompts the buyer to start their journey. For example, a growing startup might notice its project management process is becoming chaotic. However, they usually don’t buy a SaaS tool right away. Instead, they research options online and go through various stages of decision-making, with us assisting them through strategic content.

Awareness Stage

At this stage, B2B buyers recognize a problem but may not yet know how to solve it. They look for informational resources to better understand the issue and give it a name. For instance, a buyer might search, “How to improve team productivity?” At this point, they are not thinking about specific solutions, but rather trying to understand their problem.

Showing up in search results during this early phase is key. By doing so, we help establish authority and gain the trust of potential buyers as they begin their journey.

Consideration Stage

In the consideration stage, buyers have identified their problem and are now researching possible solutions. At this point, they are actively evaluating different approaches to solving their issue. For example, a search query might be, “Project management software vs. traditional methods?” Although they’re not ready to buy, they are exploring their options and considering what might work for them.

At this stage, we focus on educating prospects by comparing different solutions and highlighting the pros and cons of each, helping them make an informed decision.

Decision Stage

By the time prospects reach the decision stage, they’ve decided on their preferred solution approach. Now, they are looking at available vendors, narrowing down their choices, and preparing to make a final decision.

A search query here could be something like, “Asana vs. Trello vs. Jira.” Prospects at this stage are ready to purchase, and they’re likely to choose a provider they trust, as long as that solution meets their needs.

By understanding the buyer’s journey and creating content for each stage, we help guide potential customers from the awareness phase all the way to making a decision.

Why Creating Content for the Buyer’s Journey Is Important

In marketing, understanding your audience is key. Knowing how they think, the information they seek, and the steps they take to find solutions is crucial. This insight helps in creating a content strategy that matches each stage of the buyer’s journey.

When we don’t fully understand our audience, it can create a gap between our business and potential customers. As Colleen Barry, head of marketing at Ketch, points out, “Content isn’t just about attracting clicks, it’s about guiding potential customers through a decision-making process.” If the content doesn’t align with their current stage in the journey, we risk overwhelming them with too much information too soon or not providing enough details to make a decision.

Barry explains that ToFu (top-of-funnel) content sparks curiosity, MoFu (middle-of-funnel) content builds confidence, and BoFu (bottom-of-funnel) content helps prospects justify their purchase. A solid content strategy ensures that buyers get what they need at the right time, reducing drop-offs and boosting conversion rates.

Creating the right content at the right time can be a challenge, but it starts with identifying the types of content needed at each stage of the buyer’s journey. Using content marketing tools can help keep prospects organized and engaged, no matter where they are in the funnel.

Creating Content for Each Stage of the Buyer’s Journey

Once we understand the buyer persona and the stages leading to purchase, we can create content for each stage and customize it for different channels. This approach helps us map content to the relevant stages of the buyer’s journey, forming a solid marketing funnel.

The buyer’s journey may vary based on factors like industry, business model, product, pricing, and audience. For example, B2C customers may move faster through the journey compared to B2B customers, who need more nurturing and engagement before making a decision.

Content Marketing Funnel Template

Since audiences differ based on industry and intent, buyer persona research is essential. Using a content marketing funnel template helps map out the content types you already have and identifies which ones are missing. By understanding how prospects move through awareness and evaluation, we can create a more effective content strategy that supports their journey toward making a purchase.

Now, let’s explore each stage of the buyer’s journey in more detail.

Let’s begin by looking at the buyer’s journey from the start.

ToFu: Awareness

At the awareness stage, the buyer is seeking general educational content to help them find a solution. This includes blog posts, social media content, and ebooks. At this point, their interest in purchasing is low, and they may not be ready to buy. However, those who find your content helpful may move on to the next stage of the journey.

The best channels for the awareness stage include:

• Blogging
• Search Engine Marketing
• Social Media Marketing

1. Blog Post

A blog post is a great way to target people in the awareness stage. By addressing a common problem or topic that your audience is interested in and sharing helpful information, you create a resource that’s easy for Google to find. This increases your content’s visibility and reach.

Natallia Slimani, a content manager at Traqq, explained that awareness-stage blog content should focus on educating the audience about a problem. For example, a blog post on time management can subtly introduce a product, like a time tracker, without directly selling it.

2. Social Media Post

Social media is an excellent channel for reaching audiences at the awareness stage. With many people active on social media, it’s a great platform to share your content and create new posts specifically for the channel. Platforms like LinkedIn are especially useful for B2B content. Simple, snackable posts like carousels or quick tips are effective at this stage.

3. Whitepaper

A whitepaper is a detailed report or guide on a specific topic, often with original data, statistics, or case studies. It’s great for providing deeper insights for readers interested in learning more. Offering a whitepaper as a downloadable resource can attract those who want to go further into a subject. For example, HubSpot often publishes reports on marketing trends, which provide valuable data and expert opinions.

4. Checklist

For complex tasks, your audience may appreciate a clear, step-by-step guide. A checklist offers a simple way for them to follow a proven process to achieve a goal. For example, a business consulting firm might offer a checklist for onboarding new clients, helping users take actionable steps to improve their process.

5. How-To Video

Sometimes, the best way to help your audience is through visual content. How-to videos allow people to learn new skills in an easy-to-understand format. Platforms like YouTube offer a great opportunity to share educational videos that explain digital marketing strategies, for example, in simple language and visuals.

6. Kit or Tool

Sometimes, general information isn’t enough. When your audience needs more personalized help, tools and kits can guide them toward making a decision. For example, NerdWallet offers a budgeting calculator that helps users input their financial information to receive customized advice.

7. Ebook or Tip Sheet

Ebooks and tip sheets provide downloadable content that gives valuable insights. Tip sheets are usually shorter and more focused, while ebooks offer more detailed guidance. A good example is a guide on social media workflows that helps marketing teams improve their processes, while subtly promoting a social media tool like Planable.

8. Educational Webinar

A webinar is a live or recorded seminar that provides valuable information through video. Webinars are a great way to deliver content to an audience who prefers visual and auditory formats.

HubSpot uses webinars as a key part of its strategy to engage audiences with in-depth topics, offering the content multiple times to reach a wider audience.

By using these content ideas, businesses can guide buyers through the awareness stage and help them move further down the buyer’s journey.

MoFu: Consideration Stage Content Ideas

In the consideration stage, buyers are more engaged. They know they have a problem and are now exploring solutions. This is when they start evaluating different options before making a purchase. It’s important to keep nurturing this relationship and building trust between the buyer and your brand.

The best channels for the consideration stage include:

• Website or Blogging
• Search Engine Marketing
• Email Marketing
• Social Media

Here are the content formats that work well at this stage:

1. Product Comparison Guides

When buyers reach this stage, they’ve likely narrowed down their options. A product comparison guide helps them make a final decision by clearly showing the differences between products. It’s important to not only list features but also address common concerns and include real-life examples, as this can increase conversions. A well-made comparison page can result in a higher sales rate.

2. Case Studies

Case studies are powerful tools in the consideration stage. They show real examples of how your product or service solved a problem. Sharing specific data and results helps build credibility and trust. Case studies should connect emotionally and logically with the buyer, providing clear evidence that your solution works.

3. Free Sample

Offering a free sample can make a big difference. A tactile experience, like holding a business card or brochure, can move someone from considering to purchasing. For instance, VistaPrint offers free samples of their printed materials, giving potential customers a physical touchpoint to help them make the final decision.

BoFu: Decision Stage Content Ideas

As buyers move into the decision stage, they are now focused on specific solutions and are ready to make their choice. At this stage, they need reassurance that they are making the right decision. Your content should handle objections, make the purchase process easy, and help them feel confident in their choice.

The best channels for decision-stage content include:

• Website
• Email Marketing
• Live Chat and Chatbots for Service

Here are some of the most effective content formats for this stage:

1. Free Trial or Live Demo

Offering a free trial or live demo is an excellent way to allow prospects to experience your product firsthand. Once they see how it works and how it can help them, they are more likely to convert into paying customers. Providing an easy path from earlier content to free trials can also help move prospects forward in their decision-making process.

2. Consultation Offer

Offering a consultation gives potential customers a chance to talk to an expert. It reduces anxiety about the buying process by offering something valuable in exchange for their time, such as a strategy or actionable advice. Make sure the process is simple and easy to schedule using tools like automated booking systems.

3. Coupon

A coupon is a great way to trigger a sense of urgency and overcome price objections. By offering a discount, you appeal to the prospect’s fear of missing out. This can help motivate them to make the final purchase decision. Limited-time offers or special pricing can push them to act quickly and secure the deal.

Mapping Content Across All Stages of the Buying Cycle

Every business has a unique buyer’s journey that requires a custom approach for the best results. It’s not enough to use the same strategy for different clients. Understanding your audience is key to success. Knowing their needs, challenges, and how they make decisions is the first step.

Once this understanding is in place, the next step is creating content that fits each stage of the buyer’s journey. This can include helpful blog posts, product demos, and other forms of content that guide them through their decision-making process.

When content aligns well with a buyer’s journey, it helps build stronger customer relationships and leads to higher conversions and greater loyalty.