Content marketing funnel: Stages, content types & best practices

Content is the backbone of any marketing effort, and at the heart of an effective content marketing strategy lies the content marketing funnel. It's a crucial framework for guiding potential customers through their buying journey.

However, building a funnel that actually converts can be a challenge. So, in this article, we'll break down the essential elements of a successful content marketing funnel and provide practical tips to help you create a strategy that drives results.

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What is the content marketing funnel?

The content marketing funnel is a framework that helps marketers align the content they create with the customer journey. It typically consists of three key stages—the top, middle, and bottom of the funnel—each requiring different types of content to effectively engage users and move them closer to a purchase.



A well-structured content marketing funnel ensures you create relevant content that converts and boosts content marketing ROI. By understanding at which stage users are in their journey, marketers can provide the right information at the right time to guide them to the next logical step. This approach not only improves engagement but also builds trust and credibility, positioning your brand as a valuable resource throughout the buying process.

» Learn more about the SEO marketing funnel.

3 stages of the content marketing funnel

There are many different types of funnels and frameworks when it comes to content marketing. But in general, the content marketing funnel can be broken down into three simple stages:

• Top of the funnel (TOFU): This is the awareness stage where potential customers first learn about your brand, products, or services. The goal is to attract them with informative and engaging upper-funnel content.
• Middle of the funnel (MOFU): Potential customers are now in the consideration stage, trying to find solutions to their problems. Help them weigh their options with mid-funnel content that educates them about your offerings and how you can help.
• Bottom of the funnel (BOFU): This is the conversion stage where people are ready to buy. Your bottom-of-the-funnel content should convince them that your solution is the best choice.

Keep in mind that users may not move through the funnel in a straight line—they might revisit stages or skip ahead based on their needs and prior knowledge.

Now, let's look at the stages of the content marketing funnel in more detail and discuss which types of content to create for each.

» Discover the 5 stages of the marketing funnel.

Top-of-the-funnel content

At the top of the funnel, users are unfamiliar with your brand, products, or services. Their goal is to find information that helps them learn something new, solve an issue, or complete a specific task.

Your focus should be on educating, entertaining, or inspiring your target audience by providing valuable information. This helps to drive traffic, increase brand awareness, and build authority.

Common types of TOFU content include:

• Paid advertising
• Landing pages
• Blog posts and guides
• Infographics
• Ebooks and whitepapers
• Informational videos
• Social media posts
• Podcasts
• Cold emails

To create effective TOFU content, focus on providing value and building trust rather than pushing a sale. Address your audience's pain points with informative content and track key content marketing KPIs to see what works.

Middle-of-the-funnel content

In the middle of the funnel, users are aware of their problems and are actively searching for solutions. Their goal is to better understand their problem and compare their options to make an informed decision, while your goal is to educate, nurture, and demonstrate why your offering stands out.

Some types of MOFU content include:

• Product pages, guides, and comparisons
• Video demos and tutorials
• FAQs
• Customer reviews
• Webinars
• Newsletters
• Free tools

To engage users at this stage, highlight the benefits of your product or service while staying impartial to build trust. Address their specific challenges, show how your solution solves them, and use clear calls to action to help guide them to the next step.

» Use these call-to-action examples to guide users through the funnel.

Bottom-of-the-funnel content

At the bottom of the funnel, users are ready to buy—they just need a final push. Their goal is to feel confident in their decision. Your goal is to close the sale by reinforcing why your solution is the best choice and addressing any objections.

Key types of BOFU content include:

• Demos
• Free trials
• Customer success stories
• Pricing pages
• Sales collateral (pitch decks, brochures, spec sheets, etc.)

To convert leads into customers effectively, highlight your unique selling points and tailor your messaging to specific buyer personas. Use strong CTAs, persuasive sales copy, and A/B testing to refine your approach. Also, track key conversion metrics closely to monitor your success.

Build a successful content funnel

By understanding the different stages of the content marketing funnel and tailoring your content accordingly, you can effectively generate leads and guide them toward conversion. While building a successful funnel takes time and effort, the payoff makes it all worthwhile: increased brand awareness, better customer relationships, and ultimately, more revenue. So, start optimizing your content funnel today and watch your marketing efforts become more effective.

» Need a personalized content strategy? Book a consultation to find out how we can help.