When building a content marketing strategy, you need to create content tailored to where prospects are in the buyer’s journey. The goal is to provide the right information at the right time to guide them through the sales funnel. In this post, we’ll look at the types of content that work best for each funnel stage. This will vary by industry and product, but below are some thought starters:
Top of the Funnel
Blog Posts, Videos & Organic Social
At the top of the funnel, prospects are just becoming aware of their need and starting to research solutions. Content should focus on addressing common pain points, questions and objections. Useful top of funnel content includes:
- Blog Articles: In-depth posts and guides that answer common questions and provide value. Focus on problems your prospects face.
- Videos: Short, engaging videos that demonstrate how you solve pain points. Host them on YouTube and promote on social media.
- Social Media: Share blog summaries, infographics, videos and other media on social channels. Draw prospects in with helpful or entertaining content.
- SEO Content: Optimize website pages and blog posts to rank for keywords prospects search when discovering solutions.
The goal of this content is to attract and engage the widest possible audience of prospects. Provide value and build awareness through education.
Middle of the Funnel
Case Studies, Ebooks & Webinars
In the middle stage, prospects are evaluating specific solutions and vendors. Content should focus on thought leadership and building trust. Ideal middle of funnel content includes:
- Case Studies: Showcase client success stories that prospects can relate to.
- Ebooks & Guides: Offer more in-depth education through long-form content like ebooks, templates and toolkits.
- Webinars: Host educational webinars with Q&As that demonstrate your expertise.
- Product Demos: Detailed overview of your product and how it works, either live or through demos and video walkthroughs.
At this stage, prospects are comparing options and assessing credibility. Position yourself as an authority by showcasing expertise and client results.
Bottom of the Funnel
Free Trials, Demos & Proposals
Near the bottom, prospects are ready to buy and want pricing details. Content focuses on conversion. Effective tactics include:
- Free Trials: Let prospects test your product through a demo account or limited trial.
- Product Proposals: Tailor proposals to prospect needs and objections for a personalized solution.
- Data Sheets: Provide detailed information on pricing, options, and add-ons to close the sale.
- Case Study Proposals: Show how you solved challenges for clients in similar industries or with similar issues.
- ROI Calculators: Demonstrate potential return on investment from using your solution.
The goal here is to give prospects the information they need to make a confident purchase decision. Remove friction and guide them to convert.
Creating content tailored to each sales funnel stage helps you engage and nurture prospects, leading to more closed sales. Map content to the buyer’s journey for the best results.