Funnel Content 101
How to Guide Your Audience from "Just Browsing" to "Just Bought"
In the world of digital marketing, it’s not enough to simply create content. You need to create the right content for the right audience at the right time. That’s where funnel content comes in.
Think of your customer’s journey like a funnel:
Top of Funnel (TOFU): Awareness
Middle of Funnel (MOFU): Consideration
Bottom of Funnel (BOFU): Decision
Each stage of this funnel requires a different content approach that moves your audience closer to becoming a customer - without feeling forced.
Top of Funnel (TOFU): Attracting the Curious
This is where strangers discover you for the first time. They're not ready to buy. They're just exploring, learning, and maybe trying to understand the problem they’re facing.
Best content for TOFU:
Blog posts that answer common questions
Educational YouTube videos
Social media tips and inspiration
Infographics or how-to guides
Why it works:
Nurtured leads make 47% larger purchases than non-nurtured leads.
Your job here is to educate, entertain, or inspire. No hard pitch. Just value.
Middle of Funnel (MOFU): Earning Their Trust
Now your audience knows they have a need. They’re actively considering solutions. Your job is to guide them toward seeing your brand as the solution they can trust.
Best content for MOFU:
Case studies
Email nurture sequences
Comparison guides
Webinars or behind-the-scenes walkthroughs
Why it works:
Video content at the middle of the funnel can increase conversion rates by up to 66%.
At this stage, clarity and credibility are your best tools. Help them evaluate their options, including yours.
Bottom of Funnel (BOFU): Sealing the Deal
This is the decision point. Your audience is comparing prices, checking reviews, and thinking about the risk. Your job now? Make choosing you feel easy, logical, and low-risk.
Best content for BOFU:
Free trials or samples
Customer testimonials
Demos and detailed product pages
Special offers or limited-time incentives
Why it works:
Content that includes social proof (like reviews or testimonials) has an average conversion rate of 12.5%.
This is where precision matters. You’ve earned their attention, now earn their trust and their business.
Why Full-Funnel Marketing Wins
If you’re only creating content at one stage of the funnel, you’re leaving results on the table. A full-funnel approach ensures that you’re connecting with your audience throughout their decision-making process.
In fact, a recent Nielsen study showed that brands using a full-funnel strategy saw up to 45% higher ROI and 7% increases in offline sales.
Ready to Build a Funnel That Converts?
Whether you’re just getting started or trying to fix a leaky funnel, we can help you simplify the process and increase your results.
Let’s create a content strategy that matches your business goals and your audience’s journey.
