In the world of marketing, there’s a lot of talk about funnels—sales funnels, marketing funnels, conversion funnels. It can all feel a bit mechanical, like people are just numbers moving from one stage to another. But let’s take a step back and look at the content marketing funnel from a more human perspective. After all, marketing isn’t just about selling; it’s about connection, trust, and providing real value.
What Is the Content Marketing Funnel?
Think of the content marketing funnel as a journey your audience takes, from the moment they first discover your brand to the point where they become loyal customers. It’s usually broken down into three main stages:
- Awareness (Top of the Funnel – TOFU)
- Consideration (Middle of the Funnel – MOFU)
- Conversion (Bottom of the Funnel – BOFU)
Each stage has its own purpose and requires a different approach to content. Let’s break them down in a way that puts people first.
Stage 1: Awareness – Making the First Connection
Imagine meeting someone for the first time. You don’t immediately ask them for a favor or try to sell them something—you get to know them, share a bit about yourself, and find common ground. That’s exactly what happens in the awareness stage of content marketing.
At this stage, your audience is looking for answers, inspiration, or entertainment. They might not even know they need your product or service yet. Your goal is to introduce your brand in a way that feels natural and valuable, without pushing too hard.
Best content types for awareness:
- Blog posts & articles
- Social media content
- Infographics
- Short-form videos (TikTok, Reels)
- Educational content & guides
Stage 2: Consideration – Building Trust
Now that you’ve made a good first impression, it’s time to deepen the relationship. At the consideration stage, people are weighing their options. They’re researching, comparing, and deciding whether your product or service is right for them.
This is your chance to showcase your expertise and credibility while addressing their pain points. The key is to provide content that helps them make an informed decision—without feeling like a pushy salesperson.
Best content types for consideration:
- Case studies
- Testimonials & reviews
- In-depth blog posts & comparison guides
- Webinars & expert interviews
- Email newsletters
Stage 3: Conversion – Sealing the Deal
At this point, your audience is almost ready to take action. They just need that final reassurance that they’re making the right choice. This is where your content should give them the confidence to move forward.
Make the decision-making process easy for them by providing clear calls to action, answering last-minute doubts, and removing any friction in the buying process.
Best content types for conversion:
- Product demos & tutorials
- Special offers & promotions
- Free trials or samples
- Customer success stories
- Personalized content (emails, retargeting ads)
Beyond the Funnel: Nurturing Loyalty
The journey doesn’t end after a sale. True success comes from building lasting relationships. Engaging with your customers post-purchase through personalized content, loyalty programs, and exceptional customer service turns them into brand advocates.
Best content for retention & advocacy:
- Exclusive content for loyal customers
- Follow-up emails with tips & insights
- Referral programs
- Community building (social groups, events)
Final Thoughts: Make It About People, Not Just Strategy
Content marketing isn’t just about guiding people through a funnel—it’s about creating meaningful interactions. When you focus on providing value, answering questions, and making genuine connections, conversions will follow naturally.
At the end of the day, marketing is about people. So, let’s make it human.