Content Marketing Funnel: 3 Key Stages Explained (2025)

In today’s world, our attention spans are shorter than a goldfish’s – just 8 seconds. If you want to catch people’s interest, you need a clear, structured approach to engage potential customers at every stage of their journey. The content marketing funnel provides exactly that, offering a roadmap to attract, nurture, and convert leads with precision.

But, working through this funnel can be tricky, especially because potential customers lose interest at different stages. In this article, we will break down each stage of the content marketing funnel and show you how to create content that will keep your audience hooked all the way to the sale.

What Is A Content Marketing Funnel?

A content marketing funnel is a strategy that guides potential customers through a series of content pieces designed for different stages of the buyer's journey. It starts with awareness to help people discover your brand and guide them toward making a purchase. The funnel helps businesses nurture relationships and keep customers engaged at every point in their journey.

3 Content Marketing Funnel Stages: Understanding The Journey To Customer Loyalty

As you go through the 3 content marketing funnel stages, keep an eye on how your content should evolve through each stage, so you can create an effective content marketing funnel and keep customers engaged.

1. Top Of The Funnel - TOFU: Awareness Stage

The Top Of The Funnel (TOFU) is the phase where your audience becomes aware of a problem or need they didn’t realize before. It’s where potential customers first come into contact with your brand using broad content that attracts attention. 

They are not ready to purchase yet. Instead, they are looking for information to understand a problem they are experiencing. At this stage, your focus is on educating and providing value so that your brand stays on their radar for when they’re ready to take the next step.

What Is the Main Goal Of TOFU

You are not pushing for sales or conversions here. Instead, you are positioning your brand as a helpful and trusted resource. This is where you create content that answers questions and teaches about the issues your target audience faces.

At this stage, leads are often unqualified, but that’s okay. What matters is building that first point of contact with them. The ultimate objective is to attract visitors and bring them into your funnel. The more value you provide, the more likely they are to move forward in the journey.

The TOFU Audience

Your TOFU audience is made up of people who just realized they have a problem or need but are not sure what the solution is yet. They are unfamiliar with your brand and probably haven’t encountered your products or services before. 

These individuals are in research mode, looking for general information. This group is broad and includes anyone looking to learn more about a topic, not those who are ready to make a decision yet.

Best TOFU Content Types

At the TOFU stage, you should have a comprehensive content marketing strategy that focuses on educating and offering insights rather than promoting products. Here's what works best:

• Blog posts (30-40%): Writing helpful, high-quality blog articles is key here. They help build SEO authority and bring in organic traffic. Over 50% of marketers still see blogging as a major part of their content strategy.

• Infographics (10-15%): Infographics are perfect for breaking down complex ideas in a simple, visual way that’s easy to share.

• Videos (20-30%): People love videos – they are easy to watch and highly engaging, which makes them a great fit for this stage.

• E-books/Guides (10-20%): These give you the chance to go deeper into a topic and provide valuable information in exchange for contact details (great for lead generation).

• Social media posts (15-25%): Short, engaging posts help increase your brand's visibility and get people to share your content.

How Should You Distribute TOFU Content

Distribute your top-of-funnel content across different platforms. Here’s how to do it:

• SEO Optimization: Research keywords your audience searches at the awareness stage. Add them naturally in your blog posts and optimize titles, meta descriptions, and alt texts.

• Social Media Sharing: Post educational content with attention-grabbing visuals and captions on LinkedIn or Instagram. Include a clear link to your site or blog.

• Paid Ads: Use Facebook or Google Ads to promote your most helpful TOFU blog posts or videos. Target broad audiences interested in your industry.

• Guest Blogging: Write guest posts for industry sites with high traffic. Include links to your educational resources to attract new visitors.

• Influencer Collaborations: Partner with influencers who create educational content. Have them share or review your TOFU content and link back to your website. After all, 82% of the leads from influencer marketing are of better quality than those from other campaign types.

Key Metrics To Track In TOFU

• Organic Traffic: Measure the number of visitors arriving at your site from search engines. If you are getting good organic traffic, it means people are discovering your content when searching for related topics, which is a great sign. Aim for a 20-30% increase in organic traffic month-over-month.

• Unique Page Views: Track the number of individual visitors to your TOFU content. Unlike total page views, this metric counts each visitor only once for a clearer picture of how many unique people are engaging with your content. A 1.5-2.5 ratio of unique page views to total page views is considered good.

• Bounce Rate: Keep an eye on the percentage of visitors who leave after viewing just one page. A high bounce rate shows that your content isn't capturing interest or encouraging visitors to explore more. A bounce rate of 40-60% is typically considered healthy for content pages. 

• Average Time on Page: Check how long visitors spend on your TOFU content. If people are sticking around for several minutes, it’s a good sign your content is grabbing attention. Aim for 2-3 minutes on average for TOFU content.

• Social Shares: Monitor how often your TOFU content is shared on platforms like Facebook, Twitter, or LinkedIn. An average of 50-100 shares/post is a good target.

Building A Winning TOFU Content Strategy

You need a focused plan to pull in the right audience and guide them into your funnel. Here’s how to do it right:

Understand Your Audience

Start by building detailed buyer personas. Think about who they are – what their demographics are, their interests, their pain points, and where they spend their time online. Use surveys, social media insights, and Google Analytics to gather this info. 

Keyword Research

Use Google Keyword Planner, Ahrefs, or SEMrush to find keywords that match your audience. Look for keywords that have a high search volume but lower competition. Create a list of long-tail keywords (those with 3 or more words) to target specific queries effectively.

Create Compelling Headlines

Your headlines should grab attention and spark curiosity. Use strong adjectives, ask intriguing questions, or create a sense of urgency. CoSchedule’s Headline Analyzer can help you with this.

Repurpose Your Content

Repurpose your content to get more out of what you already created. For instance, take a well-performing blog post and turn it into a video, infographic, or a series of social media posts. This lets you reach different audiences who prefer consuming content in various formats. 

You can also update old content with fresh information to keep it relevant and share it again. This saves you time and also amplifies your content’s impact across multiple platforms.

Develop A Content Calendar

Plan your top-of-funnel (TOFU) content by creating a content calendar. You can use a simple spreadsheet, Trello, or Asana. Make sure to include topics, target keywords, publication dates, and distribution channels. 

Leverage Visual Content

Don’t forget to include visuals like infographics, videos, and images in your TOFU content. Tools like Canva can help you create graphics, while Lumen5 is great for quick video creation. Visuals boost engagement and help make complex information easier to digest.

Focus On Educational Content

It is about creating content that educates your audience about their pain points and offers solutions. Think of “how-to” guides, tips, or tutorials. Break down complex topics into simple steps, and use clear language so everyone can follow along. Aim for 1,500+ words for in-depth coverage and SEO benefits.

Get Help From The Experts 

While you might handle some aspects of content creation, there comes a point when bringing in experts can make all the difference. If you are struggling to consistently produce high-quality content or if your current strategy isn’t driving the traffic or leads you expected, it’s time to get professional help from experts like SIXGUN.

They take the time to understand your business and what your audience cares about so that every blog post, article, or guide they produce speaks directly to your target market. They use data to make sure your content is well-written and optimized for traffic, leads, or engagement.

Use Lead Magnets

Place lead magnets like downloadable resources or free tools on high-traffic pages. Visitors are more likely to provide their email addresses in exchange for something valuable. Keep these lead magnets directly related to your audience's problems and provide clear benefits. 

Add sign-up forms and place them strategically near your lead magnets. Make sure the forms are simple and inviting, while only asking for essential information. You can use beehiiv’s no-code sign-up forms feature to create customizable and embeddable forms and collect subscriber emails across platforms. 

These forms integrate smoothly with third-party sites and let you track submissions and analyze data without any technical know-how. You can export the data for later use and even set up automation for new subscribers. Plus, you can easily personalize your forms to match your brand and roll them out in no time.

2. Middle Of The Funnel - MOFU: Consideration 

The Middle of the Funnel (MOFU) is the consideration stage in the buyer's journey. At this point, prospective customers have moved past initial awareness. They know about your brand and offers and are actively researching solutions to their problems. 

They are considering their options, which means they are looking for more information about your products or services. This is where you start to nurture these leads and guide them toward a purchase decision.

Main Goal Of MOFU

The primary goal of MOFU is to engage and educate your audience. You want to build relationships with potential customers and establish trust. The content you provide should help them compare their options and see the benefits of choosing your brand. You aim to move leads closer to a purchase decision by addressing their specific needs and concerns. 

The MOFU Audience

The MOFU audience is made up of leads who are interested in your brand but have not yet made a purchase. This group includes:

• Potential Customers: People who are actively looking into solutions, checking out different brands, and exploring what you offer.

• Current Leads: These are contacts from the TOFU stage who have interacted with your content but still need more nurturing.

• Decision-Makers: Individuals who play a major role in the decision-making process and influence purchases within their companies.

Best Content Types For MOFU

For MOFU, focus on content types that educate and engage. Here’s a breakdown of the best content types and how much to focus on each:

• Case Studies (30%): Show real-life examples of how your product or service has helped customers. This builds credibility and illustrates the value you offer.

• Whitepapers (25%): Provide in-depth analysis or research on industry trends or specific problems. This helps your brand stand out as an expert.

• Product Demos (20%): Create videos or interactive content that shows how your product works. This lets your leads experience the value of your offers directly.

• Webinars (15%): Host live or recorded sessions where you discuss relevant topics and show your expertise. 

• Comparison Guides (10%): Develop content that compares your products or services with competitors. This helps leads weigh their options and highlights what makes you stand out.

How Should You Distribute MOFU Content

You need to distribute MOFU the right way to move potential customers closer to a purchase. Here’s how to make the most of your content marketing efforts.

• Email Nurturing Sequences: Create a series of personalized emails for your leads. Start with educational content like whitepapers and gradually introduce product demos. Use clear subject lines and add a single call to action in each email.

• Social Media Posts: Share case studies and comparison guides on LinkedIn or Facebook. Focus on how your solution solves specific problems. Use short descriptions and add a direct link to your content.

• Retargeting Ads: Set up retargeting ads for users who visited your website or interacted with your TOFU content. Promote webinars or product demos that directly answer their needs. Use persuasive headlines to re-engage them.

• Content Partnerships: Collaborate with industry influencers or partners to share your MOFU content. Guest blog on their sites or have them share your content with their audience.

• Landing Pages: Create dedicated landing pages for each MOFU content piece. Use clear calls to action and highlight the value of your content. Add bullet points summarizing the benefits and a form to capture leads' information. Make it easy for them to download or access your resources.

Key Metrics To Track In MOFU

Focus on these key metrics to see how well your MOFU content is performing.

• Lead Engagement Score: Measure how actively leads interact with your MOFU content, including downloads, email opens, and webinar attendance. Aim for an engagement score of 60-80%.

• Content Download Rate: Track the percentage of leads who download MOFU content, like case studies or whitepapers. A good benchmark is a download rate of 10-20% for targeted email campaigns.

• Webinar Attendance Rate: Measure the percentage of registrants who actually attend your webinars. Aim for an attendance rate of 40-60%. 

• Lead Qualification Rate: Track the percentage of leads that move from the MOFU stage to being qualified for the sales team. Aiming for a qualification rate of 20-30% is ideal for MOFU leads.

• Email Click-Through Rate (CTR): Measure the percentage of email recipients who click on links to your MOFU content. Aim for a CTR of 2-5%, depending on your industry.

• Time to Conversion: Track the average time it takes for leads to move from the MOFU stage to conversion. Target a time to conversion of 2-4 weeks.

Building A Winning MOFU Content Strategy

Follow these strategies and you’ll be well on your way to converting leads into customers.

Create Interactive Quizzes Or Assessments

Design fun and engaging quizzes or assessments about your product or service. For example, if you sell skincare products, create a quiz to help users find the best products for their skin type. 

Use beehiiv survey forms to create these quizzes. You can build forms with free-response or multiple-choice questions, share them via links or post-subscription, and view responses. You can then use the collected data to give personalized recommendations based on their answers, which would take them to your products or services. 

This interactive approach keeps your leads engaged and enables you to collect valuable data about their preferences.

Develop A Resource Hub

Create a dedicated section on your website that serves as a resource hub for your leads. Curate content like articles, videos, templates, and guides relevant to their interests. Make it easy to browse through categories and tags. This way, they’ll start seeing you as an expert in your field and return to your site for more information.

Make Your Content Accessible To All

At this stage, users are exploring their options more carefully. If your content isn't easy to engage with for all user types, you’re excluding a potential audience segment. You want to ensure that your valuable information reaches as many people as possible, regardless of their backgrounds or abilities.

Green Supply is a brilliant example of how you should make your content accessible to all. For businesses like them, where the products cater to a wide, diverse audience – think kids, adults, health-conscious shoppers, and businesses – this level of accessibility is essential. 

Green Supply has more responsibility than others and they need to ensure that every potential customer – regardless of their abilities – can access the information and products they need.

They go beyond the basics by offering an ‘Accessibility Options’ panel on their website. Visitors can increase text size, adjust line spacing, disable images, or even switch to a dyslexic-friendly font. Plus, it gives the option to stop animations from playing, which can help users with sensory sensitivities or those who are prone to motion sickness. 

Users can also adjust the contrast, saturation, or other color-related settings to fit their visual preferences or needs. This means no matter the user’s needs, the experience feels welcoming and customizable.

The fact that Green Supply understands this and implements it so perfectly puts it a step ahead of the competition. So when building your MOFU content strategy, think about accessibility like Green Supply does.

Implement Behavioral Triggered Emails

Set up automated email campaigns triggered by specific actions your leads take. For example, if a lead downloads a whitepaper, follow up with an email and suggest related content or invite them to a webinar. Use tools like HubSpot or ActiveCampaign to automate this process. This way, you can nurture leads based on their interests and help keep your brand top-of-mind.

Create A Podcast Series

Start a podcast where you discuss topics relevant to your audience and invite industry experts to share insights. This can be a great way to build a community around your brand. Promote your podcast episodes through your email list and social media.

Partner With Review & Comparison Websites

When customers see your brand on a reputable site, it boosts your credibility. Suddenly, you are not just another option; you’re a credible choice. Plus, these sites provide detailed comparisons, so potential customers can see exactly how you stack up against the competition. You can even share insights or tips that make you an expert in your field and help meet consumers at their point of need.

While it is crucial for all businesses, it is all the more important for the healthcare sector. Unlike other industries where buyers may quickly choose products, decisions in healthcare can have major implications on people’s lives. So consumers are more cautious and turn to review and comparison websites like MedicalAlertBuyersGuide to make better choices.

They do a fantastic job of presenting comprehensive reviews and side-by-side comparisons of medical alert systems. This lets potential customers understand their options clearly. They also offer valuable articles that educate users on what features to look for, which helps demystify the process.

Use Video Testimonials

Instead of traditional written testimonials, ask satisfied customers to create short video testimonials. This adds a personal touch and authenticity. Share these videos on your website, social media, and in your email campaigns. When your customers share their success stories, it can shape how your leads see things and push them to move forward in their buying journey.

Host A Virtual Roundtable

Organize a virtual roundtable discussion with industry experts and invite your leads to join. Choose a relevant topic and start a conversation that provides valuable insights. Promote this event through your email list and social media. This creates a sense of community among your leads.

Create A Progression Series

Develop a series of educational content pieces that progressively build on one another. Start with a foundational piece (like an introductory guide) and follow up with more advanced topics. Encourage leads to sign up and receive the full series to nurture them through their learning journey. Use a drip email campaign to deliver each piece at regular intervals.

3. Bottom Of The Funnel - BOFU: Decision Stage

Bottom of the Funnel (BOFU) is the final stage of the customer journey, where prospects are ready to make a purchase decision. At this stage, leads are fully aware of their problem and have looked at different solutions. They are now comparing options and considering which product or service will meet their needs the best. 

Main Goal Of BOFU

At this stage, you need to convert leads into paying customers. Your goal is to convince them that your product is the best choice by providing final decision-making content. The content should help them trust your offer and remove any last doubts.

You’ve guided them through awareness and consideration; now, you should give them that final nudge to purchase. Use conversion tactics like strong product demos, clear pricing, and personalized support to boost confidence in your product. It nudges them to take that final step and make a purchase.

The BOFU Audience

The BOFU audience already interacted with your MOFU content, understands your product, and is comparing it with alternatives. They are at the decision-making stage and only need a final push to choose your solution. 

Best Content Types For BOFU (With Percentages)

At BOFU, your content should focus on closing the sale. The most effective content types are:

• Product Demonstrations and Walkthroughs (25%): Use video or live product demos that show your solution in action. These can be one-on-one sessions or pre-recorded but personalized with details based on the lead’s industry.

• Customer Testimonials (20%): Share stories from satisfied customers that validate the effectiveness of your product. Highlight specific results and use cases.

• Discounts and Special Offers (20%): Provide exclusive offers like discounts or limited-time promotions to create urgency and push them to purchase immediately.

• Free Trials or Consultations (15%): Offer hands-on experience to help buyers test your product before committing. Provide step-by-step guidance during the trial period to show how your product will solve their exact problems.

• Detailed Product Comparisons (10%): Create content that directly compares your product to competitors and shows why your solution is superior.

• Detailed Pricing Pages (10%): Leads want to know exactly what they are paying for. Create a clear, well-laid-out pricing page that breaks down your plans, features, and benefits. Be transparent and include any additional costs like setup fees.

How Should You Distribute BOFU Content

Content distribution at the BOFU stage should be highly targeted. Here's how to do it:

• Personalized Emails: Send tailored emails to leads who have shown high intent (e.g. added items to their cart or requested more information). Include product demos, case studies, or special offers. Use strong calls to action.

• Sales Team Outreach: Share BOFU content directly with your sales team. Train them to use case studies and product demos during one-on-one conversations with leads. Use the call to answer last-minute questions and walk them through the purchase process. If they are close to sealing the deal, train your sales team to create and close digital contracts. This helps wrap things up quickly and smoothly, especially at the BOFU stage, where leads just need a final nudge.

• Retargeting Ads: Run retargeting campaigns that show BOFU content like testimonials or discounts to users who visited your pricing page or product demo but haven’t converted.

• Live Chat or Chatbots: Offer immediate support to answer final questions. About 81% of customers prefer to use self-service solutions. So use live chat or chatbots to follow up on leads and nudge them to purchase when they are browsing BOFU content.

Key Metrics To Track In BOFU

Measure these KPIs at this stage of the content funnel:

• Conversion Rate: Measure the percentage of leads that turn into paying customers. Aim for at least a 5-10% conversion rate, depending on the industry.

• Sales Qualified Leads (SQLs): Track how many leads become qualified for a sales conversation. An increase in SQLs indicates effective BOFU content. Target 20-40% of SQLs converting to customers.

• Average Deal Size: Monitor the average value of deals closed. This helps assess BOFU content’s impact on high-value sales. Aim for an average deal size increase of 10-20% compared to MOFU deals.

• Sales Cycle Length: Measure how long it takes leads to convert from BOFU to a sale. Try to reduce your sales cycle by 20-30% at BOFU, with an ideal cycle of 30-60 days for B2B.

• Customer Acquisition Cost (CAC): Calculate how much it costs to acquire a customer at this stage. It’s best to keep CAC at 15-20% of your customer lifetime value (LTV).

• Deal Close Rate: Tracks the percentage of deals closed after engaging with BOFU content, especially from sales calls or consultations. A close rate of 25-50% is a good target.

Building A Winning BOFU Content Strategy

These 7 creative strategies will handhold your leads from consideration to decision.

Offer Personalized Consultation Calls

Create a dedicated landing page where leads can easily schedule a free personalized consultation call. Use Calendly to streamline the booking process. Make it clear that this isn’t a sales call—it’s a one-on-one session to help them solve a specific problem. 

Personalization at this stage shows your lead you care about their needs and lets you present your solution in a meaningful way.

Develop A ‘Why We Might Not Be Right for You’ Page

Create a landing page that openly discusses why your product or service might not best suit certain customers. This feels counterintuitive but is super effective for building trust. People appreciate honesty, and when you’re upfront, you show your confidence in delivering value to the right customers. 

List the types of users who wouldn’t benefit from your solution and contrast them with those who would. Then, lead visitors to a CTA that fits them better (free trial, demo). This helps qualify the hottest leads.

Design A Custom Success Blueprint For Your Lead

After a lead attends a webinar or downloads MOFU content, send them a personalized PDF (or video) outlining exactly how your product will solve their specific problems. Use their name, industry, and pain points in the blueprint. Tools like Vidyard or Loom can help you create personalized videos, or you can automate personalized PDFs with platforms like PandaDoc.

Create A VIP Buyer Concierge Service

For high-value leads who are close to converting, offer a VIP buyer concierge service. This could be a dedicated point of contact (via email, phone, or chat) for a set period. The concierge can provide answers to questions, personalized recommendations, or extra support for implementing your product. 

It feels like white-glove treatment and reassures leads that you are all in for their success. Create a CTA like “Get VIP Support for Your Final Decision” on major BOFU content pages, and assign a team member to handle these leads personally.

Remove Friction Points In The Decision Process

Eliminate friction points that could slow down your lead’s decision-making process. Start by analyzing your checkout process or demo sign-up form – are there unnecessary steps that make it harder for leads to convert? That kind of friction can make nearly 71% of online shoppers abandon their carts.

Simplify these steps by reducing the amount of information you ask for upfront. Hotjar can help identify where leads drop off. Also, make sure that your website loads in under 3 seconds and works well on mobile devices. The easier you make it for leads to take action, the more likely they will move forward in their buyer journey.

Deploy A Risk Calculator Or ROI Calculator

Create an interactive Risk Calculator or ROI Calculator that helps leads understand the value of your solution in their specific context. The calculator asks for basic information about their business or pain points, and then it shows them a clear, quantifiable outcome (like potential revenue saved or time reduced). 

Embedding this tool on BOFU pages helps justify their decision to buy. Use Outgrow or Calconic to create simple, interactive calculators.

Set Up A Live ‘Implementation Walkthrough’ Webinar

Host a live webinar focused solely on how to implement your product in real-world scenarios. Walk the audience through the process step-by-step. Focus on common challenges and how to overcome them. Make it less about selling and more about demonstrating practical value. 

Invite leads who have shown serious interest, and keep it interactive – encourage them to ask questions about their specific situations. After the webinar, send a follow-up email with key takeaways and a CTA to book a one-on-one implementation call.

Offer A ‘Path to Success’ Email Series For Hesitant Buyers

Build an email series titled something like ‘Your Path to Success.’ This series could break down how your product will guide the lead through the post-purchase journey and show them exactly what to expect in their first 30, 60, and 90 days. 

Include real-life examples of customers who have gone through this path and succeeded. Make it highly visual and easy to scan. This reassures your lead that you thought of everything and that they will be fully supported post-purchase.

Conclusion

Remember, developing a successful content marketing funnel isn't a straight shot. Customers bounce around between stages or might even skip some steps. Create a content strategy that connects with your audience no matter where they are in their journey.

Once you mapped out your content marketing funnel, use beehiiv to execute it to perfection. Our powerful all-in-one platform makes it easy to build beautiful newsletters, manage your subscriber list, and track your results. Sign up for a free trial or book a free demo and start reaching your audience like never before.