February 13, 2023

Content Marketing Funnel: What is it? How to Map It?

You always need more content to attract more customers with different content formats.

An excellent content strategy is required. And to make your content strategy effective, you must evolve and adopt the latest trends.

Customer behavior and interest have changed in the past decade, which has seriously impacted marketing strategies.

Therefore, your content strategy must follow the best practices.

You need a solid sales to funnel to understand consumer behavior and how you can convert leads to the customer.

Creating a content marketing funnel is something other than rocket science. However, your sales Funnel should display the process from awareness to conversion.

To make it possible, you should learn the following:

  • How to create a content marketing funnel?
  • What are the Different types of the content funnel?

What is a Content Marketing Funnel?

What is a Content Marketing Funnel?: eAskme
What is a Content Marketing Funnel?: eAskme


With a content marketing funnel, you can outline reaching potential customers, spreading awareness, converting them to make sales, and generating revenue.

Your content marketing goal can be different than the sale; for example, you may want to collect emails by offering a demo, free download, etc.

At different stages of the content funnel, you will outline the methods:

  • To attract customers
  • Generate leads
  • Boost conversion

With a content marketing funnel, you will find and fill the content gaps.

You should have content for each stage.

How to Map Your Content Marketing Funnel?

To map your content Funnel, you need to understand your content types.

Understand which content will be helpful at which stage of the consumer journey.

Here are the different stages of the content funnel:

Top of the Funnel:

TOFU is the very first stage of the content funnel. After that, it is about reaching potential customers to spread awareness.

Middle of the Funnel:

MOFU is the stage where you generate interest among customers. It is also a consideration stage. At this stage, customers are checking reviews of your products or services.

Bottom of the Funnel:

BOFU is the final stage of the content funnel. At this stage, potential customers will buy the product or service.

You must expect one piece of content to perform only some of the action and work at every stage.

Therefore, create relevant content for each step.

Here is the content chart for Content Funnel:

content chart for Content Funnel Types: eAskme

Different Types of Funnel Content:

Top Funnel Content:

The top Funnel is where people get information about the products or services. It is the first stage of the consumer’s journey.

The information you provide at this stage will make people aware of what you are offering and how it is helpful for the buyers. Customers also get familiar with your business and brand.

It is necessary to provide an excellent user experience to attract potential buyers.

You can do it by educating users and answering questions.

According to SEMRush Study, the Best types of TOFU content are:

  • Video tutorials (23%).
  • Ebooks/whitepapers (26%).
  • Checklists (27%).
  • Infographics (28%).
  • Landing pages (35%).
  • How-to guides (72%).

The best content at the TOFU stage is educational content with a lot of exciting information.

Your content should provide help rather than be a sale pitch.

Middle Funnel Content:

At the MOFU level, you need introductory content.

How-to videos, tutorials, customer stories, and product reviews are the best types of content at this stage.

According to the SEMRush study, the Best MOFU content types are:

  • Success stories (30%)
  • Webinars (31%).
  • Landing pages (31%).
  • Case studies (34%).
  • Product overviews (40%).
  • How-to guides (44%).

Customers who reach the MOFU stage are already familiar with your brand and looking for exciting products.

At this stage, you need personalized content for your target customers

71% of customers are interested in personalized content.

You will create meaningless content if your content does not match the customer’s expectations.

Bottom Funnel Content:

BOFU is the stage where the customer is ready to make a purchase.

The customer is trying to understand why your brand is the best and how your product or service will help the customer.

Conversion will depend upon the type of content you are using. Trustworthy content can influence the user to make a purchase.

Top BOFU content types are:

  • Customer reviews
  • Success Stories
  • Product Overview

Sharing testimonials, customer stories, etc., will build trust and influence your customer.

You can also run email-marketing campaigns to reach your email list and give them reasons to buy the product or service.

Find Content Gaps and Fix them:

After creating content for each stage, the next thing is to fill the content gaps.

Create content that can fill the content gaps.

For example, if you have few or no customer success stories, you should invest in creating enough to influence other customers.

After making the list of content gaps, the next thing is to create an editorial calendar to prioritize what and when you want to publish.

Keep track of your editorial calendar.

Also, remember the competition analysis.

It will help you discover and adopt the effective marketing strategies of your competitors. In addition, it is an excellent way to empower your funnel content.

Ensure that your content offers an excellent user experience according to Google’s Helpful Content guidelines.


Your content funnel should be practical and relevant to attract maximum customers and increase the conversion rate.

The more you improve your buying experience, the more customers you will attract. A satisfied customer will buy your products, tell success stories, and leave positive reviews.

And you can satisfy customers by educating them, solving their issues, and building trust.

It takes time to make your content marketing funnel effective. So do a lot of work, test many strategies, and have patience.

And you are good to go.

If you still have any question, feel free to ask me via comments.

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