Every marketer is familiar with the content marketing funnel. The framework organizes and creates content for audiences at various stages of their buying journey, from initial discovery of a brand to purchasing a product or service.
However, did you know that while marketers may nod along when the funnel comes up, most only keep an eye on the very top?
Research has revealed that 95% of marketers produce top-of-funnel content, 86% create content for the middle stage, and only 76% produce content for the bottom stage. The deeper parts of the funnel — ones most closely tied to conversions — are getting less attention.
There’s been a noticeable shift in 2025, however. More marketers are realizing that the challenge is no longer one of brand visibility, as many tools, platforms, and channels are already available. This awareness, unfortunately, amounts to little without actively nurturing and converting your audience.
Conversion-focused content is taking over, and all the buzz is on middle and bottom-focused content. Let’s unpack what this means.
Defining Content Types for Each Funnel Stage
The marketing funnel consists of three stages, and at the top of the funnel (ToFU), your primary objective is to build awareness.
Of course, this is the most crowded stage, where all buyers start. Your audience is not yet ready to purchase and may not even be aware that your brand exists. The buyers are simply trying to figure out their problem.
That said, ToFU content attracts the audience, answers questions, and gently introduces your solutions.
Think of it as a first meeting. Make an impression through blog posts, thought leadership articles, social media posts, paid ads, infographics, and short videos without asking for anything in return.
Middle Funnel: Educating and Nurturing Prospects
If the goal at the top of the funnel is to get noticed, the middle is to be remembered.
Maybe someone has read your blog, watched a video, or followed you on social media. When they already know who you are, they move on to the consideration stage, where they compare options and decide which brands to trust.
As such, middle funnel marketing educates and nurtures through the following content types:
- Newsletters. Regular emails remind potential customers that you are there for them. Share expert insights and company updates! Newsletters build familiarity and authority, making readers feel like they are hearing from a friend.
- Webinars. What do your prospects care about? Dive deeper into topics through webinars and receive real-time support. Unlike blog posts, they are two-way engagements, keeping things interactive.
E-books and Guides. These long-form pieces are ideal for those seeking a comprehensive resource. Demonstrate your in-depth expertise and provide real value!
- Case Studies. Real-world examples of how you have helped others prove that you are what your audience is looking for.
- Reports. Market reports or research-backed insights set you apart from the competition. Bring fresh data to the table and establish yourself as the source for credible information.
- White Papers. Similar to reports but more detailed, white papers tackle complex issues to justify decision-making.
Bottom Funnel: Driving Decision and Purchase
By the time someone reaches the bottom of the funnel, they already know everything they need to know. So, your task is to eliminate doubts, reduce friction, and make the decision to buy feel obvious and right.
What are some types of bottom funnel content?
- Case Studies. While useful in MoFU, case studies become even more persuasive here. You wrap testimonials in a story, allowing your audience to imagine what it would be like if they choose you.
- Reviews. Social proof is supreme. When prospects see others raving about your brand, they develop confidence. Display reviews or testimonials on your website, social media accounts, or Google Business profile.
- Demos. People become less intimidated or hesitant when they see how your solution works through a live demo (or a recorded one). It’s the next best thing to using it themselves!
Free Trials. Why not let prospects experience your product or service firsthand? A free trial demonstrates that working with you is worth their time and money.
- Coupons and Discounts. Financial incentives might be what push a person to take the leap. It could be a limited-time offer, a loyalty discount, or anything that inspires!
- Strong CTAs. Clear, compelling calls to action are crucial at every stage of the funnel, but they are especially critical in this part. Your audience is ready to act; do not leave them guessing about what to do.
Personalizing Content With AI and Data Insights
Here’s another question that often crosses the minds of marketers: Am I showing the right message to the right person at the right time?
Yes, creativity is the soul of marketing, but it’s personalization that converts. Ideally, you deliver both at scale, though this is not easy.
Fortunately, artificial intelligence (AI) is helping bridge that gap.
With AI-powered insights, you can pinpoint high-value customer segments and give tailored product or service recommendations. AI provides data you can analyze to understand when and how to reach prospects. The best part? You can automate routine tasks, freeing up time for creative strategy.
Technology is now powering human and relevant campaigns. As marketers, it’s wise to invest in it and leverage it.
Measuring Funnel-Specific Content Performance
Regardless of your approach to conversion-focused content, it is impossible to improve what you do not measure. You could regularly generate articles, newsletters, and more, and still get not-good-enough results.
Track the right metrics and discover where prospects are engaging or dropping off, and identify areas for improvement.
Traffic Sources
Where are your visitors coming from? Are they from search engines, Facebook, Instagram, email campaigns, or referrals? Your middle or bottom funnel content should be visible. If not, conversion will not be on the horizon.
Time on Site
The longer people stay on your site, the more likely they are to relate to your content. They are learning from you! Longer session times suggest that your resources, such as case studies or detailed guides, are effectively doing their job.
Bounce Rate
What if visitors leave after viewing only one page? For bottom or middle funnel marketing, that is a major red flag. Your content probably does not align with their needs or fails to provide them with a clear direction.
Conversion Rates
Conversion rates are the paramount measure of success. Whether you sign up for a newsletter, download an e-book, or complete a purchase, these numbers reflect the performance of your funnel. Monitor them from top to bottom!
Start Creating Conversion-Focused Content
Ultimately, content marketing is about guiding people along their journey, from casual viewers to new followers and, ultimately, full-fledged customers. Skipping any funnel stage, then, will not get you anywhere. The same applies to focusing on just one.
Conversion is a process, and the power of conversion-focused content is real. First, you greet the audience, then you attend to their needs. Once you earn their trust, you become partners.
At Connection Model, we’ve been on both sides of the funnel as marketers building strategies and as buying customers. Count on our perspective to craft content that drives sales, fosters loyalty, and fuels your growth.
Optimize your top, middle, and bottom funnel and finally turn engagement into revenue. Contact Connection Model today!
Written By: David Carpenter
