Creating content for your sales funnel isn’t just about raising awareness. It’s about guiding prospects through each stage of their buying journey. From awareness to consideration and decision, each of your B2B sales funnel stages requires specific content. Here’s how to build an effective B2B funnel content strategy for every stage of the funnel.
Do you want to learn how to guide your prospects through each of your B2B sales funnel stages? Schedule a Discovery Call today to get insights tailored to your business.
Awareness Stage Content: Capture Attention
In the awareness stage of your B2B funnel content strategy, your goal is to grab the attention of potential customers. At this point, prospects are just beginning to realize they have a problem and are seeking solutions. Focus on educational and informative content that introduces your brand and solutions without being overly salesy.
Examples of awareness stage content include:
- Blog posts addressing common industry problems
- Social media content that sparks curiosity
- Infographics or explainer videos that educate
Consideration Stage Content: Comparing Solutions
When prospects enter the consideration stage, they compare different solutions to their problem. They actively look for in-depth content that helps them evaluate their options. This phase is crucial, and often the most productive content comes from addressing your competitors head-on.
Examples of consideration stage content include:
- Detailed product comparisons
- Case studies showcasing successful implementations
- Webinars that answer specific questions
Some of the most effective content for B2B marketing focuses on this middle part of the funnel, where potential buyers are weighing their choices.
Read More: Automating Lead Generation: Tools and Tactics for VCs and PEs
Decision Stage: Closing the Deal
At the decision stage, prospects know what they want and are ready to make a final decision. Content here should provide the last bit of information they need to commit.
Effective decision-stage content can include:
- Product demos or free trials
- Testimonials from satisfied customers
- Detailed pricing information
Don’t overlook the power of creating content for these low-funnel prospects. While top-of-funnel content may bring in larger volumes of traffic, decision-stage content can convert prospects into paying customers.
Final Thoughts
Each stage of the sales funnel requires a different approach. From educating in the awareness stage to offering competitive comparisons in the consideration stage and sealing the deal with decision-stage content, creating content tailored to where your prospects are in their journey is key to success.
Focus on the right content at the right stage to guide your leads through your funnel and increase conversions at every step.
