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What Is Content Marketing Funnel And How Do You Leverage It Into Your Digital Marketing Strategy?

3 individuals looking at a laptop and jotting down information

Have you walked into a store to get a hair dryer but there were so many options, you didn’t know which one would best fit you? Well, that’s because physical stores unlike e-commerce sites don’t have a content marketing funnel.

With the help of an efficient content marketing funnel, you and your team can increase traffic, convert that traffic into leads, and convert those prospects into sales. All you require is the proper content and a strategy, both of which this article will assist you in producing. So keep on reading!

What Is Content Marketing Funnel?

A content marketing funnel is a mechanism that enables you to produce content that corresponds to the demands of your prospects as they proceed through the buying process.

This system enables you to produce content that specifically meets the demands of your potential consumers, disseminates your material more strategically, and monitors the conversion rate of leads and prospects into customers.

Phases Of Content Marketing Funnel

The content marketing funnel includes four unique stages, and each stage necessitates the development of content tailored to the demands of your target audience at that stage of the funnel.

  1. TOFU

  2. MOFU

  3. BOFU

  4. Retention

TOFU (Discovery)

TOFU is all about letting consumers ‘discover’ your products and services. You want to attract visitors to your website, social media pages, or physical storefront at the top of your content marketing funnel. Your ideal clients should also be informed of the issue your product addresses as well as the steps your solution takes to resolve it.

When consumers think of conventional marketing strategies, they most frequently picture this stage of the business process. This category includes internet advertising, direct email marketing, educational videos, and SEO.

MOFU (Consideration)

Your customers have noticed you, now it's time to convince them. You convert qualified leads from the awareness and engagement you generated at the top of your content marketing funnel. The most common way to accomplish this is through gated content.

Your audience will value gated content since they have to take some action to access it (usually an email registration). Instead of focusing on top-of-the-funnel activities, this content turns the visitors you've already attracted into prospects.

BOFU (Conversion)

You've drawn in your audience, given them worthwhile content, and collected emails. During this step of the funnel, you must now produce content that enables potential consumers to buy with certainty.

Case studies, particular use cases for your product, free trials, or data outlining the advantages of utilizing your product might all be included in this stage. At this point of the content marketing funnel, your material should give your leads the confidence they need to make a purchase from you.


When a new consumer makes a purchase, the content marketing funnel is not over. The main goal of retention marketing is to raise customer lifetime value (CLV) by studying and extending the client lifecycle. To keep the people interested and satisfied throughout the customer lifecycle, keep sharing insightful information about your product, tools to help them succeed, and behind-the-scenes corporate stuff.

Email marketing, newsletters, retargeting advertisements, direct mail, loyalty programs, and special offers are examples of the content used in this phase.

Selling to new clients has a five-fold higher cost than selling to current customers. Moreover, by exposing current consumers to more of your items, you entice them into your ecosystem and strengthen customer loyalty.

Recognize The Buyer Journey

A man doing his research on a laptop before purchasing something

It's crucial to keep in mind the buyer's journey phases of awareness, consideration, and decision as you develop your material at each level of the funnel.

When a consumer is looking to purchase something, whether it's a product or service, these are the steps that go into it.


Identify the issue

Do some research online


Investigate options

Look into brands

Identify appropriate actions


List a few potential solutions

Calculate each return on investment

Decide whether to purchase

If you understand what requirements potential customers are resolving with your content at each funnel step, you can be certain that you're making the right decisions to make them feel supported and move them closer to purchasing your product or service.

What Are The Appropriate Content For Every Stage Of The Funnel?

Thus, now that you understand the steps of your content marketing funnel and the phases of the buyer's journey you need to address at each stage, you can start producing content.


SEO blog posts


How-to material

Webinar excerpts

Ads on social media

Targeted website advertisements

Direct emails


A case study

Facebook Templates

Drip marketing



White papers


Client testimonials

Spec sheets

Competitor analysis

Sales presentations

Trials and demos


Understanding the content marketing funnel is crucial for achieving your content goals since content marketing is a long-term effort. By placing yourself in your customers' position, speaking with teams who interact with them, and effectively leveraging analytics, you can choose content that meets their requirements from the outset.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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