Blog Post

You’ve heard it a hundred times: “Create content for every stage of the funnel.”

But here’s what most advice leaves out—what does that actually look like?

Knowing what type of content belongs at each stage is what separates a scattered content strategy from one that actually moves leads forward. The good news? You don’t need hundreds of assets—you just need the right ones that speak to the right people at the right time.

In this post, I’ll walk you through real content examples I use and recommend for each stage of the funnel: TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel)—so you’re not just guessing what to create next.

If you’re creating content without thinking about where your lead is in their journey, you’re basically writing for no one.

A cold visitor doesn’t want a pricing comparison. A hot lead doesn’t need a beginner’s guide. Timing matters.

When your content is aligned with intent, it:

• Feels more helpful and less salesy
  
• Builds trust without forcing it
  
• Moves people naturally from awareness to action
  

That’s the goal. Let’s look at what content works best—stage by stage.

At the Top of Funnel, your audience is just becoming aware of a problem—or they’re looking for information that might lead them to one.

Your content here should be focused on education, not promotion.

• Blog Posts: “What is [concept]?”, “Why [problem] happens”, “How to get started with [topic]”
  
• Infographics: Quick visual explainers that simplify big ideas
  
• Introductory Videos: Light, under-3-minute content that introduces a concept
  
• Checklists or Quick Guides: Downloadable PDFs that help someone solve one small part of a problem
  
• Social Media Educational Carousels: “5 Mistakes People Make When…” or “3 Quick Wins for…”
  

A client in the project management software space used a blog post titled “Why Your Team Hates Using Project Tools” as TOFU content. It wasn’t about their product. It was about the frustration their audience already felt. It led to thousands of qualified visits that eventually converted through smart retargeting.

Need more strategy for the top of the funnel? Explore my TOFU content strategy guide.

In the Middle of Funnel, your lead knows the problem. Now they’re comparing solutions and providers.

Here’s where your content should start showing why your approach makes sense—without being too aggressive.

• Case Studies: Highlighting specific wins for relatable clients
  
• Comparison Guides: “How We Stack Up Against [Competitor]”
  
• Webinars: Live or recorded sessions that dive deeper into a solution
  
• Email Sequences: Educational follow-ups after lead magnet downloads
  
• Templates or Toolkits: More advanced than TOFU freebies, tied to strategic goals
  

For a client offering consulting services, we created a downloadable toolkit called “The 3-Step Client Onboarding Checklist.” It was offered after a blog post and followed by an email sequence that included client stories and expert tips. It didn’t pitch directly—but it built a ton of trust.

You can learn more about how I structure this kind of nurturing in my MOFU guide.

Now we’re at the Bottom of Funnel. These leads are warmed up and considering action. Your content here should remove doubt, boost confidence, and clearly explain the next step.

This is where clarity and relevance win—every time.

• Product Demos or Free Trials: “See it in action” beats “read about it” every time
  
• Sales Landing Pages: Focused pages with benefit-driven copy and clear CTAs
  
• Testimonial Videos: Real people, real results—speaking to real concerns
  
• Pricing Pages: Simple, transparent, and focused on value
  
• Objection-Handling FAQs: Short-form content that tackles final hesitations
  

One SaaS client added a short testimonial video to their demo request page. Conversion rates jumped 34% almost immediately. Why? It addressed the biggest concern leads had—before they had to ask.

You can find more bottom-funnel strategies in my BOFU content breakdown.

Good funnels aren’t built in isolation. TOFU should feed MOFU. MOFU should lead into BOFU. Each stage connects through a smart content path.

Here’s how I do it:

• Blog post (TOFU) → Checklist opt-in (TOFU/MOFU bridge)
  
• Email nurture (MOFU) → Webinar or case study (MOFU)
  
• Call-to-action → Demo request (BOFU)
  

It’s not about having a lot of content. It’s about having the right content—and placing it where it makes the most sense in the journey.

Want to see this strategy mapped out? I lay it all out in my full-funnel journey guide.

Here are a few mistakes I see often (and fix regularly):

1. Putting BOFU CTAs in TOFU blog posts. You’re asking too soon.
   
2. Offering lead magnets with no follow-up. You’re missing your MOFU moment.
   
3. Keeping everything generic. Each stage needs specific messaging and tone.
   
4. Measuring everything by conversions. Not every piece is designed to close—it’s designed to move.
   

Need help identifying where your funnel is leaking? I break it down step-by-step in this funnel mistakes guide.

The best content doesn’t just inform—it leads.

When you align the right content with the right funnel stage, your marketing becomes less about pushing and more about guiding. People find answers. They see their pain points reflected in your message. And when it’s time to convert, they don’t need convincing—they’re ready.

Start by creating just one strong piece for each stage:

• A helpful TOFU blog
  
• A clear MOFU case study
  
• A sharp BOFU landing page
  

Then connect the dots—and watch your funnel finally work like it should.

Need help building the content flow that gets real results? Let’s build a strategy that doesn’t just make noise—it drives action.