Here, I focus on content that builds credibility. Product comparison guides, expert explainers, and case studies work well — especially when they help buyers understand how different solutions align with their priorities.
Content Marketing Funnel Example
Someone might search “project management software vs. spreadsheets” or “best tools for remote team collaboration.” They‘re evaluating options, not ready to buy — so the goal is to inform, not push. When I position content around their criteria rather than just my product’s features, I see much higher engagement.
Decision Stage
At this point, buyers have done their research and picked a solution category --- now they‘re choosing between vendors. They’re comparing pricing, reading reviews, analyzing features, and trying to make the most confident decision possible.
The decision stage is where I bring in content that removes friction and answers “Why choose us?” Customer testimonials, ROI calculators, live demos, and free trials work well. I've found that offering real people to talk to — consultations or strategy calls — can make a big difference in helping buyers close the deal.
Content Marketing Funnel Example
Typical searches might be “Asana vs. Trello vs. Jira” or “best project management software for startups.” The buyer isn‘t browsing — they’re choosing. If your content makes that decision easier, you've added value before the first sales conversation.
Why Creating Content for the Buyer's Journey Is Important
Without considering the buyer‘s journey, your content will miss the mark. I’ve seen brands publish dozens of blog posts and still fail to convert — not because the content was bad, but because it wasn't what their audience needed at that stage.
To create content for every funnel stage that performs, djibouti telemarketing database you need to understand how your audience thinks, what they struggle with, and how they make decisions. From there, you can map content to the right stage and start leading people forward instead of losing them in the gaps.
Colleen Barry, head of marketing at Ketch, puts it perfectly: “Content isn't just about attracting clicks, it's about guiding potential customers through a decision-making process. If your content doesn't match their stage in the journey, you'll either overwhelm them with too much information too soon or leave them hanging without enough details to make a decision.”
ToFu content sparks curiosity. MoFu builds confidence. BoFu gives people reasons to act. When these pieces work together, conversion rates improve --- and so does your relationship with your audience.
Of course, knowing the stages is one thing — creating the right content at the right time is another. And to keep everything organized and measurable, I recommend using a content marketing platform to track how your content is performing at each stage.