Importance of B2B Content Marketing Funnel

Today, content rules when it comes to promoting your business online. That’s true whether you sell to consumers or other businesses. 

Inbound marketing has helped B2B content marketing funnel to evolve over a period of time. It has become much better and useful than outdated outbound marketing strategies.  

These days customers rely on content to make a purchase, products alone will not be sufficient to create awareness and trust. This makes understanding B2B content marketing funnel even more necessary.

How the content goes through the various stages of funnel is important for any kind of business. Here we will learn about three stages of B2B content marketing funnel and its importance for content marketing.

1. Top of the Funnel: Creating Cognizance

The content in this stage alerts and creates awareness of a need and a solution to

that problem. Most of the time your target audience does not even know that they need something till you make them realize it. That is what content marketing is all about, informing potential buyers about your business.

Below are the different content formats that help in creating awareness:

  • Blog Posts
  • Infographics
  • Guest Posts
  • eBooks
  • Social Media Posts
  • Podcasts

Additional resource: “How to upload a podcast to Spotify

2. Middle of the Funnel: Creating Assessment

Once you have informed your potential buyers about your business, then it’s time for its assessment. The content in this stage of B2B content marketing funnel will make your target audience evaluate and compare your business with that of the competition.

Below are the different content formats that help in business evaluation:

  • Webinars
  • Case Studies
  • eBooks
  • Executive Guides
  • White Papers
  • Sales Focused Content

3. Bottom of the Funnel: Creating Sales

This is the stage where all your marketing efforts pay off. The content of this stage will help in making the sales and converting your potential buyers into actual customers. The content creates the legitimacy of your business and gives that last push to the customers which makes them trust you with their business.

Below are the different content formats that will help in converting leads to sales:

  • Product Demo Videos
  • Testimonials
  • E-mails
  • Self-Assessments
  • Questionnaires

The B2B content marketing funnel will walk your content through every stage of a buyer’s journey from being potential to final. The optimization and creation of the marketing funnel help in giving a clear picture of your content marketing.

If you want to understand more about B2B content marketing funnels, check out this infographic from

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