LeadMagnetGeniusTo see how content fits at various stages: - Awareness Stage (Top of Funnel): The person realizes they have a need or problem. They’re searching for general info. Content needed: broad helpful stuff, entertaining or informative – no heavy sales. E.g., “What is ?”, “How to ”, thought leadership pieces. The goal is to attract a large but relevant audience. Formats: blog posts, videos, infographics, social posts, podcasts that are easy to find/share. - Consideration Stage (Mid Funnel): They know what they need roughly and are looking at options or solutions. Content needed: more detailed, comparing approaches, addressing specific considerations. E.g., “Case Study: How Company X Improved Y with Z”, “Webinar: 5 Solutions to ___ (with Q&A)”. The goal is to nurture leads – show your expertise, provide deeper value, and introduce how your product/service might be a solution (lightly). Formats: ebooks, whitepapers, webinars, detailed guides, comparison charts. - Decision Stage (Bottom Funnel): They are close to choosing a provider/product. Content needed: stuff that seals the deal. E.g., “Free Trial”, “Product Demo Video”, “Customer Testimonials Video”, “FAQ article addressing any last doubts”. This content should make it easy to say yes and remove final fears. Formats: demos, case studies (again, now with emphasis on your product), product-focused blog posts or videos, consultations.
And after decision, you have Retention/Loyalty Stage: - Retention Stage: Content to onboard and delight. E.g., “How to get started with [product]” tutorials, user community forum content, newsletters with tips for customers, etc. Possibly also content that invites feedback (like surveys or interactive content).
So content is truly used at each stage – just in different ways.