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Quick: to the bottom of the sales funnel!

Mar 17, 2018 9:53:00 AM

The sales funnel is the three stages customers go through leading up to their decision to buy something.

  • Awareness at the top
  • Evaluation in the middle
  • Purchase at the bottom


Customers are looking for different things in each stage, so customize the content to fit the stage.

Top of the Funnel

Your goal: brand awareness/customer education

Their goal: solve problems/get answers/meet needs

Content to use:

  • blogs
  • social posts
  • ebooks


Middle of the Funnel

Your goal: proving your worth

Their goal: perusing solutions

Content to use:

  • guides
  • webinars
  • comparison whitepapers


Bottom of the Funnel

Your goal: customer conversion

Their goal: final decision

Content to use:

  • case studies/testimonials/reviews
  • trial offers
  • demos


Each stage of the funnel requires a different approach, but no matter which stage you're creating content for, the key is determining who your audience is and what they need to hear in that stage.

Building a Killer Content Strategy

Topics: Leads-Sales

Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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