A content marketing funnel is a way to visualize the journey people take from first hearing about your business to becoming a loyal customer. 

Why do I need one?

If you know where people stop along their journey, you can make it easier for them to keep going!

If you only focus on the conversion part (getting people to buy), it’s like having a lemonade stand with no sign, no smell of fresh lemons and no one offering free samples.

People won’t know you exist, and fewer will stop by.

A strong consumer journey makes sure people see you, get curious and trust you—so that when it’s time to buy, they’re ready. Skipping the first steps means missing out on a lot of customers! 🍋

Your ultimate content planning hack

It isn’t just a way to understand your customer’s journey—it’s also a powerful tool for planning your content. It can serve as a comprehensive guideline for the content you create throughout the year, across your entire channel ecosystem: social media, email, website and beyond.

  • Instead of guessing what to post, the funnel helps you create content with intention. You’ll know whether a post is meant to attract new people (awareness), nurture relationships (consideration), or drive sales (conversion).

  • People need different information at different stages. Someone discovering your brand for the first time might need an inspiring story, while someone ready to buy might need a detailed FAQ. The funnel helps you tailor content to meet people where they are.

  • When you map your content to the funnel, it’s easier to plan your calendar. You can balance content that attracts new audiences with content that nurtures and converts, ensuring you’re not just gaining followers but turning them into loyal customers.

  • The funnel helps you spot areas where you might be missing out. Maybe you’re great at creating engaging social posts (top of the funnel) but don’t have strong follow-up emails (middle of the funnel). Recognizing these gaps helps you refine your strategy.

The goal is to help them move through the steps, like going down a slide, from the top to the bottom.

  • Attract 'strangers'

    Top of the funnel

    This is when people are just getting to know you. You show them fun, helpful or interesting things to grab their attention.

  • Nurture ‘acquaintances’

    Middle of the funnel

    Now that they’re curious, you keep helping them by showing them more things that solve their problems or answer their questions. This is when they start to trust you more.

  • Convert ‘friends’

    Bottom of the funnel

    Now, they’re ready to make a decision. You show them why your product or service is perfect for them with reviews or special deals, so they decide to buy.

  • Retain ‘best friends’

    Tip of the funnel

    Once they’re a customer (or friend), you keep them happy by sending them cool stuff like special offers or thank-you emails, so they stay loyal to your business.

Ready to build your own content marketing funnel?

Let’s chat!