What Is a Content Marketing Funnel? How to Build an Effective Content Marketing Funnel [Study]

Did you know that 87% of marketers create content for different customer journey stages? Understanding which format works best at each stage is a great asset in terms of delivering value to your audience and building a stronger content marketing strategy for your business.

To learn how to successfully map content to the funnel stages you need to look into a study made by SEMRush with 350 marketers across the globe shared their expertise.

With this survey, we aimed to create a comprehensive picture of how marketers use content throughout the funnel, what channels work best, and what metrics they use to measure results.

And, today, we’re happy to share the study results with you.

We hope that our findings will help you pinpoint your funnel shortcomings and gather new ideas to test or improve your content marketing funnel.

What Is a Content Marketing Funnel?

A content marketing funnel is a system that helps a brand to attract potential clients and guide them through their journey from the first interaction to conversion to a paying customer.

Marketing experts define 3 main stages of the funnel: TOFU (top of the funnel) attracts attention, MOFU (middle of the funnel) generates leads and BOFU (bottom of the funnel) drives payments. At each stage the user intent is different, which means that your content will pursue different goals and the results will be measured in different values.

The crucial question you have to answer as a marketer is what content will satisfy the informational needs of your potential customers at a specific step. Read on to learn from hundreds of marketers we surveyed.

With our survey, we found that the vast majority of marketers create content for all customer journey stages. 95% of our respondents create TOFU content, 86% MOFU content, and 76% BOFU content.

Discover how to build an effective content marketing funnel here.

Additional Links:

Content Marketing Statistics You Need to Know in 2020

Anatomy of Top Performing Articles

The State of Content Marketing Report