June 2, 2026
What content to create for each stage of the sales funnel?
Publishing content without a strategy for the funnel is like sending messages into the void: a lot of effort, few results. The difference between a brand that generates content and one that generates conversions lies in one word: intention. Each stage of the sales funnel requires a different type of content, designed to solve a specific user need and bring them one step closer to the purchase decision.
In this guide, you will find exactly what content to create for the stages, backed by performance data and connected with a comprehensive digital marketing strategy.
Explore our section dedicated to social media strategies to complement your content approach with the right distribution on each channel.
The updated sales funnel
Before breaking down the content, it is essential to understand how the modern sales funnel works. The most relevant change today is the impact of artificial intelligence in the early stages of the funnel. Users arrive at websites more informed than ever, making the content of the middle and lower stages of the funnel more decisive for conversion than pure top-of-the-funnel traffic.
TOFU: Attract and generate awareness
The top of the sales funnel is where you capture the attention of people who do not yet know your brand or are just identifying a problem. The goal is not to sell; it is to educate and position your brand as a reliable source of information.
SEO-optimized blog articles: They are the pillar of organic traffic. Each article should answer a specific question that your audience is actively searching for. The key is in keyword research and content quality: Google rewards content that demonstrates expertise and authority (E-E-A-T).
Short educational videos: A 60-90 second video explaining a relevant concept for your audience can generate more interaction than a full article. Discover the 7 elements that viral videos share to maximize the reach of your audiovisual content.
Infographics and visual content: Complex data presented visually is shared more and generates greater organic reach on social media.
Social media posts: Content that generates conversation, solves micro-problems, and establishes your brand's personality to new audiences.
To accurately measure the impact of your TOFU content, get to know the 7 key social media analysis metrics that every marketing team should monitor.
MOFU: Nurture and build trust
This is the stage where visitors already know their problem and are evaluating options. MOFU content must demonstrate that your brand not only understands the problem but also has the most suitable solution.
Case studies and success stories: Nothing builds trust like showing real results with real clients. A well-documented success story is the most compelling proof that your proposal works.
Webinars and training content: Live or recorded sessions that delve into a specific topic position your team as experts and generate qualified leads through registration forms.
Downloadable guides and comparisons: High-value content that the user receives in exchange for their contact details. These pieces should solve a specific problem and demonstrate depth of knowledge.
BOFU: Convert
The bottom of the sales funnel is where the content strategy translates directly into revenue. Users at this stage already know what they need and are comparing final options. Your content should eliminate the last objections and facilitate the decision.
Testimonials and social proof: Including customer testimonials in the BOFU stage can increase conversions. Reviews, ratings, and video testimonials are the most powerful tools to resolve the final objection of "will it work for me?".
Detailed service/product pages: Complete descriptions that connect the features of your offer with the specific benefits the customer is looking for. It's not about listing functionalities, but about answering "how does this solve MY problem?".
Direct comparisons: Transparent content that compares your solution with market alternatives. Honesty in comparisons generates more trust than one-way promotion.
Avoid the 10 most common mistakes when launching SEM campaigns so that your advertising investment in the BOFU stage translates into real conversions, not wasted clicks.
The forgotten stage: Post-sale
The funnel does not end with the sale. Existing customers are the most profitable source of growth.
- Onboarding emails: Guide the new customer to get the most value from your product or service
- Exclusive content: Advanced tutorials, early access to news, or event invitations
- Satisfaction surveys: Identify improvement opportunities before they become reasons for cancellation
- Referral programs: Turn your satisfied customers into active promoters of your brand
An example of how a well-executed strategy multiplies results is the success story of Dymatize, where a comprehensive social media approach generated a +870% impact in their market.
The right content, at the right time
The sales funnel is more than a theory; it is the essential framework to ensure that your content produces concrete results rather than just being digital filler.
At Brand Industry, we believe that the key to transforming your digital presence into a predictable engine of conversions is creating specific content for each of its stages.
Discover how we can help you build a sales funnel that makes your content the most profitable asset of your company.
