Choosing the Right Content Mix for Your Sales Funnel
This article was published on November 10, 2025
Categorized in: Content
We know that content is an important part of your digital marketing strategy. However, there are a lot of factors that go into creating a good content marketing strategy. We tend to focus not the activities rather than the big picture. For example, you may be prioritizing getting articles posted on your company blog, which is technically an activity and not a strategy. It only becomes part of the strategy if a lot of thought got put into creating it.
One of the more forgotten pieces of the content marketing puzzle is that your content mix matters even more than you might realize, especially for the sales funnel. Here’s a look at why this might be the case.
Focus on Building Awareness
The initial stages of the sales funnel are focused on building awareness. In this stage, your audience is still learning about who you are and what your offer is. Since they are still in the learning stages, your content should reflect that. If you introduce advanced topics to prospects at this stage, you will lose them. They may click away from your social media or your website to find the information they are looking for elsewhere.
What kind of content mix works well in this stage? These pieces are easy, digestible, and can empower someone. Focus here on educational content, delivered through short-form content, like on social media, articles posted on your website, or even videos posted on your website and social media. A good mix in this case focuses on a few mediums to accommodate people’s varying learning styles. This is the stage where they are working to recognize the problem they may be happening.
Creating Content to Nurture Leads
The next phase is where you nurture those prospects that came into your funnel through your awareness-oriented pieces. In the early stage they are working on recognizing their issue, it is now time for them to weigh their options for how to solve it. Your products and serves are going to be in the running for helping them understand this. This means that your content mix should dd depth and proof.
This is the stage where content such as comparison guides, buyer’s guides, product content, and company methodology information will work well. You can mix things up by offering articles, videos, and even hosting webinars to teach on different topics and frameworks.
Help Prospects Make a Decision
Your ultimate goal is for your prospects to use your content to guide them through the decision-making process. As your prospect moves along the funnel, you serve them by not only offering a mix of topics, but also by doing so through a mix of formats. This final stage of the sales funnel is unique because those who are in this phase already know about your company and you products.
They just might now yet if you could really help them. Content like this should address harder to answer questions, give nuggets of information and insights, and maybe even help overcome sales objections. This is where your FAQ-style content comes in handy, as well as maybe even a webinar that gets more in depth, or even a detailed video.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has over 25 of years digital marketing experience. He specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
Listen to Nick Stamoulis speak at the AI Marketing webinar on 12/10/25
