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Gone are the days when product alone could attract customer attention. Marketers today need content marketing to satisfy potential customers' voracious appetite for information and social proof.

Which is why B2B content marketers need to understand the three stages of the B2B content marketing funnel to ensure your content meets potential buyers' needs and interests. Here they are:

1. The Top of the Funnel

This stage of the B2B content marketing funnel deals with creating awareness about your business.

The content should focus on making your target audience understand what you can do for them. Most of the time, it's about making them aware of a problem that they may have, along with how you can provide a solution.

Blog posts, infographics, product-demo videos, guest posts, whitepapers, and social media posts are some of the ways you can create awareness.

2. The Middle of the Funnel

This stage of the B2B content marketing funnel deals with building customer engagement.

Once your potential buyers know about your business, it is time to deepen that connection. The content in this stage will help your target customers evaluate your business and build trust.

Webinars, e-books, executive guides, and case studies are some of the ways you can deepen customer engagement.

3. The Bottom of the Funnel

This stage of the B2B content marketing funnel is perhaps the most important. Here, potential buyers convert to actual customers.

The content in this stage should create authenticity and trust, which may lead your potential buyers to purchase from you. Personal interactions, phone consultations, product demos, customer reviews, and testimonials are some of the ways that ensure lead conversion.

This stage is where you discover how successful your content marketing has been. You can always go back and make changes if you do not get the desired results.

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To learn more about B2B content marketing funnels, check out this infographic from

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image of Dan McGaw

Dan McGaw is an award-winning entrepreneur and speaker. He is the founder and CEO of, a campaign management and data governance tool. He is also the CEO of Effin Amazing, a marketing analytics and marketing technology agency.

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