What type of Content Works Better in each Sales Funnel Stage?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

One of our biggest challenges is to make sure we have the right message for buyers as they go through the buying process. Another challenge is to deliver it in a way that they want to receive it.

I recently read an article by Jeffrey L. Cohen in Social Media B2B, The Most Effective B2B Content Types for Each Funnel Stage that I found very helpful. He summarizes a study by Regalix that asked B2B marketers to indicate which content types were most effective at each stage of the sales funnel.


Awareness – it makes sense that social media, blog posts and infographics would be used to get your attention.

Consideration – they narrow their search by looking at white papers, visiting websites and web-based events.

Purchase – when they make a purchase the website, case studies, research reports and videos top the list in helping close the deal.

Loyalty – keep in front of them using newsletters, social media, email, mobile and web-based events.

Advocacy – when someone becomes your advocate, you’ve hit the holy grail. Best way to touch them is with social media, blog posts or videos.

How do these content types shape up to what you’re seeing?

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