Top of the Funnel
At this early evaluation stage, marketers typically use long form blog content to grab referral and organic traffic and introduce a brand to the audience. Other types of content at this stage include:

• eBooks and white papers
• Reports
• Infographics

 

Middle of the Funnel
At this stage, it’s not uncommon to use email marketing, segmented by audience and intent, to build a relationship with the audience. Other types of content for the evaluation stage include:

• Comparison white papers
• Expert guides
• Live interactions including webinars

 

Bottom of the Funnel
At this phase, you want to leverage content that persuades your audience to make a purchase. This can include:

• Trial downloads
• Demos
• Infographics
• Product literature or buyer guides
• Further case studies