The marketing funnel
- Top of funnel (awareness): reach people who are learning about a problem.
- Middle of funnel (consideration): help them compare solutions and build trust.
- Bottom of funnel (decision): convert them with offers, demos, quotes and proof.
Typical top-of-funnel content
- Blog posts and guides that answer common questions
- Social media posts and short videos
- Podcasts, infographics and free tools
- Display and video advertising aimed at new audiences
How to measure it
Look at reach, new visitors, organic traffic to informational content, engagement and newsletter sign-ups rather than direct sales. Top-of-funnel work pays off later, when those people come back ready to buy.