Why your B2C Content Strategy Needs to Move Down the Funnel
Svetlana Stankovic
Marketing Advisor, Leadership Coach and a Podcast Host. Occasionally poet and peacemaker, but above all… Woman in Tech
If your organic strategy still leans heavily on top-of-the-funnel content, the rise of AI-driven search and large language models (LLMs) is a clear signal to rethink this approach. While awareness content remains valuable for capturing initial interest, AI summaries and “zero-click” answers are making it harder to rely on top-funnel content alone. In an environment where consumers may get answers without a click, it’s essential to adjust your strategy to engage audiences more deeply and increase conversions by moving down the funnel.
Why Moving Down the Funnel Matters for B2C Brands in an AI-Powered Search Environment (AI Overviews, Search GPT, Bing...)
Today, many users are presented with AI-generated answers directly within the search results. This means that consumers can sometimes get the information they need without ever clicking through to your website. For B2C brands, this shift emphasizes the importance of mid- and bottom-funnel content, where potential buyers—those actively evaluating products and closer to making purchase decisions—are less likely to be satisfied by a quick AI summary.
When you focus on mid- and bottom-funnel content, you’re better positioned to connect with those who are ready to make a decision, offering the deeper insights and reassurances that help them commit. Bonus: AI isn't quite effective at creating truly original and impactful content for this stage of the buyer's journey!
Mid-Funnel Content Ideas for B2C
AI-generated answers can provide quick, surface-level information, but they often lack the depth required for mid-funnel content. At this stage, buyers are actively comparing options, evaluating features, and trying to determine which product is best suited to their needs. AI can deliver a concise answer, but it doesn’t offer the nuanced, personalized insights that detailed comparison guides, how-to articles, and product-focused content can provide. These pieces of content engage consumers in a way that AI can’t, showing how your product fits into their lives, offering in-depth analysis, and addressing their specific pain points with real-world examples.
Posts like “Product A vs. Product B: Which Is Right for You?” cater to shoppers narrowing down their choices. Providing comparisons of features, quality, and price helps potential buyers understand the differences and gain clarity.
Articles such as “How to Style [Product] for Different Occasions” or “Creative Ways to Use [Product]” go beyond general awareness, helping customers see how your product fits practically into their life, which builds emotional and practical connection.?
A concise video that demonstrates what your product does, its key benefits, and what makes it unique provides clarity and builds trust, giving potential buyers confidence in their expectations.
Content that explains advanced features is valuable for mid-funnel buyers looking for products that offer longevity and flexibility. This helps highlight your product’s potential to meet future needs, enhancing its appeal.
A series of emails educating users on product details, use cases, and benefits helps you stay top-of-mind and nurtures the relationship. This consistent engagement fosters trust and positions your product as the ideal solution.
Interactive sessions like webinars or live Q&As allow customers to ask questions directly, creating a more personal connection. This can help address specific concerns and show the human side of your brand.
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Bottom-Funnel Content Ideas
When it comes to bottom-funnel content, AI answers are even less effective. At this stage, potential buyers are looking for assurance: social proof, detailed product demos, and clear policies that make them feel confident in their decision. AI can provide a summary, but it lacks the authenticity and trust-building elements that come from real customer reviews, product demonstrations, and tailored guarantees. AI doesn’t understand the emotional and psychological factors driving the purchase decision, such as overcoming doubts about shipping costs, returns, or product longevity.
Bottom-funnel content needs to address these real concerns, offering personalized solutions and reducing friction in the buying process, something AI simply can’t replicate in the same way a thoughtfully crafted piece of content can.
Social proof is critical at the bottom of the funnel. Customer photos and reviews showcasing product use help reassure hesitant buyers and create relatable proof that builds confidence in their decision.
Providing detailed information on shipping and return policies helps reduce uncertainties, especially for buyers who want flexibility if they’re not satisfied. It can also reassure those hesitant about making an online purchase.
An FAQ page that answers final-purchase questions, such as return policies, care instructions, and warranties, can help address any last-minute doubts and guide customers comfortably toward completing the purchase.
Short videos that showcase your product in action give buyers a realistic understanding of what they’re purchasing, making them feel more informed and confident in their choice.
Highlighting current promotions, seasonal sales, or limited-time discounts adds urgency for buyers considering a purchase but who may need a small nudge to commit.
Free trials or samples remove the risk, making customers more comfortable with their purchase and increasing the likelihood that they’ll commit after a positive experience.
Why a Full-Funnel Strategy is Critical in Today’s AI-Driven Search Environment
Shifting your B2C content strategy down the funnel helps move potential buyers from “I’m interested” to “I’m ready to buy.” With AI handling more and more top-of-the-funnel answers, we must use mid- and bottom-funnel content to engage customers where they are, answer their specific questions, and guide them toward confident decisions. A full-funnel approach doesn’t only keep our traffic; it also drives action, ultimately creating a loyal customer base ready to choose our brand.