Where Does Content Fit into My B2B Marketing Funnel?

A great content marketing strategy requires an investment into copywriting, research, editing, and oftentimes design and marketing distribution. Content marketing generates over three times as many leads as outbound marketing and costs 62% less, according to DemandMetric. So it makes sense that you want to invest in content and get the most mileage out of your content resources.

For B2B marketers, content is a major area to increase investment. Fifty percent of B2B marketers increased their investment in content between 2018 and 2019.

Share of B2B marketers planning changes to their content marketing budgets in North America between 2018 and 2019 Change of B2B content marketing budgets in North America 2019

One of the biggest content mistakes that marketers make is creating content without understanding a goal for their sales funnel. However, the sales funnel is important so that you know how to position your content piece, write it, and distribute it. Without this plan in place, you risk wasting resources on content with no impact or purpose. You will find yourself building and building literature, but not distributing strategically.

Content marketing

Here are some considerations for positioning content within the B2B marketing funnel.

Each Content Offer Has a Goal

A piece of content can serve many different functions — for example:

  • You can publish blog posts around a topic of authority to help your website rank in Google search and earn visibility with new leads.

  • You can also invest in a research report that appeals to industry leaders and proves your company is a trusted, knowledgeable partner.

  • Or you can create sales content to show off a feature of your software or solution and highlight some major takeaways.

However, the most successful content offers will be targeted to one goal, and one particular place in the funnel — awareness, consideration, or decision.

Buyer journey stages for content strategy

While a content offer can be used in different ways (like email nurtures, paid campaigns, and sales outreach) make sure you have a stated goal for each content piece: to drive brand awareness, to convert website visitors into leads, or to nurture qualified leads into customers. It will help focus your writing and implementation strategy if you have a specific goal in mind.

Furthermore, you need to consider a lead’s perspective when you write. When you’re writing a blog post, it’s likely that the reader found your article somewhere online and doesn’t know anything about your company yet.

With that in mind, that it will be confusing or unappealing if a blog post tries to take on the job of a sales call. Instead, the goal of your blog posts should be to educate leads, gain new brand exposure and earn keyword traction so that you can bring new visitors in who will hopefully convert.

Repurposing Content to Achieve Other Goals

You spend a lot of time creating quality content. So while you certainly don’t want to “cut corners,” you should repurpose your content to achieve additional goals without reinventing the wheel.

Using content in the sales process

Some ideas for repurposing content may include:

  • Take a series of blog posts and repurpose them into a branded eBook, then gate the eBook on a landing page and set a goal for conversion.

  • Take a long research report that you use to attract new leads, and recycle some statistics into a 1-2 page sales sheet about your company’s unique positions. This report then becomes a tool to nurture leads into sales opportunities.


Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. –DemandGen


You can also repurpose content for different audiences. For example, a generic case study can easily be rebranded for a specific vertical, or advertised with personalized ads for an account based marketing campaign, such as “What can [company name] learn about improving their processes 250% from this case study?”

Giving your content a new look, format, and platform can help you achieve completely new KPIs from existing work.

Audit Your Funnel for B2B Content Ideas

Take a look at your sales funnel performance for quick ideas on content offers. Are you struggling to bring in new leads at the top? Then you should invest more in blogging and in awareness-stage pieces built with new audiences in mind. Are you generating leads but not closing new deals? The answer here is building an arsenal of sales content like demo videos, case studies, and testimonials to help nurture leads further in the funnel.

Sales lead nurturing with content

Take inspiration from the metrics in your sales funnel, and pay attention to the impact of each content offer on your results.


Content marketing is important for your entire B2B funnel, but you will see the best results if you create content with a goal in mind, repurpose and rebrand to get more mileage from your work, and take inspiration from your funnel pain points.

Sources used:

DemandMetric, demandmetric.com/content/content-marketing-infographic


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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.