Two Common Funnel Fumbles (and How to Avoid Them)
As a marketing professional, you’re no stranger to the buyer’s journey funnel: Awareness, Interest, Consideration, Conversion, Retention. You’re tasked with guiding potential customers through this process, but even seasoned marketers can fall into a few common traps.
Two of the most frequent mistakes?
Misaligning the content you create for the top of the funnel.
Overinvesting in top-of-funnel efforts while neglecting the middle and bottom.
In this post, we’ll unpack why these missteps can cost you and how to course-correct for more effective results.
Mistake 1: Misaligned Top-of-Funnel Content
The Problem:
Imagine crafting an awareness-stage blog post designed to attract new audiences, but it’s peppered with product-focused language or overly detailed instructions on how to implement a solution. You’ve inadvertently turned what should be curiosity-driven content into something that belongs at the bottom of the funnel.
This mismatch:
Confuses potential customers.
Alienates those not ready to engage deeply or make a purchase decision.
Why It Happens:
Pressure to generate leads or conversions often blurs the line between funnel stages, especially when metrics like ROI dominate the conversation.
The Fix:
As a marketing professional, ensure your top-of-funnel content stays true to its purpose: building awareness and piquing interest. Ask yourself:
Is this educational or entertaining?
Does it inspire curiosity rather than demand action?
Examples of Effective Awareness Content:
Blog posts answering broad questions (e.g., “What Is X and Why Does It Matter?”).
Infographics or videos explaining trends.
Thought-leadership pieces that highlight challenges without delving into solutions.
Mistake 2: Overloading the Top of the Funnel
The Problem:
Many marketing teams pour nearly 90% of their efforts into creating awareness-stage content, leaving little room for mid- or bottom-of-funnel strategies. While it’s tempting to cast a wide net, this approach often backfires—especially for emerging companies.
Why It’s a Big Deal:
Established competitors already dominate the top-of-funnel SEO landscape with general “how-to” and “did you know” content.
Without strong mid- and lower-funnel assets, you’re missing opportunities to guide prospects toward a purchase decision and build loyalty with existing customers.
The Fix:
Rebalance your marketing efforts to ensure every stage of the funnel gets attention.
Top-of-Funnel: Focus on creating unique, attention-grabbing content that distinguishes your brand.
Example: Instead of generic “how-to” blogs, write about less-discussed trends or insights drawn from your expertise.
Middle-of-Funnel: Nurture interested prospects with content that helps them evaluate their options.
Example: Case studies, white papers, or comparison guides showing how your solution stacks up.
Bottom-of-Funnel: Create assets that drive action.
Example: Free trials, consultations, or testimonial videos addressing common objections (depending on the nature of your business, offering and industry)
Retention: Don’t neglect the post-purchase phase. Build loyalty with newsletters, user communities, and personalized offers.
Key Takeaways for Marketing Professionals
Content Alignment Matters: Every stage of the funnel serves a distinct purpose. Keep awareness content educational and save product pitches for the consideration or conversion stages.
Diversify Your Efforts: A balanced content strategy ensures you’re not only attracting prospects but also converting and retaining them.
Focus Where It Counts: As an emerging company, investing in mid- and bottom-funnel content can help you stand out against established competitors dominating the awareness space.
Start by auditing your existing content library. Are you overinvested in one area? Are your assets aligned with the buyer’s journey? Addressing these gaps could be the difference between a leaky funnel and a high-performing one.
Still wondering? Schedule a free 15 minutes meeting with us and let’s ensure your funnel doesn’t just attract—it converts.
