- The Content Marketing Lab
- Posts
- The Content Marketing Funnel (And Why Most Local Businesses Skip Half Of It)
The Content Marketing Funnel (And Why Most Local Businesses Skip Half Of It)
Spoiler: most folks never make it past the top of the funnel.
Aaron Margrabe
June 30, 2025
👋 Hey there
Last week, I chatted about common myths that hold local businesses back. This week, let’s dive into the content marketing funnel—the roadmap from “Who’s that?” all the way to “Shut up and take my money!”
Spoiler: most folks never make it past the top of the funnel.
1. You’ve probably heard of funnels before, but what is it actually?
Most people agree funnels have 3 stages:
Awareness (Top-of-Funnel, TOFU) – People discover you.
Consideration (Mid-Funnel, MOFU) – They’re aware of you and intrigued.
Decision (Bottom-of-Funnel, BOFU) – They’re ready to buy or book.
Every piece of content you create should slot into one of these stages. Skipping any stage is like throwing away half your leads.
2. Where most people stop (spoiler: too early)
Let’s say you’re a small bakery in your town.
You’re nailing the eye-catching cake reels (TOFU). They get tons of likes, but almost zero new orders. Why would that happen? If you never give viewers a reason—or a way—to move forward, have no “Learn more” guide, no behind-the-scenes blog, or no easy way to place an order online, you’re not helping people get past discovery. In other words, that’s stopping at Awareness and leaving money on the table.
3. Content for each funnel stage
Stage | What You Need | Example for a Local Business |
|---|---|---|
Awareness (TOFU) | Broad, attention-grabbing content | Instagram reels showing your signature dish |
Consideration (MOFU) | Educational, trust-building content | A blog post: “5 Reasons Our Pizza Stands Out” |
Decision (BOFU) | Clear CTAs and proof social proof | A landing page with customer testimonials + “Book Now” button |
TOFU tip: Think snackable: 15-second tips, local event shout-outs, “behind the counter” glimpses. These can even be videos that aren’t necessarily implicitly related to what you do and these can be pieces of content just designed to get in front of people who don’t know you exist
MOFU tip: Offer value: downloadable checklists, “how we make it” videos, free mini-webinars. Think videos that people know who you are but maybe now you’re trying to convince them to better understand what you offer.
BOFU tip: Seal the deal: limited-time offers, case studies, and crystal-clear CTAs (“Call us today,” “Book online in 2 clicks”).
4. How to audit your funnel
Map your existing content. Write down every piece you’ve published in the last month and tag it TOFU/MOFU/BOFU.
Spot the gaps. Do you have more TOFU than MOFU or BOFU? That’s where you’re losing people.
Check your calls-to-action. Does each post/blog/video tell people what to do next? If not, add a simple next step: “Learn more,” “Download,” or “Book.”
(Super helpful tip, try and have a way to sell people natively on your content. Facebook, Instagram, TikTok, none of them want users to leave the platform. If people have a way to buy with you on the chosen platform, the better)
Measure real engagement. Track website clicks, form fills, or DMs—not just likes and shares. Those are your true funnel metrics.
Action Steps for This Week:
Audit your last 10 posts: where do they live in the funnel?
Pick one MOFU content idea (a short guide or case study) and schedule it.
Add or refine a BOFU CTA on your website or socials.
That’s it for Week 3! Make sure you’re not just building awareness—keep guiding your audience all the way to that sweet sale or booking. Got questions or need a hand? Just hit reply, and let’s troubleshoot your funnel together.
Talk soon,
Aaron @ The Content Marketing Lab 🚀