
Content is far more than just information about what your company does and how it does it. It’s a critical asset that drives customer engagement, builds brand loyalty and—when done right—boosts sales. But if marketing content is mapped out without a clear understanding of its role in your company’s sales funnel, it can lead to missed opportunities and wasted resources.
The key to maximizing your content’s effectiveness is to ensure that it’s strategically constructed within each stage of the sales funnel in order to most effectively develop and nurture leads before converting those leads into customers.
What Is the Sales Funnel?
Without an understanding of how the sales funnel should operate, it won’t be possible to effectively target interested parties and guide them on the journey to becoming a customer or client. The sales funnel is typically divided into three stages: top, middle and bottom.
Top of Funnel | The top of the funnel is all about creating awareness. This is where potential customers encounter your brand or service for the first time. It’s the information stage: education, data, opinions and insight into the topics that relate to your business and make it shine. |
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Middle of Funnel | The middle of the funnel is where consideration takes place. Potential customers evaluate your products or services and see how they match up against your competitors. They are considering their options and trying to determine which solution might be the best fit for their needs. |
Bottom of Funnel | The bottom of the funnel is the decision stage. How do you guide the prospects down the road to make that all-important decision that your solution is the best fit for their needs? |
Keep Your Content Aligned With the Funnel
To make the most out of your brand marketing funnel, your content should focus on specific needs and interests of potential customers at each stage.
Create content for the top of the funnel by generating interest and educating your audience. Informative blog posts, engaging and descriptive graphics, podcasts and educational videos can all present compelling narratives that bring value and establish your company or brand as a thought leader in your sector. Content done well is likely to be shared across media and extend the reach of your message.
The middle of the funnel needs to be curated to help potential customers evaluate their options and bring them toward your particular solutions. More detailed content is necessary at this stage, with expert webinars or videos, case studies and specific product guides that effectively showcase your expertise and distinct advantages over your competitors.

At the bottom of the funnel, it’s time to hit your prospects with what they need to make the decision to buy your goods or sign up for your services. Free trials, demos and customer testimonials can work well here. A strong call to action (CTA) is the linchpin that compels prospects to make the move to become customers.
How Do You Know if Your Funnel Is Working?
In order to ensure that all of the effort you put into your content is effectively serving your sales funnel, you should track its performance at each stage. Use analytics tools and automation to monitor metrics like page views, time spent on specific pages, click-through rate (CTR) and conversion rate. This data can be incredibly helpful when attempting to adjust what content works best and where improvements should be made.
Remember that the goal of your content isn’t merely to attract visitors or get their attention. Content should serve as a guide to bring people through each stage of the sales funnel in a cohesive, targeted—and ultimately successful—campaign. Turning your audience into leads and those leads into loyal and satisfied customers can be achieved by crafting a content strategy that aligns with your sales goals and effectively serves each stage of the funnel.
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A proud Colorado native and one of Denver Business Journal’s Most Admired CEOs, Ricardo Baca is a serial entrepreneur, three-time Marketer of the Year, 24-year veteran journalist, two-time TEDx speaker, and drug policy architect.
Ricardo launched Clio-winning PR and marketing firm Grasslands: A Journalism-Minded Agency® in 2016 to super-charge businesses throughout the U.S., Latin America and Europe. Grasslands was awarded a Clio Award for its public relations program, two Emjays Awards for Public Relations Agency of the Year, and a Small Business Award from the Denver Business Journal.
In 2023, Colorado Gov. Jared Polis appointed Ricardo to the state’s first-ever Natural Medicine Advisory Board to contribute to policy development around the state’s psychedelics framework. In 2025, Ricardo launched Buy Colorado Day in partnership with the State Legislature, creating a new holiday—and powerful economic driver—that celebrates innovative Colorado brands of all kinds via consumers all over the world.
Capping off a wide-spanning career in journalism, Ricardo made international headlines as The Denver Post’s first-ever Cannabis Editor in 2013, as seen in the feature-length documentary film Rolling Papers. Numerous accolades followed, including Ricardo being named one of Fortune magazine’s 7 Most Powerful People in America’s Marijuana Industry, one of Brookings Institution's 12 Key People to Watch in Marijuana Policy, and one of Time magazine’s 140 best Twitter feeds.
In 2022, Ricardo co-founded Colorado fine art biennial Biome with the mission of celebrating fine art via community, inclusivity and biennial exhibition. Before that, Ricardo co-founded Denver music festival The Underground Music Showcase, which celebrates its 25th anniversary in 2025.
Ricardo is proud to sit on the Board of Directors for Colorado Public Radio, where he serves as Treasurer, and on the Board of Advisors for the reMind Psychedelics Business Forum.
A regular speaker at SXSW, Ricardo still contributes columns and op-eds to top publications, including Rolling Stone, Nosh, the New Hope Network and MJBizDaily. He has also been interviewed by The New York Times, The View, The New Yorker, This Week With George Stephanopoulos, The Colbert Report and NPR’s All Things Considered.
Ricardo lives in Denver with his wife, two dogs and two cats.