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Celebrate Your Company Genius


Your business is built on a platform of brilliant ideas, creativity, and innovation that translates to thought leadership. Communicate your innovation in all your marketing and sales efforts.

Content marketing is valuable because it:

  • Educate your prospects about the products and services you offer according to 2023. HubSpot research shows that 29% of marketers use a blog or website for lead attraction and conversion.

  • Boosts conversions.

  • Builds relationships between your customers and business that increase loyalty, and 30% of marketers create content that reflects brand values.

  • Show your audience how your products and services solve their challenges.

  • Creates a sense of community around your brand.

How does content marketing work?

Content marketers attract an audience by compelling stories and by sharing valuable information. They also use content channels to build community. So, content marketing for business isn't just a technique or strategy but a unique form of communication.

With that in mind, people have different needs at different stages in the buying process. To ensure that your content meets a need at every stage, you'll want to consider your conversion funnel.

Top of the Funnel (TOFU)

At the top of the funnel, you want to build awareness with your content. Your target audience might know they have a problem but aren't sure how to solve it. You can focus on brand awareness, broad pain points, and common questions at this stage.

TOFU content should pull potential customers in to help them better understand a specific problem. This gives you a relevant opportunity to introduce them to your solution.

Common challenges for TOFU content include competition, balancing educational and promotional content, and tracking ROI.

To address these issues, create a content strategy that grabs the attention of a specific audience. Your strategy will also help you create a plan that aligns content topics and formats with business goals. Then, make a list of KPIs to track your content performance.

Helpful content types at the top of the funnel include:

  • Blog posts

  • Social media posts

  • Short-form video

  • Podcasts

  • Infographics

  • Checklists

  • Ebooks

  • Webinars

  • Video Ads

Image by Charlotte Karlsen

Middle of the Funnel (MOFU)

Once a prospect passes to the middle of the funnel, they're considering your product. They may have visited your site more than once or they engage with your social media. They might have signed up for your email newsletter.

MOFU content should build a relationship with that person. At this point, they understand their problem and are comparing possible solutions. So, your content should educate them on the specifics of your solution and show how it meets their unique needs.

This is also an important moment to build trust. A prospect might not be ready to buy, so pay attention to changes in user behaviour. It can be tempting to make assumptions or go for a quick conversion, but that can damage the relationship. Instead, offer in-depth information and value to nurture your lead.

Great middle-of-funnel content types include:

  • Email newsletters

  • Product demos

  • Landing pages

  • White papers

  • Case studies

  • Longer-form videos

  • Blog posts

  • Interactive content

  • Webinars

Bottom of the Funnel (BOFU)

Bottom-of-funnel content helps your prospect make a decision and, ideally, convert. This stage focuses on conversion. So, BOFU content should make it easy to test a product, understand pricing, and make a purchase. Content that converts should drive action and create a sense of urgency.

Prepare to respond to common objections and other blockers that can impact sales with your content.

Personalization can add to the impact of your content at this stage. Creating powerful CTAs is also important.


Bottom-of-funnel content types include:

  • Personalized emails

  • User-generated content, like customer testimonials

  • Case studies

  • Pricing pages

  • Competitor comparison blog posts

  • Video demos

  • White papers

  • Remarketing campaigns

Frequently Asked Questions
  • What Partner Services does DigitalLevers offer?
    We create a unique purpose-built approach for your Partner objectives. Built on lessons experienced, and best practices that have made successful Partner transformation. Our framework for SaaS Partner transformation and marketing strategy specifically considers the Partner portfolio and adapts to integrate with your sales and go-to-market strategies to reach your goals. We understand that no company can afford to hire an outside expert who has the illusion of one step forward, yet the result is two steps backward. The consequence is a safe approach to bring outside thinking to spark growth and avoid pitfalls that often inhibit progress. The result is you can safely scale faster – and begin realizing benefits sooner.
  • What are the key elements that make a Partner Marketing Ecosystem effective?
    1. Clear goals and objectives: The ecosystem must have clear goals and objectives that are aligned between the partners, which include a clear understanding of what each partner is expected to achieve. 2. Strong relationships: Strong relationships between partners are essential, as there must be trust and transparency for the ecosystem to work effectively. 3. Collaboration and communication: Effective communication is key to success, with regular meetings and opportunities for partners to collaborate on ideas and strategies. 4. Defined roles and responsibilities: Each partner should have clearly defined roles and responsibilities, which must be easily understood and agreed upon by all parties involved. 5. Metrics and KPIs: There must be clear metrics and KPIs established to measure the success of the ecosystem, with regular reviews to ensure that the ecosystem is meeting its goals and objectives. 6. Technology: A technology platform is important to enable partners to share data, information, and insights. This allows partners to leverage each other's capabilities and strengths to deliver better results collectively. We incorporate these key elements in our Partner Marketing Ecosystem approach to ensure that our clients' partnerships are effective, strategic, and results-driven. By building strong relationships with our clients, fostering open communication and collaboration, and implementing a technology platform that supports the ecosystem, our clients can achieve their business objectives.
  • How can I measure the success of my Partner Marketing Ecosystem?
    Success can be measured through various key performance indicators (KPIs) such as Partner Page website traffic, conversion rates, click-through rates, bounce rates, and lead generation. Additionally, tracking metrics related to sales, revenue, and return on investment (ROI) can provide insights into the site's effectiveness.
  • How can I ensure that my Partner Marketing complies with data privacy regulations, like GDPR and CCPA?
    To ensure compliance with data privacy regulations, you should communicate your data collection and usage practices to visitors through a privacy policy. Implement mechanisms for obtaining user consent for data collection, provide options for users to manage their data, and secure personal information appropriately. Regularly update your site's privacy practices to align with evolving regulations and standards.
  • What is the role of social media integration in the Partner Ecosystem?
    Social media integration for Partner Marketing customer interaction enables you to build a community, gather feedback, and promote your products or services through social networks.
  • Can a Partner Marketing Ecosystem benefit a small business, or is it primarily for larger companies?
    Partner Marketing capabilities can benefit businesses of all sizes. It can be particularly advantageous for small businesses. It provides an affordable and effective means of reaching a wider audience, generating leads, and competing with larger competitors. With a well-optimized Partner capability, even small businesses can establish a strong presence, build credibility, and cost-effectively attract customers.
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