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The Simple Guide to Sales Funnel Blogging That Makes Money

If you’re writing a blog for your business, it’s not enough to just post whenever inspiration strikes. Your blog can play a huge role in turning readers into paying customers but only if your posts match the sales funnel. In this guide, you’ll learn how the funnel works, what kind of content fits each stage, and how to create a balanced blog strategy that grows your business.

What Is the Sales Funnel?

The sales funnel is the path someone takes from discovering your business to becoming a loyal customer. It has three stages:

  1. Top of Funnel (TOFU): People first hear about you. They’re not ready to buy yet, they’re just exploring options and learning.
  2. Middle of Funnel (MOFU): People know who you are and are comparing solutions. They’re interested but still weighing choices.
  3. Bottom of Funnel (BOFU): People are close to making a decision. They just need reassurance you’re the right choice.

When your blog supports each stage, you help readers move naturally from curious visitors to confident buyers.

Top of Funnel: Awareness Content

At the top, readers are often searching Google for answers, not products. Your job is to attract them with useful, engaging, and easy-to-digest content.

Best content types for TOFU:

  • How-to posts (e.g., “How to Reduce Grocery Costs Without Sacrificing Quality” for a budgeting app)
  • Listicles (e.g., “7 Ways to Keep Your Dog Entertained Indoors” for a pet brand)
  • Educational infographics
  • Quick tips or beginner guides
  • Seasonal content tied to trends

This stage builds trust, not sales pressure. A bakery might post “5 Delicious Breakfast Recipes You Can Make in 10 Minutes” rather than “Buy Our Muffins.”

Struggling with ideas? Read my post 7 Easy Ways to Generate Content Ideas for Business Blogs.

Middle of Funnel: Consideration Content

Now, your readers are aware of you. They’re thinking: “Do I need this? Is this business better than the others?” Your content should help answer those questions.

Best content types for MOFU:

  • Case studies showing real-world results
  • Side-by-side comparisons
  • Long-form guides
  • Webinars and podcasts
  • Testimonials from satisfied clients

For instance, a landscaping company could publish “DIY Yard Work vs. Hiring a Professional: Which Saves More in the Long Run?” This educates while nudging readers toward the service.

This is also a great stage to connect emotionally. See my post How to Use Storytelling to Drive Content Marketing Results.

Bottom of Funnel: Decision Content

At the bottom, readers are nearly ready to buy. They just need assurance they’re making the right decision.

Best content types for BOFU:

  • Product demos or explainer videos
  • Detailed FAQs addressing objections
  • Limited-time offers or discounts
  • Customer success stories
  • White papers or ROI calculators

For example, a financial advisor could publish “See How Our Clients Saved an Average of $1,200 in Taxes Last Year.” Proof and specificity close deals.

This is where calls-to-action matter most. Learn more in Win Fans and Clients With Smart CTAs You Use Now.

How to Balance Your Blog Strategy

A common mistake is writing too much TOFU content and ignoring the rest of the funnel. Balance matters. A simple guideline is:

  • 40% TOFU: Attracts new people and builds visibility
  • 40% MOFU: Nurtures interest and builds authority
  • 20% BOFU: Converts hot leads into clients

This mix ensures your blog does more than just entertain. It actually drives sales.

Need help with planning? Check out Your Blog Needs a Strategy—Here’s How to Create One.

Advanced Tips for Funnel Blogging

1. Use Internal Linking. Point readers from TOFU posts to MOFU content, and from MOFU to BOFU. My guide on Internal Linking Made Easy shows how.

2. Repurpose Content. A single post can serve multiple funnel stages. For example, turn a TOFU blog into a checklist (MOFU) and later into a case study (BOFU). Read One Blog, Many Uses: How to Repurpose Your Posts.

3. Don’t Forget SEO. Funnel content only works if people find it. My post SEO for Business Blogs: How to Get Found Online will help you here.

4. Keep Measuring. Watch traffic, conversion rates, and time on page. If one stage underperforms, add more content there. See How to Measure Your Blog’s ROI and Prove Its Value.

Your blog should be more than a collection of random posts. When you match your content to the sales funnel, you:

  • Attract curious visitors
  • Build credibility
  • Drive actual sales

Without this structure, you risk publishing content that keeps people busy but doesn’t grow your business.

Want a blog that doesn’t just get clicks but also gets clients? I’m a freelance copywriter who specializes in writing blog posts that fit the funnel and bring real results. Let’s talk about how I can help your business.