A look at examples of different types of B2B content for different stages of the funnel. Awareness content is very different to conversion content. Includes examples from Symantec, HubSpot, MailChimp and SalesForce

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BY RED HOT PENNY
Different Content for
Different Stages of the Funnel
B2B Examples

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The Sales Funnel
Confidential - Copyright Red Hot Penny 2018
Attention/Awareness
Attention grabbing content,
sharable and possibly
interactive. Might be
something newsworthy
Interest / Consideration
Content to showcase expertise,
build trust and address
broader customer needs
Decision & Action
Content to drive towards
enquiry, clarify product / service
and benefits and address
product specific customer needs
1st View
Last Click
Retention
Build loyalty and
life time value
1st Click

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Awareness Content
Data reports and animated infographics
• Symantec produces a lot of data reports and showcases the key findings
from these in animated infographics
• Alongside the stats the page engages a lot with user encouraging
shares on social and prompts questions to ‘test’ their knowledge

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4
Awareness Content
Animated video content
• Salesforce creates a lot of animated video content to enhance their
‘support’ section on their site – Trailblazer Community
• They also produce engaging SlideShare content on LinkedIn like their
‘evolution of a salesperson’ stop-motion

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Consideration Content
Thought-leadership guides and tutorials
• Mailchimp’s resource hub is great for middle of the funnel content
• These helpful guides combine written tips, animated video content,
interactive examples and user experience videos

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Consideration Content
Client case studies
• Hubspot’s resources cover 3 key areas; How To, Customer Stories and Product
• Their case studies discuss the clients pain points and shows the customer
journey through piece to camera video content with Hubspot product demos

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Conversion Content
Product landing page
• Adobe’s landing page for it’s Creative Cloud Suite uses creative
video content to show it’s collection of tools
• The video shows clips of the tools being used and a voiceover
highlighting the key features

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Conversion Content
Product landing page
• Dropbox Business landing page outlines its billing/free trial
information, key features, teams using Dropbox and FAQs
• Key CTA is ‘try free’ rather than full sign up, building trust and
confidence with customers

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BY RED HOT PENNY
About Red Hot Penny

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Our Credentials
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Also, every member of our
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Credentials
Confidential - Copyright Red Hot Penny 2018