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Creating a Content Funnel: Using Levels of Awareness

Writer's picture: MelMel

Updated: Jan 26

Every business blog should be designed according to a content funnel. The content funnel lets you capture customers at every stage of the customer journey and is an essential part of an effective content marketing strategy


Most customers who land on your website are likely not ready to buy. Some of them may simply be looking for information to solve a problem. In marketing, there are three different stages of readiness to buy:


  1. TOFU or top-of-the-funnel

  2. MOFU or middle of the funnel

  3. BOFU or bottom of the funnel


The content on any blog falls into one of these three stages. Let’s look at a practical example. Let’s say that a master’s student has to write their master’s thesis in three weeks and has not started.


Your website provides academic editing services. This type of customer is ideal for you. However, yours is an academic editing website. You are not one of those fishy websites that write theses on behalf of students. 


This means a student at the stage of looking for information on how to write a thesis isn’t ready to be your customer. They land on your website after searching “How to complete a master’s thesis on time.” You have the article that shows exactly how to do this: “Completing Your Master’s Thesis on Time.” They read it, are inspired by it, and use your advice to complete their thesis on time.


How does that help you? Well, perhaps the student who completed their thesis in three weeks is not confident that the final product is good enough for submission. So they come back to you for the academic editing services that you specialize in. They go to your academic editing services landing page, read your offer and prices, and decide to sign up.


This would not have been possible if you had not gained the trust of that customer with your article “Completing Your Master’s Thesis on Time.” Your blog article caught your customer at a stage that can be called the “Problem Aware” stage. 


They knew they had a problem and found you or at least your article as the solution. They decided to buy your academic editing service as a solution because familiarity with your website let them know that you also offer academic editing services as a solution. This can be called the solution-aware stage.


Your content funnel can be sorted out into five levels of awareness. They are as follows: 


  1. Unaware 

  2. Problem Aware

  3. Solution Aware

  4. Product Aware

  5. Most Aware


In this article, I discuss what a content funnel is and how to build one. In addition, I also explain how to use levels of awareness to create a proper content marketing strategy for your blog. 

Customer making a purchase.

What is a content funnel?

A content funnel can be described as the system that you set up through your blog to cater to customers art every stage of the buyer’s journey. The point is to progressively push every customer to every stage of the sales funnel until they become purchasers. 


In short, your blog should operate by the principle of the classic sales funnel. The sales funnel is described as a funnel because at the earliest stage it captures the largest number of potential customers who are aware of your service.


As these customers learn more and realize that your service or product might be the ideal solution to the problem that they are facing then they are eventually turned into purchasing customers.


The ideal sales funnel is AIDA — that is, Awareness, Interest, Desire, and Action. Awareness means creating awareness of your brand and gaining attention from potential customers.


Interest means converting attention into interest for your product or service. In the Desire stage, you have to persuade the customer to purchase your product or service. The focus here is stressing the benefits of your product or service, especially compared to alternatives. 


The final stage is Action. This is where the customer purchases after thoroughly being convinced that your service or product can solve their problem. This is the most practical or logical aspect of marketing.


If you have a website, you should ensure that customers find it easy to make a purchase, such as a site with access to shopping carts or that allows them to pay online without any trouble or hassle. 


Applying the AIDA model to your content funnel 

After applying the AIDA model to your content strategy you get the classic content funnel. That is, a funnel made up of three stages — TOFU, MOFU, and BOFU — as illustrated in the diagram below: 


TOFU content would correspond to the awareness stage of the AIDA model. MOFU content would correspond to the Interest and Desire stage. Lastly BOFU content would include the lowest levels of the Desire stage as well as the Action stage. 

A content funnel based on AIDA
A content funnel based on AIDA

Besides the traditional TOFU, MOFU, and BOFU approach to building a content funnel, you can also consider an approach that relies on levels of awareness. This means that you create content that considers the stage of awareness that the customer is at and tries to push or guide them down the funnel. 


Using levels of awareness to build your content funnel

Taking a level of awareness approach means knowing how aware your potential customers are about the problems they want to solve. Let’s first understand what the different stages of awareness are. 


The concept of levels of awareness was developed by Eugene Schwartz in his book Breakthrough Advertising. It is divided into five stages:


  1. Unaware

  2. Problem Aware

  3. Solution Aware

  4. Product Aware

  5. Most Aware


Each stage requires content that considers the customer’s level of awareness regarding the problem they are trying to solve. Let’s look at each stage in detail.


1. The Unaware Stage. At the Unaware stage, this means that your potential customer is not aware that they have a problem. Let’s say your potential customer is an office worker with wrist pain who has no idea that the wrist pain is due to using a non-ergonomic mouse


If you own a website that sells ergonomic mice, then a blog post that talks about how ergonomic devices like mice can prevent carpal tunnel syndrome and other repetitive injuries is the ideal content at this stage. 


This blog post can make the connection between the wrist pain that the customer is experiencing and the mouse they use at work. You have begun the process of pushing the customer to the next stage of awareness — the Problem Aware Stage. 


2. The Problem Aware Stage. At this stage, the customer knows they have a problem. In this case, they are aware that the mouse that they use at work is not working and is hurting their body, contributing to wrist pain and discomfort while working.


The customer has a need to solve the discomfort they feel while working. They have to use a computer for several hours a day. How can they do so without contributing to their discomfort? 


If your website sells ergonomic devices, then a blog that explains why non-ergonomic devices contribute to discomfort in your wrists and joints will cater to that customer. 


This type of content would have the psychological need to understand all the details as to why something as ordinary as a mouse could cause such discomfort. A possible idea for a blog article could be “Why non-ergonomic mice make your wrists hurt.” 


3. Solution Aware Stage. At this stage, the customer wants to find solutions to the problem of discomfort from using a non-ergonomic mouse for work. 


The customer wants a mouse device that can solve the discomfort and pain that he feels when using the computer. However, they don’t know that there is a product that can do that for them. 


Solution-aware content leads with the solution that the customer is already aware of. In the case of the ergonomic mouse, your website should include a blog article that talks about “How an Ergonomic Mouse Can Solve Wrist Pain.” 


4. Product Aware Stage. In the Product Aware Stage, the customer is aware of the different products that can solve the problem that they have. However, the information about the product is not complete.


At this point, the customer is not fully aware of the features of your product or what it does. They also don’t know how it measures up to the alternatives. 


You should focus on the specific attributes or characteristics of your product. More importantly, you should also highlight the benefits that your ergonomic mouse has over the alternatives.


For example, if your ergonomic mouse is called the Ergo2000, with all the features of the premium features of the Logitech MX at half the price, then you mention that in your product features. 


5. Most Aware Stage. At this stage, the customer is fully informed and ready to buy. This means the customer is on your service page or landing page and needs only a nudge to get past the finish line and go ahead with the purchase.


This nudge can take the form of coupon codes, buy-one-get-one-free offers,  or discounted or free shipping. You should also make sure that your website facilitates smooth and easy purchases. For example, ensure that customers can pay with no hassle. 


Levels of awareness can easily be used as a framework to create your content funnel. At the early stages of awareness, you create content to educate customers bout your product or service. At the solution and product awareness stages, you should focus on blog articles that talk about the benefits of your product and how it compares to the competition.


The Most Aware stage would be service pages and shopping carts designed to make purchasing as smooth and practical as possible for the customer. 


How EminentEdit can help with your content marketing strategy 

EminentEdit offers content marketing services to help transform your blog into an engine that drives leads and sales. Our content writing services include: 



Lazily using AI and copy and pasting YouTube or podcast scripts to post on the TL won’t cut it. You need a professional writer and editor to make sure that your content achieves your goals. 

 

EminentEdit provides content repurposing services that are:


  • Affordable

  • Professional 

  • Reliable


More importantly, we are adaptable to your specific needs.

Get in touch with us for help in crafting awesome content.



We know what you want to say. We help you say it better.

 

At EminentEdit, our content writers and editors don’t think of content marketing as an afterthought. We ensure that your content works to drive your business goals. Contact us today to craft repurposed content that works — Let’s Go! 

 

Cite this EminentEdit article

Antoine, M. (2025, January 19). Creating a Content Funnel: Using Levels of Awareness. EminentEdit. https://www.eminentediting.com/post/content-funnel


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