How to Choose the Right Content Types for Every Stage of Your Customer Journey Content Strategy
The Marketing Funnel: A Quick Refresher
- Awareness: When potential customers first discover your brand
- Consideration: When they're actively researching solutions
- Decision: When they're ready to make a purchase

Top of Funnel: Casting a Wide Net with Awareness Content
- Podcasts (85% effectiveness)
- Blogs (80% effectiveness)
- Infographics (80% effectiveness)
Why This Matters for Your Business: These formats work well for awareness because they’re easily digestible and shareable. If you’re a small business looking to increase brand visibility, these content types give you the most bang for your buck at the awareness stage.
Quick Tip: Start with a blog if you’re resource-constrained. It’s typically the most cost-effective to produce and can serve as source material for both podcasts and infographics later.
Middle of Funnel: Nurturing Interest During Consideration
- Short videos (75% awareness, 20% consideration)
- Images (70% awareness, 25% consideration)
- Long-form videos (50% awareness, 30% consideration)
Making It Work for You: This is where you begin educating your audience about solutions. For small businesses, short videos and images can be particularly effective as they don’t require the same resource investment as long-form videos but still drive engagement.
Pro Tip: Use your smartphone to create short, authentic videos explaining your products or services. Today’s audiences often prefer genuine content over high-production value.
Bottom of Funnel: Converting Interest into Action
- Case studies (50% decision stage effectiveness)
- Webinars (30% decision stage effectiveness)
- White papers (35% decision stage effectiveness)
Strategic Implementation: For small businesses, case studies should be your priority at this stage. They’re relatively straightforward to create—simply document your success stories with existing clients. They also show the highest effectiveness for driving decisions.
Building Your Customer Journey Content Strategy: A Practical Approach
Braveheart Digital Marketing is an award-winning marketing agency based in Manchester NH. We specialize in SEO, PPC and Social Media.
Recent Posts

Best Practices for Building a Brand Presence on YouTube
Updated Best Practices for Building a Brand Presence on YouTube (2025) YouTube continues to be a dominant platform for video content, offering businesses unparalleled opportunities

Best Practices for Building a Brand Presence on Instagram
Best Practices for Building a Brand Presence on Instagram (2025) Instagram continues to dominate as a platform for visual storytelling, brand development, and audience engagement.

Social Media Strategies
10 Proven Social Media Strategies to Dominate in 2025 In the dynamic landscape of 2025, mastering social media requires a strategic approach tailored to evolving

Definitive Guide To Building Your Brand Presence on Twitter
Updated Best Practices for Building a Brand Presence on X (2025) X (formerly Twitter) continues to be a powerful platform for real-time conversations, customer engagement,

Definitive Guide To Building Your Brand Presence on LinkedIn
Updated Best Practices for Building a Brand Presence on LinkedIn (2025) LinkedIn remains the premier platform for professional networking and B2B marketing, offering businesses unparalleled

Definitive Guide To Building Your Brand Presence on Facebook
Best Practices for Building a Brand Presence on Facebook (2025) Facebook remains a cornerstone of digital brand building, offering businesses unparalleled opportunities to connect with