Effective content strategy has broadly been shifting from broad, educational awareness to lead-nurturing informing and conversions. Here’s why the focus is shifting from top-of-funnel awareness to the messier middle involving exploration and evaluation.
Top-of-funnel content strategy: awareness
Marketers have long used the purchasing funnel to model how an audience might move from awareness, to consideration, to conversion and loyalty.
Generally speaking, content strategy in the past five+ years has prioritised top-of-funnel (ToFu) content. That is: blog posts, social media and quality website content. Not only were these content types geared towards building awareness at the start of the customer journey, but these content formats also helped improve visibility via search engine optimisation (SEO).
The idea was to target the enquiries that people begin their search with (i.e. best accounting software in Australia), and guide them through the funnel from there.
Messy Middle content strategy: exploration and evaluation
Things have drastically changed in the past year or two with the widespread use of AI and changes to Google’s algorithm.
ToFu content has become increasingly commoditised and hard to rank for. AI overviews, zero-click search, and content saturation have all started to erode the return on investment from top-of-funnel content. Someone’s search for the best software or product could easily begin in a ChatGPT conversation or a Google AI overview.
Don’t get me wrong – top-of-funnel focus isn’t dead, and it certainly still matters, but the focus has shifted towards the complex, non-linear ‘messy middle’ in a consumer’s journey between the initial trigger (awareness) and their final purchase decision, as well as beyond.
These are the stages that brands still have more control over. Think of it as being the experienced storeperson who actually knows their stuff, rather than the advertising that gets you into the store.
Understanding the comparison process
When someone is navigating a complex purchase decision (such as for software, service or a high-cost product), there are generally two phases in the consideration stage before conversion takes place:
Exploration is an expansive phase, where customers will research broadly between brands, products and categories.
Evaluation is more of a reductive phase, where customers narrow down their options, compare features and details, and weigh up their final options.
If you can reach would-be customers at both of these phases and provide genuine value as they weigh up their options, you’re far more likely to make it through the culling process.
Effective middle-of-funnel content formats
So what are the content formats that potential buyers seek out in the Exploration and Evaluation phases? Things like reviews, use cases, case studies, comparison pages, FAQs and demos all help. These are all opportunities to allay doubts and provide reassurance.
An example content strategy for complex purchase decisions
Today instead of producing two or three long ToFu articles for a B2B service, you might instead focus on:
- 2–4 robust blog posts per month, covering benefits, FAQs or resources.
- 1 case study every few months that provides real proof of value. For products, this would involve demos or user-generated content (UGC) showcasing that product.
- 1 hero asset each quarter that shows you as a thought leader. This could be a state-of-the-industry report, white paper or guide that demonstrates your expertise.
- An email newsletter that provides a direct line to your would-be and existing customers, offering snackable insights.
- LinkedIn posts that can reflect and repurpose blog content or case studies, providing a level of trust and human-ness that counts.
If you have the resources, you could also add to this webinars, virtual events or podcasts – which once again, can repurpose or inspire the other content.
The balance between nurture and hard sell
One of the easiest mistakes to make in mid-funnel content is confusing it with the bottom of the funnel. The Messy Middle is not the moment to hard-sell. Buyers in research mode are looking for clarity and confidence rather than pressure. Content that feels transactional too early can just push people back into the loop, rather than forward through it.
The goal is to educate, reduce doubt, and build enough trust that when a buyer actually is ready to commit, you’re the obvious choice – not because you were loudest, but because you were the most useful and trustworthy.
As always, one-size does not fit all when it comes to content strategy...
None of this means awareness is obsolete. Top-of-funnel content still plays an essential role.
The shift is less about abandoning ToFu entirely and more about recognising that mid-funnel content can really be where you see ROI in 2026 and beyond.
As with most strategic questions, the right balance depends on your category, your audience, and your specific sales cycle. But for many brands, there’s a lot of potential in meeting buyers in the Messy Middle – and giving them every reason to choose you when they’re finally ready to convert.
