Choosing the right content formats for each funnel stage

We’re surrounded by content, but most of it just blends into the background. It’s easy to feel like you’re ticking the boxes: blog? Check. Whitepaper? Done. Social? Posted last week. But here’s the thing: if content doesn’t meet the moment, it might as well not exist. And even if your strategy is sound, the format can make or break whether anyone actually engages with what you’ve made.

If your content doesn’t match how buyers want to consume it – in the moment, in the right tone, in the right place – you’ll lose them before you’ve even started the conversation.

I’ve already covered how to build a full-funnel content strategy for modern B2B buyers. This time, we’re zeroing in on formats, the overlooked lever that decides whether your brilliant message ever lands.

And spoiler alert: if you’re not thinking about video? You’re already a step behind.

It’s not just what you say, it’s how you say it

Think about your own habits. You scroll through LinkedIn over lunch, maybe stick on a podcast during your commute and skim emails between meetings. You probably don’t sit down to read 2,000 words unless you’re deep in research mode.

Your audience is no different. Buyers jump between devices, channels and headspaces. That means content needs to adapt. Not just in message, but in medium.

In a world where AI churns out endless copy, standing out is no longer about volume. Instead it’s more about relevance, usability and, yes, format. Because the same idea in the wrong format? Useless.

Content formats that earn their keep, stage by stage

Let’s walk through what works at each stage of the funnel, based on Gartner’s four-stage model, the one that actually mirrors real buying behaviour.

Problem identification – or, helping people name the thing that’s bothering them

This is where it all starts. The buyer isn’t looking for vendors yet, they’re not even sure what the problem is. Maybe they’ve got a pain point they can’t articulate. Maybe there’s a vague sense that things could be better. And they’ve likely never heard of your company before.

Your job here? Help them make sense of it all. Illuminate the problem. Add language to their thoughts.

Content formats that genuinely help:

• Short, sharp blog posts that focus on explaining a trend, challenge or concept in plain English
• Explainer videos that show rather than tell – animated, live-action, even simple screen recordings can work
• Infographics that distil complexity into something scannable and shareable (yes, they still work when done well)
• Podcasts – especially episodes where guests unpack emerging issues or experiences in their own words
• Social posts that don’t link out, but offer value right there in the feed (a solid carousel can go a long way)
• Themed landing pages that group together articles, videos and stats around a key challenge

Don’t try to sell. Try to resonate. Show you understand what’s going on, even if the buyer doesn’t, yet.

Solution exploration – when buyers are sizing up what’s out there

Now they’ve named the problem, they’re digging into how to solve it. They want information, not inspiration. They’re figuring out what kind of solution could work and which ones probably won’t.

This is where depth matters. But so does accessibility.

Content formats that build trust include:

• Whitepapers and eBooks that explore different approaches, pros and cons, potential pitfalls and original research
• Interactive tools – ROI calculators, checklists or simple self-assessments that personalise the learning
• Customer profiles – not quite case studies, but enough to say: “Here’s how someone like you is thinking about this“
• Guides and industry reports that combine insight with practical application (think ‘state of the sector’ but useful)
• Segmented email journeys that drip-feed relevant content based on behaviour or vertical
• Thought-led articles that give a clear opinion, the kind your head of strategy would nod along with

And video? Still working hard here. Educational content doesn’t have to be dry. A well-timed 2-minute breakdown of a tricky topic might be more useful than a 10-page PDF.

Requirements building – getting into the nitty-gritty

This stage often gets skipped or misunderstood. But it’s critical. Buyers now know what kind of solution they want and they’re building a list of “must-haves” to guide internal conversations and justify the spend.

They’re asking: what should this solution do? How will we know it’s right? Who needs to be involved?

Content formats that clarify and convince:

• Product comparison guides that fairly lay out different approaches (yes, include your competitors as buyers already know who they are)
• Detailed case studies that show how real businesses tackled similar challenges, with outcomes, metrics and quotes
• Internal decks and sales collateral that your champion can use to win over stakeholders
• Whitepapers that go deep into compliance, integration, data security or whatever really matters to your audience
• Email sequences that align to stages of the buying committee (finance might need something very different to ops)
• Short-form product videos that show the tool, the workflow, the results. Not a marketing script

This is where your content helps reduce friction. It should help your buyer feel equipped and confident, not overwhelmed.

Supplier selection – time to cross the line

Here’s where nerves creep in. The shortlist is final. Budgets are being discussed. And everyone’s wondering: is this really the right call?

The worst thing you can do now? Go quiet. This is when your content needs to show up and do the emotional heavy lifting.

Content formats that will help close the deal:

• Video testimonials – real customers, real outcomes, real emotion (nothing beats seeing someone say “this made my job easier“)
• Dedicated demo pages that feel simple, low-commitment and actually useful
• FAQ pages that address real objections and concerns, not a token “How long is the trial?”
• Transparent pricing pages – this is something that so many brands get wrong. Show the ballpark, the tiers and what’s included. Nobody likes guessing games.
• Product sheets for procurement and compliance teams who need black-and-white facts
• Founder videos or cultural “why us” pages – human connection matters more than most marketers think
• Case studies with outcomes – not just what was done, but what changed afterwards

This is the content that gets screenshotted and shared in internal Slack channels. Make it count.

Still not sold on video? Let’s talk

Video marketing is more dominant than ever, with 89% of businesses using it and 95% of marketers calling it essential to their strategy. Explainer videos top the popularity charts, live action remains the go-to format, and short-form content shot in-house continues to thrive, but standout brands are also exploring animation to differentiate.

The beauty? You don’t need a film crew or a £20k budget. In fact, your phone, a decent mic and a strong point of view are usually enough to get started.

Video works across the whole funnel:

• Use it to explain complex problems in 90 seconds
• Break down product benefits in visual walkthroughs
• Capture customer voices that build emotional connection
• Turn founder stories into trust-building gold

And the bonus? One video becomes five pieces of content when you cut it, subtitle it, post it on different platforms and drop it into an email.

Build a content matrix you’ll actually use

Here’s a rough sketch you can run with. Audit your existing content against it, and see where you’re over- or under-weighted.

You don’t need to create everything at once. But a balanced library keeps your strategy working even when you’re not.

Final thought: format is strategy

So much effort goes into messaging, personas and buyer journeys. And rightly so. But if all that work gets funnelled into content that no one reads, watches or even finds? You’ve missed the mark.

Format is the delivery mechanism for your message. It’s the difference between a buyer saying “that’s interesting” and them saying “I need to talk to these people“.

So no, a blog post alone won’t cut it. But a smart mix of formats, mapped to buyer stages and tailored to how people actually engage? That’s how you turn content into action.

Stuck with content that’s all talk and no traction? We can help fix that.