You’re probably not short on content ideas. Since you’re here, you must know that the real issue is knowing when to use them.

A solid case study, a short how-to video, a sharp opinion piece – none of it works if you drop it into the wrong part of the sales process. Timing matters. Context matters. And in B2B, buyers move through a funnel that’s anything but casual.

Creating content for the B2B sales funnel means getting serious about purpose. Not every content piece should drive leads. At the same time, not every lead magnet needs to “educate.”

At each stage (awareness, consideration, and decision), buyers want different things. Some want clarity. Some want proof. Some want to know you’re not wasting their time.

This article maps out what to create, when to share it, and how to keep it useful. If your content isn’t helping someone move forward in the sales process, it’s probably just noise. Let’s cut that.

Use a Short Video to Show What You Actually Do

Best for: Awareness stage of the B2B sales funnel

When someone first discovers your business, they don’t want to read a long page of text to figure out what you offer. They want the gist, fast.

That’s why explainer videos work so well at the top of the B2B sales funnel. As a matter of fact, 78% of people say they’d rather watch a short video than read to learn about a product or service.

Explainer videos help you introduce your business clearly, quickly, and in a format that’s easy to absorb. They combine visuals, voice, and structure to break things down without losing attention. When done well, they remove confusion and give the viewer a solid answer to: “Is this what I’m looking for?”

Here’s how to create an explainer video that actually explains:

  • Keep it short (ideally under 90 seconds).
  • Focus on clarity, not cleverness.
  • Start by naming the problem you solve.
  • Walk through the solution in plain terms.
  • Show actual examples of your service or product in use.
  • End with what the watcher should do next (watch more, sign up, or talk to sales).
  • Don’t stuff it with features or try to impress. The goal is understanding, not a pitch.

Vidpros, an on-demand video editing service, uses an explainer video right on their homepage.

It lays out what they do, who it’s for, and why they’re good at it. They do all of it in a short, watchable format. Instead of just listing services, they show what the experience looks like. It’s clear, direct, and skips the hard sell.

Source: vidpros.com

The video helps visitors quickly understand both what Vidpros does and why they should choose them over other editing services. This clarity moves prospects through the B2B sales funnel faster than text-heavy explanations ever could.

Offer Lead-Generating Value with Free Resources

Best for: Awareness and consideration stages of the B2B sales funnel

Free content that solves a real problem is one of the most effective ways to bring in potential buyers early and keep them engaged. It helps people before they’re ready to talk to sales, builds credibility, and opens the door for lead capture without pressure.

When done well, downloadable content positions your business as a helpful resource, not just another vendor.

This type of content works because it creates value upfront. Instead of asking for attention, you’re giving something useful (guides, templates, reports, or tools) that helps your audience take their next step. And when it’s tied to a lead form, it gives you a way to keep the conversation going.

Here’s how to create lead magnets that actually attract leads:

  • Focus on a specific, real need your audience has.
  • Make sure the content is genuinely useful and current.
  • Keep the gate (form) simple. Include just enough fields to qualify interest.
  • Avoid pitching inside the content. Instead, focus on helping.
  • Make the design clean and easy to read or use.

This is about trust-building. Don’t treat this content like a sales brochure. Help first, follow up later.

Somewhere, a platform that connects companies with remote employees, offers a comprehensive salary report for remote professionals. It’s packed with current, data-driven insights across roles and regions.

This resource helps companies make smart hiring decisions while also positioning Somewhere as an expert in the remote work landscape. It’s not fluff but research-backed, specific, and clearly built for their audience.

Source: somewhere.com

This kind of content is great for attracting leads and excellent for making them want to come back for more.

Break Down Your Process Without Dragging It Out

Best for: Consideration stage of the B2B sales funnel

When a potential buyer is in the consideration stage, they’re weighing options. They’ve moved past awareness and are now looking into how things actually work.

This is where a clear, simple walkthrough of your process can tip the scale in your favor. People don’t want jargon. They want to know what happens if they say yes.

Explaining your process builds trust and lowers the barrier to engagement. It helps prospects understand exactly what to expect, which makes you look organized, competent, and easy to work with. When done well, it clears up questions before they’re asked.

Here’s how to create process content that converts:

  • Break your process into a short list (ideally, no more than 5-6 steps).
  • Use plain language, not marketing copy.
  • Add visual support if possible (icons, checkmarks, or short diagrams).
  • Keep the focus on what they will experience, not what you do internally.
  • Make it skimmable. Each step should take seconds to understand.
  • Don’t over-explain. This shouldn’t be a technical manual but a quick overview that makes people feel like, “Okay, I get this.”

A solid example of this method comes from Start in Wyoming, a service that helps people set up LLCs and get registered agent support.

Their “How to Start an LLC in Wyoming” section on their homepage shows the whole process in five clear steps. Each step is brief and paired with a simple illustration. It answers common questions without creating new ones.

Source: startinwyoming.com

This level of clarity makes it easy for visitors to picture themselves completing the process. That’s exactly what you want at the consideration stage.

Let Prospects Experience Your Product Firsthand

Best for: Consideration and decision stages of the B2B sales funnel

At the decision stage, prospects want proof that your product works the way you say it does. That’s why 65% of B2B buyers ask for product demos before making a decision.

And interactive demos take that one step further, delivering 53% more engagement than traditional copy.

Letting buyers explore your product hands-on builds confidence fast. It gives them a feel for how it works, how intuitive it is, and whether it fits into their workflow. It also shortens the time between interest and action by removing the guesswork.

Here’s how to create an interactive demo that converts:

  • Keep it self-guided and simple.
  • Don’t require registration for access.
  • Focus on key features that solve real problems.
  • Highlight what makes your product different, but don’t overcomplicate it.
  • Use prompts or tooltips to walk users through the experience.
  • Make sure it works seamlessly on both desktop and mobile.
  • Don’t turn it into a full training session.

The goal is to give prospects a realistic sense of how it feels to use your product, without needing a rep on the call.

Demio, a webinar platform built for marketers, uses an interactive demo right on their homepage. Instead of describing the software in paragraphs, they let visitors walk through a live experience.

This demo shows off the interface, features, and ease of use of their platform in a way that’s hard to ignore.

For marketers evaluating webinar tools, this hands-on approach answers questions and builds trust quickly.

Source: demio.com

The result is higher engagement rates and better-qualified leads because people who try it are more likely to see its value.

Prove Your Value with Hard Numbers

Best for: Decision stage of the B2B sales funnel

By the time a buyer reaches the decision stage, they’re looking for proof. They’ve compared options and weighed benefits, and now they want to know if you can actually deliver.

This is where data-backed content makes a real difference. It removes the guesswork and replaces vague claims with measurable evidence.

Buyers in B2B want reliability. They want to see experience, scale, and reach – all the things numbers communicate clearly. Whether it’s the number of clients served, units shipped, or years in business, quantifiable milestones signal credibility.

Here’s how to use important numbers effectively:

  • Highlight metrics that speak to reliability and scale.
  • Keep the data relevant. Skip vanity numbers that don’t support the buyer’s decision.
  • Use simple graphics or layout elements that make stats easy to scan.
  • Add short context to each number (what it means and why it matters).
  • Keep the section visually clean. Don’t overload it with unnecessary information and intrusive graphics.

The point isn’t to overwhelm visitors with data but to quietly back up everything you’ve been saying with proof they can quickly understand.

RapidDirect, a custom parts manufacturer, demonstrates this approach perfectly. They include a “Some Numbers About Us” section on their site that does exactly this.

They showcase how many components they’ve manufactured, how many countries they’ve served, how many clients they’ve worked with, and how long they’ve been in the industry. Each stat is paired with clean visuals that make the information digestible at a glance.

Source: rapiddirect.com

For businesses looking for precision manufacturing services, this kind of data builds confidence fast. It answers key questions about capacity, experience, and reliability, without needing a sales call.

Showcase Real Customer Wins Through Case Studies

Best for: Decision stage of the B2B sales funnel

When a prospect is close to buying, they want reassurance. They want to know if others like them have used your product or service and seen results.

That’s why 73% of B2B marketers say case studies significantly improve conversion rates. They turn claims into outcomes, and they make your solution feel proven instead of theoretical.

Case studies give prospects a full picture that includes the challenge, your solution, and the measurable results. Done well, they remove doubt and show your value in a way that feels both credible and relevant.

Here’s how to create case studies that sell:

  • Focus on a specific customer type that matches your target audience.
  • Start with the problem. Be clear and specific.
  • Explain your solution in practical, non-promotional terms.
  • Share real numbers wherever possible.
  • Keep the structure easy to skim.
  • Use quotes from the customer to add authenticity.
  • Avoid turning case studies into long, self-congratulatory pieces.
  • Keep the focus on the customer’s experience and what they achieved, not just what you did.

Hotjar, a product experience insights platform, features a case studies section right on their homepage.

There, they include excerpts from several case studies that briefly explain how companies have used Hotjar to solve real problems and reach clear business goals. Each excerpt links to a full case study that goes deeper into the details. Whether it’s improving UX or scaling growth, the results described here are specific and measurable.

Source: hotjar.com

For buyers in the decision stage, this kind of content builds trust by showing your product has already worked for others just like them.

Final Thoughts

You may think that your B2B sales funnel is broken when things don’t go the way you want them to. However, the real issue might be a simple one – you create content that’s not speaking to the right people at the right time.

After all, every prospect who visits your website is asking a different question. Some want to know if you exist. Others want to know if you’re worth their budget.

The companies that win deals and get more sales are great at answering these questions and matching their content to where prospects are in their buying journey.

To get there, pick one stage of your B2B sales funnel that’s underperforming. Create one piece of content specifically for prospects at that stage. See what happens when you stop trying to be everything to everyone and start being exactly what someone needs right now.