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But in today’s buyer-driven world, this tidy sequence is breaking down.
In the digital age, buyers rarely follow a linear path. Instead, they loop, revisit, compare, stall, and bounce around. Google calls this the "Messy Middle" — the chaotic, non-linear space between initial awareness and final decision-making.
Buyers now explore dozens of options, consume reviews, watch videos, take quizzes, download guides, and ask AI for opinions before they ever talk to your sales team. The power has shifted.
Think of your buyer journey less like a funnel and more like a whirlpool. People dip in and out of your world, and unless you’re offering value at every stage, you risk being forgotten.
That’s why content matters more than ever.
1. Create Consideration-Stage Content
Buyers are looking for confidence. Offer comparison guides, how-to tutorials, expert Q&As, and even ROI calculators. These tools help buyers feel informed and feel good about choosing you.
2. Add Interactive Elements
Quizzes, scorecards, and assessments are more than lead magnets — they’re decision-making tools for buyers. Plus, they keep people engaged longer.
3. Be Everywhere (But Smartly)
Make your content easy to find in search, on social, and inside your email flows. If someone’s ready to binge your brand, let them.
4. Measure Engagement, Not Just Conversion
Not every download will lead to a sale, but deeper engagement is a strong buying signal. Track it.
To win today, you can’t just “fill the funnel.” You need to fuel the journey. Build the kind of content buyers search for during their moments of doubt, research, and exploration.
Because in the messy middle, it’s not the loudest voice that wins — it’s the most helpful one.
If you would like to discuss the use of Sales Funnels for your business, click here
