The Content Growth Funnel: How I See B2B Blogs as Lead Gen Assets

If you’ve been following me for a while, you already know this:

I don’t shut up about funnels.

Funnels everywhere.

Funnels in sales.

Funnels in lifecycle marketing.

Funnels in content.

Basically… if there’s a conversation about content, I’ll find a way to bring funnels into it.

And no, I’m not apologizing for it.

Because here’s the truth…if you want conversions from content, you can’t afford to ignore funnels.

AAARRR, Pirates, and Growth Funnels ⚔️

And no, I’m not going crazy when I say this… 

AAARRR.

AAARRR.

AAARRR.

…it’s not me being dramatic. That’s literally the name of the Pirate Funnel. (Because apparently pirates say “AAARRR,” and now we’re stuck with it forever.)

But here’s the thing:

Funnels aren’t just for growth hackers or sales teams.

They’re the core of how you should be thinking about your content strategy.

Especially B2B blogs.

Because blogs aren’t just “SEO/AISO plays.”

They’re conversion touchpoints at every single stage of the funnel.

Growth folks love it because it breaks down the customer journey into 6 steps:

Let me break it down.

• Awareness → when someone first hears about you.

• Acquisition → when they take an action like signing up, downloading, or showing interest.

• Activation → when they experience your product/service for the first time.

• Retention → when they keep coming back.

• Revenue → when they finally pay you.

• Referral → when they bring others along because they loved the experience.

Now here’s the kicker: B2B blogs fit perfectly into every funnel stage.

The problem? Everyone talks funnels, but almost no one shows how blogs fit into them.

So let’s do exactly that 👇

Content Marketing Funnel × Growth Funnel = Content Growth Funnel

If you want your B2B Blog content to convert, you need both lenses:

• Content funnel (TOFU / MOFU / BOFU)

• Growth funnel (AAARRR)

When you map them together, you get the Content Growth Funnel.

Most people teach Pirate Funnel like a “growth hack playbook.”
But they miss the obvious: blogs drive each stage.

Let’s break it down 👇

1. Awareness → Blogs that make you discoverable

This is where your brand makes its debut. People don’t even know you exist yet.

As Harvey Specter says, “Get it through your head, first impression lasts”. 

Content here is TOFU (top-of-funnel). Think: SEO-driven blogs, guides, explainers.

• A blog that answers “how-to” searches in your niche.

• A thought leadership post that gets shared.

• An educational piece that starts ranking.

Blogs in Awareness don’t sell directly. They put you on the map.

Here’s what StoryChief is doing with their “What Is Content Marketing?” blog:

This “Top of the funnel” blog isn’t just some fluffy definition piece.

It’s TOFU done right — educating, building trust, and then quietly handing you over to the next stage.

Start broad, educate, don’t sell (classic TOFU)

They kick off by defining content marketing and why it matters. Tone = educational, audience-first, no push.

At this point, it’s perfect for someone Googling “what is content marketing” — just awareness, pure education.

Insert proof + real-world credibility (still TOFU, but priming you for MOFU)

Right in the intro, they link to their case studies — real client results.

That’s genius. They’re not saying “buy us now,” but they’re planting evidence: “See? This actually works.”

That tiny move builds authority while you’re still in research mode.

The gentle “content web” pull

As you scroll, you’ll notice links everywhere:

• Internal links to related blogs and guides (keeping you in their ecosystem).

• Smart CTAs to free resources (audits, checklists, eBooks).

Mentions of their free trial/demo tucked naturally into the flow.

This is the sneaky brilliance → their TOFU blog isn’t a dead-end. It’s a growth content loop, quietly moving you deeper.

MOFU transition: problem → solution → proof

By the time they expand into benefits (ROI, SEO, buyer journey), you’re already thinking:
“Okay, this is important for me. How do I actually do it?”

That’s when they bring in:

• Social proof 

• Courses & guides to level up.

• Case studies + trial/demo CTAs at the end.

So, they build a logical bridge:

TOFU hook = What is content marketing?
MOFU push = Here’s why you need it + here’s how we help you do it.
BOFU nudge = Demo, trial, referral program.

Funnel in action

This is how StoryChief has stitched their blog funnel:

• Awareness → Educational content + proof (case studies).

• Consideration → Guides, checklists, free audits.

• Conversion → Free trial, demo, referral program.

Basically, this TOFU blog isn’t just ranking for traffic. It’s working like a tour guide, holding your hand and saying:

“Welcome in. Let me show you around. Oh, and here’s your ticket to the next room.”

2. Acquisition → Blogs that turn readers into leads

Awareness brought them in, but acquisition makes them stay.

This is where content moves visitors into your ecosystem.

• Blogs with content upgrades (templates, PDFs, checklists).

• Gated posts that exchange value for emails.

• CTAs baked into posts leading to free resources, webinars, or newsletters.

Example: Salesforce’s Acquisition (MOFU) Blog

Salesforce’s blog “Content Strategy: What is it, & How to Create One?” is a classic Acquisition-stage move.

It doesn’t just explain the concept. It says: “Here’s why you need this — and if you’re serious, let’s go deeper together.”

Start broad, then zoom in

They kick things off by defining what a content strategy is and why it matters.
At this point, the reader is still in “learning mode.” Awareness-level info.

Shift into problem-solving

Then, Salesforce outlines frameworks, steps, and strategy elements.
Suddenly, you’re not just learning what content strategy is — you’re realizing “I should probably build one… and I might need help doing it.”

Acquisition cues everywhere

This is where the blog starts acting like a lead magnet in disguise.

• Buttons for “Talk to an Expert”

• CTAs to “See a Demo”

• Prompts to explore free resources

And the genius part? They’re sprinkled throughout the piece — no waiting until the end. Wherever you are in the article, there’s a clear door into Salesforce’s world.

Authority + trust baked in

Because it’s Salesforce, the brand credibility alone makes those CTAs feel natural. You’re not thinking “random blog pitch.” You’re thinking, “Okay, these folks clearly know their stuff.”

That’s Acquisition in action:
Awareness got you in the door. But this blog? It makes sure you stay — by moving you from curious reader → captured lead.

This is MOFU (middle-of-funnel) territory — where your blog starts acting like a lead magnet.

3. Activation → Blogs that drive the “first big action”

Activation is that “aha!” moment when someone actually experiences your product or service.

Your blog can (and should) guide people to that first experience.

• How-to posts that link directly to your product.

• Case studies showing quick wins.

• Step-by-step blogs with CTAs to “try it yourself.”

Example: A blog on “5 ways to fix your SaaS onboarding” → ends with “Try our free onboarding checklist inside the platform.”

That’s blog → to activation.

MOFU = Acquisition + Activation.

4. Retention → Blogs that keep readers (and customers) hooked

Here’s where most B2B marketers mess up. They think content ends at the sale.

Wrong. Content here = customer success fuel.

• Feature walkthroughs.

• Advanced use cases.

• Community stories.

• Regular updates that keep people engaged.

Retention blogs are about building habits. You’re making sure they don’t just sign up — they stick around. They keep customers engaged so they don’t churn.

Example: Grizzle × Semrush Case Study

Grizzle’s blog doesn’t just brag about results — it shows how they helped Semrush achieve them.

Deep dive into the “after”

They walk you through the transformation: how Semrush achieved a 64% increase in non-branded traffic. This gives existing customers a roadmap to what’s possible if they keep investing in the partnership.

Retention disguised as storytelling

By highlighting real-world impact, Grizzle reinforces why Semrush (and others) should continue trusting them long-term. It’s not just marketing fluff — it’s evidence that sticking around pays off.

Community + proof

Case studies like this build a shared success narrative: clients feel proud to be featured, prospects see themselves in the story, and current customers are reassured they’re in the right hands.

That’s the essence of retention content: it doesn’t just keep the story alive, it keeps the relationship alive.

5. Revenue → Blogs that make the case for purchase

This is where your blog finally shows its ROI.

Revenue-stage blogs are BOFU (bottom-of-funnel). They show why your solution is the right one.

• Comparison blogs (“Us vs Them”).

• Case studies with metrics.

• ROI-driven breakdowns.

• Customer success stories.

These aren’t “fluffy blogs.” They’re mini sales decks wearing a blog costume.

6. Referral → Blogs that turn customers into advocates

The most underrated stage. Happy customers share — but only if you give them a reason.

Your blogs here can:

• Highlight customer stories (people love being featured).

• Educate about your referral program.

• Create content so good they want to send it to their peers.

Referral = compounding effect.  Every blog you publish is another potential share.

Putting it all together → Content Growth Funnel

From: “B2B Blogs are just for SEO/AISO.”

To: “B2B Blogs drive Awareness, Acquisition, Activation, Retention, Revenue, and Referrals.”

That’s the Content Growth Funnel.

That’s why I keep yelling AAARRR.

And that’s why content is never “just content.”

In other words → B2B blogs are full-funnel tools.

Ignore them, and you’re leaving revenue on the table.

North Star Metric + OMTM

How do you measure if all this works?

That’s where your Content North Star comes in.

Your North Star = the single most important outcome content drives for your business.

For some, it’s qualified leads.
For others, it’s product signups.
For others, it’s a revenue-attributed pipeline.

It depends on your business model, but you need one clear, guiding metric.

Then, every stage of your funnel needs its own OMTM (One Metric That Matters).

• Awareness → Organic traffic

• Acquisition → New email subscribers

• Activation → Free trial sign-ups

• Retention → Returning readers

• Revenue → Paid conversions

• Referral → Content shares

This keeps your content tied to growth, not just vanity metrics.

Let’s Wrap This Up

Here’s the thought I want to leave you with:

If you’re still treating your blog like a “top of funnel SEO dump,” you’re leaving serious money on the table.

B2B blogs are not “just content.”

They’re your silent sales team, working at every stage of your growth funnel.

Start mapping your blogs to the funnel:

• TOFU = Awareness.

• MOFU = Acquisition + Activation.

• BOFU = Revenue + Retention + Referral.

That’s your Content Growth Funnel.

And when you align them with your Content North Star + OMTM, they stop being “marketing fluff” and start becoming revenue drivers.

Funnels are not just for pirates.

They’re for content marketers who actually care about growth.

So the next time someone tells you “blogs are for SEO,” send them this edition.

Because in my world, B2B Blogs = Conversions. Period.

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