Information Center articles can support every stage of the buying journey. If you only publish early stage content, visitors may not know what to do next. If you only focus on bottom of funnel, you may not attract enough new visitors. A healthy mix is important.
What top of funnel articles look like
- Broad questions about problems and goals, not specific vendors.
- Explanations of concepts, definitions, and basic comparisons.
- Content that helps people name and frame their situation.
These pieces help new visitors understand the landscape and see that you understand their world.
What bottom of funnel articles look like
- Detailed how to content for implementation and next steps.
- Guides that compare approaches and help readers choose a path.
- Pages that connect directly to your services and offers.
Many teams find a simple starting point helpful, such as aiming for roughly half of the articles to be early or mid stage and the other half to be closer to decision support, then adjusting based on performance and feedback.