What worked in content marketing 5 years ago isn’t as likely to work now. Araminta Robertson advises us to focus on bottom-of-funnel in 2026.

Araminta says: “Now, it's more important than ever to do bottom-of-funnel content to help appear for the right topics and the right keywords in Google, but also for LLMs.”

How do you describe the different stages of the funnel, and the content that is needed at each stage?

“It's really important to make that distinction because people have different definitions of what each stage in the funnel is.

To me, top-of-funnel content is for someone who's not aware. They are still very much at the beginning of their journey in terms of making a purchase. I work in the B2B payments and financial services sector, so I’ll use the example of an e-commerce site or merchant who wants to work with a payment provider and start accepting payments online.

At this stage of the funnel, they're still doing a lot of research. How do other companies accept payments online? What different business models are available? They're almost looking for inspiration, and they may not even have a problem yet. They're at a very early stage of their journey.

Middle-of-funnel, they are starting to be more aware that they have a problem. They're starting to do research on types of payment providers, what kind of payments they should be accepting, and what the flow should be. They're trying to understand exactly what the problem is, but they may not be looking for a solution just yet.

Bottom-of-funnel is someone who's aware they have a problem and is actively looking for a solution. In this case, they're looking for things like ‘top payment gateways,’ ‘how to accept payments online with Stripe,’ or ‘Stripe vs PayPal’.

What's key here is that it's non-branded. Often, people assume that the bottom-of-funnel is someone who already knows about your company and is trying to understand how the product works. That could be the case, but I would say that's after the buying journey, because they're already aware of your brand.

We're focussed on non-branded bottom-of-funnel: someone who doesn't know that your product exists and is actively looking for a solution to their problem.”

A key way to beat the competition is to learn from other industries. Rosemary Osuoha teaches us what we can learn from healthcare brands.

Rosemary says: “Healthcare brands can use AI and SEO to reach more patients using research papers.”

How can you use research papers to reach more users, and why is this particularly beneficial for healthcare brands?

“First of all, I'm a healthcare professional. I'm a pharmacist, and I also happen to be in SEO. I've been on both sides, from the healthcare perspective and from the SEO perspective.

From my experience, research papers are always published in academic journals, and that's it. That content is not always repurposed. I used to make that mistake, but over time I realised that this can be a real content engine.

Healthcare brands often invest heavily in research. There's always research work being done. There's always a new innovation or investigation. Sometimes, that research can be beneficial to patients, but they aren’t reading academic journals. Most of the time, patients will just Google their symptoms.

If you are not putting that research work where your patients are, you are losing money, and patients are not getting the right information from an authoritative source.

Besides healthcare brands, this is also relevant for any business that heavily invests in research work. You can take advantage of this if you do any form of research and produce data and statistics to back up the claims that you are making. Instead of leaving it in Google Scholar, you can also repurpose that into long-form content and redistribute it across different platforms like social media, YouTube, etc.

It's relevant to any businesses that carry out research, not just healthcare brands.”

Brandon Leibowitz talks about the importance of focusing on building topical authority in 2026 by creating in-depth content hubs that answer your audience’s questions better than anyone else. Talking points include: What are in-depth content hubs? How do you find your audience’s questions? What metrics do you use to ensure that you are answering the right questions? How do you know what type of content to use? What platform to use? How do you know that these are the right questions? How can you ensure that you are answering these questions better than anyone else?