If you’re in B2B marketing, you’ve probably heard a million times that content is king. But let’s be honest: building a full content marketing funnel is messy, time-consuming, and easy to overcomplicate. If you’re looking to use AI tools to speed things up—without ending up with a pile of generic, lifeless content—this guide’s for you.
We’ll walk through each stage of a real B2B content funnel using Writesonic, show you what works (and what doesn’t), and call out the shortcuts that actually save time. No fluff, no wild growth promises—just practical steps.
Step 1: Map Out Your Actual Funnel (Don’t Skip This)
Before you crank out articles, figure out what your funnel really needs. Most B2B buyers don’t convert after reading a single blog post. Here’s what a basic B2B content funnel usually looks like:
- Top of Funnel (TOFU): Blog posts, guides, infographics. The goal: get on a prospect’s radar.
- Middle of Funnel (MOFU): Case studies, whitepapers, comparison guides. The goal: show you solve real problems.
- Bottom of Funnel (BOFU): Product pages, demos, ROI calculators. The goal: help a prospect justify buying.
Pro tip: Don’t make this complicated. One or two pieces at each stage is plenty to start. You can always add more later.
Step 2: Build Your Content Briefs—Not Just Keywords
AI tools like Writesonic are only as good as your inputs. Generic prompts lead to bland, forgettable content. Start with tight, clear briefs for each asset.
- Pick topics that answer real questions. Use sales calls, support tickets, or common objections as fuel.
- Define the audience. “IT managers at SaaS companies with 50-200 employees” is better than “everyone.”
- Set a goal for each piece. Awareness? Lead gen? Sales enablement? Be specific.
- List must-cover points. Don’t assume the AI will magically know your product’s nuance.
Skip: “Write me a blog post about cloud security.” Instead, try, “Write a blog post for busy IT managers at mid-sized SaaS companies about the three biggest cloud security mistakes they make, based on real-world examples.”
Step 3: Use Writesonic to Generate First Drafts—But Don’t Take Them at Face Value
All right, now’s when you fire up Writesonic. A few tips to get the most out of it:
- Start with the right template. Writesonic offers blog post, landing page, case study, and ad copy templates. Pick what fits your goal.
- Feed in your brief, not just keywords. Paste your full outline or talking points into the prompt.
- Choose tone and length. For B2B, “professional but conversational” usually works best.
- Generate multiple outputs. Don’t just take the first version. Run a few and cherry-pick the best parts.
What Works
- Speed. You’ll get a decent draft in minutes, not hours.
- Structure. Writesonic’s outputs usually have a logical flow.
- Variety. Multiple generations give you different angles.
What Doesn’t
- Depth. Out-of-the-box content can be shallow or generic.
- Specificity. AI doesn’t know your product or customer as well as you do.
- Accuracy. Always double-check facts—AI makes things up sometimes.
Ignore: The urge to publish content straight from the generator. Your competitors are doing that, and it shows.
Step 4: Edit Ruthlessly—Make It Sound Like You, Not a Robot
This is where most people drop the ball. AI outputs are a starting point, not the finish line. Here’s how to make sure your content stands out:
- Add your real-world experience. Drop in customer anecdotes, data points, or war stories.
- Cut filler and jargon. If it sounds like something you’d ignore, delete it.
- Fix the intro and ending. These are usually the weakest parts in AI drafts.
- Link to your own assets. Connect blog posts to case studies, product pages, and so on.
Pro tip: Read it out loud. If you wouldn’t say it to a colleague, rewrite it.
Step 5: Create Middle and Bottom Funnel Content That Actually Gets Read
Most B2B funnels die in the middle. People love writing blog posts, but case studies and product explainers are tougher—and way more valuable.
For Case Studies
- Use the case study template in Writesonic.
- Input real customer details (change names if needed for privacy).
- Highlight outcomes, not just features. “Reduced onboarding time by 50%,” not “we offer onboarding support.”
For Comparison Guides or Whitepapers
- Feed in your brief with competitor info. Be honest—if your product isn’t the best at something, acknowledge it.
- Ask for a balanced tone. No one believes “we’re perfect at everything.”
For Landing Pages and CTAs
- Use Writesonic’s landing page tool. Give it a strong value prop and real pain points.
- Edit for clarity. B2B buyers have seen every sales gimmick. Keep it clean and direct.
What to ignore: Over-selling. B2B buyers are cynical—if it sounds too good to be true, they’ll bounce.
Step 6: Repurpose Content the Smart Way
Don’t reinvent the wheel for every channel. Writesonic can help you adapt existing content into other formats:
- Turn a blog post into a LinkedIn post or email.
- Convert a whitepaper into a slide deck.
- Summarize case studies for social proof snippets.
Pro tip: Use the “content rephrasing” or “summary” tools, but always check for accuracy and tone.
Step 7: Publish, Promote, and Track—But Don’t Get Lost in Vanity Metrics
Once you’ve got your funnel pieces ready:
- Publish on your site, LinkedIn, or email sequences.
- Promote thoughtfully. Quality beats quantity. One good post in the right Slack community or newsletter can outperform a dozen tweets.
- Track what matters. Leads, demo requests, or sales conversations—not just traffic or likes.
Skip: Spending hours tracking every micro-metric. Focus on actions that move deals forward.
Step 8: Iterate Based on What Actually Works
AI tools make it easy to crank out more content. Don’t fall into the trap of “more is better.” Instead:
- Double down on what’s working. If a case study closes deals, make more like it.
- Kill what’s not. If a blog post drives zero engagement, retire it or rework it.
- Update your funnel quarterly. Markets and products change—your content should too.
A Few Honest Takes
Here’s what I’ve learned after trying every shortcut out there:
- AI can save you hours, but it can’t replace your judgment. The best B2B content still needs your expertise.
- Don’t chase every new feature. Stick with what solves your real problems.
- If it feels generic, it is. Always add your unique voice and proof.
Keep It Simple, Keep It Moving
A complete B2B content marketing funnel isn’t rocket science, but it does take real work. Use Writesonic to cover the basics quickly, then spend your energy making the content actually useful for your buyers. Start small, keep it honest, and don’t overthink it. Iterate as you go—nobody gets it perfect on the first try.