Lesson 3 of 3 · 6 min
Mapping formats to funnel stages
Which asset belongs where, and why substituting them fails.
Video and interactive demos are not substitutes. Video makes an argument to someone with no questions; an interactive demo answers questions someone already has.
| Stage | Primary asset | Secondary |
|---|---|---|
| Awareness | 90s video | Social clips |
| Consideration | Interactive demo | Feature videos |
| Evaluation | Segment-variant demo | Written guides |
| Internal selling | Interactive leave-behind | One-page summary |
| Onboarding | Video + guide | Interactive walkthrough |
| Support | Written guide | 90s video answer |
The common mistake is putting an interactive demo on the homepage. Visitors there have no questions yet, so handing them control produces aimless clicking and a bounce.