Video has become a cornerstone of content marketing. But too often, it's confined to top-of-funnel (TOFU) awareness efforts—brief clips on Instagram, TikTok, or LinkedIn, aimed at grabbing attention.

Yet, video can—and should—do far more.

According to Eliott Wahba, CEO of DolFinContent, most brands are leaving incredible value on the table. “Video isn’t just for attention,” says Wahba. “It’s for education, conversion, retention, and advocacy. The best marketers are building strategies that engage at every step of the funnel.”

This guide explores how to stretch the potential of your video content across the full customer journey—from first touchpoint to loyal advocate—without needing tons of new footage.

Busting the Biggest Myths About Video

Before diving into tactics, let’s debunk a few common assumptions:

Myth 1: Video is expensive and complicated.
Reality: If your team has a decent phone and basic editing skills, you're equipped to get started. Polished doesn’t always mean effective.

Myth 2: You need brand-new content for every campaign.
Reality: Repurposing existing blogs, case studies, or webinars into video is one of the fastest ways to scale.

Myth 3: You need professional actors.
Reality: Your internal team, with their authenticity and connection to the product, often performs better on camera.

Video Isn’t Just for TOFU

Using video only at the top of the funnel is like eating just the toppings off your pizza—you're missing the whole point.

Instead, DolFinContent helps clients develop full-funnel video strategies that move viewers from discovery to decision, then beyond into expansion and advocacy.

Let’s break that down.

How to Build a Full-Funnel Video Strategy

Each stage of the customer journey deserves video content tailored to its purpose. Here's how:

1. Awareness (TOFU)

Objective: Grab attention and educate
Ideal video: Educational explainer or insight-driven thought leadership

Eliott Wahba puts it simply: “If you’re not teaching, you’re just selling. And nobody likes that.”

Think: A short video summarizing key findings from your recent report or blog post.

Track: Total hours watched

2. Consideration (MOFU)

Objective: Show the value of your solution
Ideal video: Product demos or tutorials showing how your solution solves a real problem

At this stage, the viewer knows who you are—but needs clarity on what you do.
Focus on making them the hero of the story.

Track: Engagement rate (aim for 20-30%)

3. Decision (BOFU)

Objective: Win over competitors
Ideal video: Honest brand comparison or testimonial

Transparency builds trust. Eliott Wahba recommends being upfront. “The smartest buyers don’t want a sales pitch—they want real talk. Give it to them.”

Use videos to compare your solution against others, highlighting strengths without tearing others down.

Track: Heatmaps, drop-off points, viewer completion

4. Adoption

Objective: Help new customers succeed
Ideal video: Walkthroughs, integration how-tos, onboarding series

Once someone converts, don’t abandon them—support them.
This is where FAQ videos and short “how-to” clips shine.

Track: Play rate, repeat views, and engagement

5. Expansion

Objective: Encourage upsell or cross-sell
Ideal video: Feature showcases or customer use cases

Here’s where a little “sales” is okay. Highlight premium features and ways to get even more value.

DolFinContent clients often benefit from videos that reveal additional services or integrations their customers didn’t know existed.

Track: Click-through rate, conversions from existing accounts

6. Advocacy

Objective: Turn users into promoters
Ideal video: Success stories or peer-led explainers

Let your customers shine. Feature their wins, with your solution playing the supporting role.
Wahba notes, “When a customer tells your story for you, it's 10x more believable.”

Track: Social shares, word-of-mouth leads

Bonus Tips From DolFinContent’s Creative Team

Eliott Wahba and the team at DolFinContent shared a few extra gems for getting the most out of your video marketing funnel:

• Start with education, not promotion.
  Viewers are more likely to watch if they’re learning something new.
• Don’t chase perfection.
  Authenticity outperforms gloss. iPhone > studio, if the message is strong.
• Make employees camera-friendly.
  Build confidence with small asks. A smile or short intro is a start.
• Turn boring into brilliant.
  Launching a pricing update? Celebrate it with a quirky video.
• Use AI to reduce the grunt work.
  From writing scripts to trimming edits, AI tools can speed up production.
• Repurpose your gold.
  Break a 45-minute webinar into 15 snackable clips and distribute them everywhere.

Take Full Advantage of Your Video Funnel

It’s time to stop underestimating your video library.

By building a full-funnel strategy, you don’t need more content—just smarter content.
And if you want to scale it fast, DolFinContent is your on-demand video partner.

From scripting and production to performance creative and AI-powered scaling, we help brands turn ordinary videos into high-performing funnel assets.

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