Search isn’t about clicks anymore – it’s about presence..
If you’ve been creating content for years, you’ve probably noticed a shift, especially in the past 12 months. AI search tools like ChatGPT, Google’s AI Overviews, and Bing Copilot are now answering questions directly, often without sending users to your site.
This has sparked a growing debate: Is top and middle funnel content still worth producing?
Some argue that because AI “answers the question” upfront, especially for broad or educational topics, it’s no longer strategic to focus on those types of articles. Instead, the advice is to double down on bottom-funnel content – pages designed for prospects who are actively looking to hire a financial advisor. That’s not entirely wrong. Bottom-funnel visibility is more valuable than ever. But here’s the critical nuance:
Your bottom-funnel content doesn’t stand alone. It gets found because of the authority and depth established through the rest of your content strategy.
In today’s AI-powered search environment, your educational content still matters – because it’s not just about traffic anymore. It’s about training the system to recognize you as a grounded, trustworthy source.
Let’s break down what that means.
What “Grounded Content” Means in AI Search
The idea of grounded content has become a central concept in how AI search tools like ChatGPT, Google, and Bing decide which sources to surface. But what does it actually mean?
Grounded content is content that AI models reference and rely on when generating answers. These systems don’t just invent information – they scan and synthesize from trusted, high-quality web sources to ensure their answers are accurate, relevant, and current.
For example:
- ChatGPT with browsing mode will cite blog posts, guides, and service pages that match the query.
- Google’s AI Overviews pull information from a wide array of indexed sources and often show citations directly in the search results.
- Bing Copilot overlays AI-generated responses alongside grounded web results, often including advisor websites and niche articles.
Here’s the key insight:
Your content may not get clicked – but it still gets read.
AI systems read it. They use it. They learn from it.
If you’re not producing the kind of content that demonstrates your expertise across the topics your audience cares about, you’re less likely to show up in any form of search – AI or traditional
The Real Role of Top & Middle Funnel Content Now
If you’re judging content purely by how many clicks it gets from Google, you might think top and middle funnel topics no longer matter. But that misses the bigger picture.
Educational content still plays a critical role in your overall visibility and authority, even if the search engine is doing more of the talking now.
Here’s why top and middle funnel content still matters:
1. It Builds Topical Authority: Search engines and AI models evaluate how well you cover your area of expertise. A single bottom-funnel page can’t stand on its own – it needs supporting content that proves you understand your audience’s broader concerns and decision-making process.
2. It Trains the AI (and Google) to Trust You: AI systems surface answers based on patterns, trust signals, and domain expertise. By publishing consistently across top and mid-funnel topics, you’re helping the AI learn that your site is a credible source.
3. It Supports the Pages That Convert:
Your educational content helps bottom-funnel pages rank by reinforcing your relevance on a topic. Think of it as the foundation that allows your most important pages to rise to the top.
It Engages Visitors from Other Channels:
- Here’s a critical (and often overlooked) point: not all visitors come from search.
- Someone who hears you on a podcast might Google your name.
- A referral might browse your site to vet your credibility.
- A LinkedIn follower might click through to your latest post.
In all of these cases, your top and middle funnel content becomes the proof that you know your stuff. It builds trust, drives engagement, and gives your brand a voice beyond your service pages.
The value of content isn’t limited to how people arrive – it’s what they experience once they get there.
Bottom-Funnel Is the Goal – But Not the Only Input
It’s true that bottom-funnel content is where conversions happen. These are the pages that attract visitors who are actively looking for a financial advisor, ready to take the next step. That’s where your calls to action, credibility markers, and clear service positioning do the heavy lifting.
We often refer to this as the Sweet Spot of Search: that narrow overlap between high intent, high visibility, and high trust.
[Insert Sweet Spot diagram here]
But here’s the reality: you don’t get to the Sweet Spot without top and middle funnel content.
That educational content helps you build visibility in the first place.
It provides the topical signals that search engines and AI systems use to understand what your firm is about.
It deepens engagement with visitors who land on your site from any channel – not just Google.
Your bottom-funnel content is the destination – but it only performs when it’s supported by everything that leads up to it.
Content Strategy Is Still About Trust – Just Not Always Clicks
AI search is changing how people find answers – but it hasn’t changed what builds trust.
Top and middle funnel content may not drive the traffic it once did, but it still plays a critical role:
- It teaches AI systems what your firm knows.
- It supports the visibility of your most valuable pages.
- It builds confidence with prospects, no matter how they arrive on your site.
If you want to be the grounded source in future AI updates, you have to demonstrate your expertise today.
Bottom-funnel content may win the lead – but it’s top and middle funnel content that earns the invitation to compete.
Content Marketing for AI FAQs
1. Why is top and middle funnel content still valuable in the age of AI search?
Because AI tools like ChatGPT and Google Overviews draw from existing, high-quality web content to generate answers. Even if users don’t click, your content still helps train the system to see your site as a credible source.
2. What does “grounded content” mean?
Grounded content refers to the trusted, verifiable sources that AI models use to generate their responses. If your content demonstrates expertise, clarity, and relevance, it’s more likely to be used by these systems – whether or not it drives immediate clicks.
3. Should I only focus on bottom-funnel content now?
Bottom-funnel content is where conversions happen, and it should be prioritized – but it’s not enough on its own. It performs best when supported by educational content that builds topical authority and trust with both users and AI systems.
4. Can top and middle funnel content help with leads from other channels?
Absolutely. Not all traffic comes from search. Visitors from referrals, podcasts, LinkedIn, and other platforms often explore your content before converting. Educational content builds credibility and encourages deeper engagement across all touchpoints.
Learn more about our Content Marketing Services.
Brent is the Principal and founder of Advisor Rankings - a specialized SEO and AI search optimization agency dedicated to helping independent financial advisors strengthen authority, boost traffic, and attract high-quality leads online. He holds an MBA in Financial Planning, giving him a strong foundation in the technical side of the profession. With more than a decade of experience specializing in SEO for advisors, Brent bridges financial knowledge with digital marketing expertise. He has presented at NAPFA, FinCon, and XYPN, and appeared on several industry podcasts, including the Financial Advisor Success Podcast with Michael Kitces.
