Focusing Beyond Top of Funnel: Writing Content for AI Search

The weather shifts quickly in Milwaukee. Us Wisconsites know this. One week, you’re soaking up summer’s last warm afternoons. Next, Fall rolls in with crisp air, leaves piling up, and weekends turning into a race to get everything cleaned before winter sets in.

For many homeowners, particularly for those in rural areas, this means raking, bagging, or looking for faster ways to manage the mess.

Burn barrels are one option that often comes up in the search for a solution.

Ask AI “What is a burn barrel?” and you’ll get a quick summary: a metal container for burning yard waste.

This answer is acceptable if someone’s just curious.

But when someone is serious about buying, the questions change.

They want to know which materials last the longest.

They ask if the barrel is compliant with local burn regulations.

They compare it to DIY options.

They want to understand what makes it safer than alternatives.

These aren’t questions a quick AI summary can answer. They require context, detail, and trust. This is the kind of content that helps people move from awareness to confidence.

That same shift plays out in every industry. AI satisfies curiosity, but it cannot build the confidence people need before making decisions – at least not yet. That is where your content steps in.

Top-of-Funnel: The Beginning Phase of the Customer Journey

Top-of-funnel (TOFU) content is created for quick, informational searches. These are the questions people ask when they are curious, not when they are ready to decide.

Take a search like “what is a burn barrel”, for example.

In AI search, you will get a neat definition in seconds.

AI is built to handle this stage. It condenses surface-level information into a concise overview, answering the basics, which is often enough for people at the awareness stage.

TOFU is still the foundation of the funnel. It gives you visibility and provides the material that AI pulls from. But it cannot be where your strategy stops.

The real opportunity comes after awareness, when people need depth, context, and trust to move forward.

Content for AI Search Needs to Go Beyond the Top of the Funnel

AI may own the awareness stage, but real growth happens further down the funnel.

To create content for AI search that delivers results, you need to go beyond quick answers and focus on the depth that builds trust.

Building Depth with Middle of the Funnel Content

The middle of the funnel is where curiosity turns into evaluation. People are no longer satisfied with a quick definition. They want to compare options, weigh pros and cons, and understand which choice best fits their situation.

Think about a search like “best burn barrels for yard waste.” A simple overview cannot meet the user’s needs. They want details on durability, safety, compliance, and long-term value – before making a buyer’s decision. This requires content that goes beyond the basics.

Here is where AI falls short. It can summarize broad points, but it cannot provide the depth, context, or proof people look for at this stage of their journey.

Research from Kevin Indig supports this shift. In YMYL categories like finance, mortgages, and health, users were far more likely to click past AI overviews and into organic results when the stakes were higher and the decisions more complex.

Mid-funnel content is most effective when it demonstrates expertise in action. Product comparisons, in-depth guides, and FAQ-style explanations provide people with the clarity they need to narrow down their choices. This is the point where trust begins to form.

Driving Decisions with Bottom of the Funnel Content

The bottom of the funnel is where choices are made. People have moved past curiosity and comparison. Now they want confidence before committing.

A search like “burn barrel for sale” or “burn barrel vs DIY” reflects that shift. At this stage, users are looking for hard numbers, transparent breakdowns, and real-world proof that one option is better than another.

The formats that work best at this stage include:

• Case Studies – Show real outcomes and build trust with proof instead of promises.
• Product Comparisons – Highlight what makes one option stronger, safer, or longer-lasting than another.
• Pricing Breakdowns – Create trust by being transparent and direct with costs.
• Step-by-Step Guides – Help people see precisely how a product or service fits into their lives.

These formats deliver what AI overviews cannot. They give people confidence that their decision is the right one. And when you provide that clarity, you are not just visible in search; you become part of the decision itself.

4 Content Formats That Still Outperform AI Summaries

AI can handle definitions and surface-level facts, but it cannot replace the content that builds trust. Here are four formats that consistently outperform AI summaries by giving people the detail, proof, and clarity they need to make confident decisions.

1. Case Studies

Case studies show what actually happened when someone chose your product or service. They replace promises with proof, walking readers through the problem, the solution, and the results.

AI can summarize features, but it cannot generate genuine outcomes.

A well-crafted case study does what an overview cannot: it gives people confidence by showing how others solved the same challenge they face.

Case studies work exceptionally well in industries where credibility is critical, such as health, finance, safety, or B2B/SAAS services. By highlighting real-world success, you position your brand as a trusted guide rather than just another option.

2. Product Comparisons

When people are weighing options, a side-by-side comparison is one of the most valuable tools you can offer.

It brings clarity to the decision-making process by showing how different products compare in terms of features, quality, and long-term value.

AI can provide general summaries of pros and cons, but it cannot capture the nuance that matters in real decisions. A detailed comparison highlights the trade-offs, explains why certain features are worth the investment, and helps individuals determine which choice best suits their needs.

Strong comparison content not only builds trust but also keeps you in control of the narrative.

Instead of leaving potential buyers to piece together information from scattered sources, you give them a clear, structured view that leads them toward an informed decision.

3. Pricing Breakdowns

Few things build trust faster than clear, transparent pricing. At the bottom of the funnel, people want to know what something costs, what drives the price, and whether it fits their budget.

AI can pull average numbers, but it cannot explain the “why” behind the price.

A strong pricing breakdown shows what customers receive for their money, highlights the cost differences, and the factors that influence long-term value.

When you are upfront about pricing, you remove hesitation. People stop wondering what is hidden and start focusing on whether your solution is the right fit. That kind of clarity makes you a more trustworthy choice.

4. Detailed Guides

When someone is ready to take action, they need more than a summary. They need clear steps that show them how to get from start to finish with confidence.

AI can outline a process, but it often misses context, nuance, and practical detail.

A detailed guide fills those gaps by walking readers through each step, addressing common questions, and anticipating potential obstacles they might encounter.

Guides work exceptionally well for “how-to” and process-driven searches, whether it is setup instructions, compliance requirements, or maintenance tips. This kind of content positions your brand as the expert that makes the complex simple.

We Can’t Out-Summarize AI, But We Can Help You Win Trust

AI will always own quick answers. It is built to summarize definitions and surface-level facts in seconds.

However, when the stakes are higher, people want more than a summary.

They want proof, detail, and guidance they can trust.

That is where your content makes the difference, and where JS Interactive can help. We work with brands to create content strategies that go beyond the top of the funnel, focusing on the mid- and bottom-funnel content that AI cannot replace.

Ready to create content that survives AI search and builds real trust? Contact us today!