A New Way to Think About Content Funnels
The concept of top-, middle-, and bottom-of-funnel content never made sense to me.
Hereโs why:
Everyone draws these lines differently, and there is no clarity on what type of content each bucket needs and where to place it.
Hereโs a more practical approach I use:
Outside-the-funnel and inside-the-funnel.
๐๐ก๐๐ญ ๐ข๐ฌ ๐จ๐ฎ๐ญ๐ฌ๐ข๐๐ ๐ญ๐ก๐ ๐๐ฎ๐ง๐ง๐๐ฅ?
These are people who fit your customer profile, but they:
- have either not yet heard about you and your company, or
- are aware of you but don't yet experience the pain points that you solve.
๐๐จ๐ง๐ญ๐๐ง๐ญ-๐ญ๐ฒ๐ฉ๐:
You need to post educational content that your target audience is looking for: questions they have, problems theyโre struggling with, etc.
For example for us, we post educational content aroundโฆ content marketing:
- how content marketing works
- how to create better content
- which software and tools to use, etc.
๐๐ฅ๐๐๐๐ฆ๐๐ง๐ญ:
You need to distribute that content in organic channels where your target audience hangs out:
- organic LinkedIn, Facebook, Instagram, Twitter, Tiktok, etc.
- ads on the above channels.
๐๐ก๐๐ญ ๐ข๐ฌ ๐ข๐ง๐ฌ๐ข๐๐ ๐ญ๐ก๐ ๐๐ฎ๐ง๐ง๐๐ฅ?
This includes anyone who:
- fits customer profile,
- is aware of you and your company, AND
- experiences the pain points that your product/service solves.
๐๐จ๐ง๐ญ๐๐ง๐ญ-๐ญ๐ฒ๐ฉ๐:
Inside-of-funnel content is anything that helps you convert people from the awareness stage to signed contract.
It answers why someone should work with you and not your competitor.
For example:
- How exactly do you work, and what does your process look like?
- Howโs your onboarding process, and whatโs the timeline?
- What results can customers expect?
- What are the different features of your product and service?
๐๐ฅ๐๐๐๐ฆ๐๐ง๐ญ:
- You should put it on your website because thatโs what people check when they want to work with you.
- You can send it in an email newsletter for people who have shown interest in your offer but havenโt bought it yet for some reason.
Let me know in the comments if you found this helpful.