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A New Way to Think About Content Funnels

The concept of top-, middle-, and bottom-of-funnel content never made sense to me.

Hereโ€™s why:

Everyone draws these lines differently, and there is no clarity on what type of content each bucket needs and where to place it.

Hereโ€™s a more practical approach I use:

Outside-the-funnel and inside-the-funnel.

๐–๐ก๐š๐ญ ๐ข๐ฌ ๐จ๐ฎ๐ญ๐ฌ๐ข๐๐ž ๐ญ๐ก๐ž ๐Ÿ๐ฎ๐ง๐ง๐ž๐ฅ?

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.


You need to post educational content that your target audience is looking for: questions they have, problems theyโ€™re struggling with, etc.

For example for us, we post educational content aroundโ€ฆ content marketing:
- how content marketing works
- how to create better content
- which software and tools to use, etc.


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.

๐–๐ก๐š๐ญ ๐ข๐ฌ ๐ข๐ง๐ฌ๐ข๐๐ž ๐ญ๐ก๐ž ๐Ÿ๐ฎ๐ง๐ง๐ž๐ฅ?

This includes anyone who:
- fits customer profile,
- is aware of you and your company, AND
- experiences the pain points that your product/service solves.


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?
- Howโ€™s your onboarding process, and whatโ€™s the timeline?
- What results can customers expect?
- What are the different features of your product and service?


- You should put it on your website because thatโ€™s 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 havenโ€™t bought it yet for some reason.

Let me know in the comments if you found this helpful.

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