Over the span of my (longer than I care to admit) career, I’ve had the pleasure of working across a multitude of industries, various-sized companies, and for numerous leaders. One thing I’ve noticed time and again is that the content often ends up being so refined by so many people that it feels like it’s written for the company, not the reader.
But here’s the thing: content can be powerful and build an amazing brand—if you let it. Let’s talk about content at various stages of the funnel. Stick with me, friends; I promise this will be worth it. So, grab a cup of coffee (or tea, if that’s your thing) and let’s dive in.
Top of the Funnel: The First Impression
Imagine you’re at a party, and you meet someone new. What do you do? You probably don’t launch into a monologue about your job, right? You chat, share stories, and find common ground. That’s exactly what top-of-the-funnel content should do.
At this stage, it’s all about making a memorable first impression. Share interesting articles, fun videos, and engaging social media posts that reflect your brand’s personality. The goal is to gain interest from the reader, not to ask them to sign on the dotted line.
For example, think of the software company HubSpot. They often publish blog posts on a variety of marketing and sales topics, like “The Essential Guide to Memes for Marketing.” This content is entertaining, informative, and highly relevant to their audience, even though it isn’t directly about HubSpot’s products. It’s interesting and keeps readers coming back for more. And before long, they feel a connection and become fans of the brand. That’s the magic of top-of-the-funnel content—it’s all about building a connection, not closing a deal.
Middle of the Funnel: The Trust-Building Phase
Now, let’s move to the middle of the funnel. This is where things get a bit more personal. Think of it as the stage in a relationship where you’re no longer just acquaintances. You’re starting to build trust and understanding.
At this point, your content should provide value and show that you understand your audience’s needs. Share how-to guides, case studies, and insightful articles that address their pain points. It’s like having a deep conversation with a friend where you offer advice and solutions.
Take the example of Salesforce. They publish in-depth whitepapers and case studies that help businesses understand complex CRM strategies and solutions. They’re not just pushing their products; they’re genuinely helping their audience solve problems. And guess what? When those businesses are ready to buy, Salesforce is top of mind. That’s the power of middle-of-the-funnel content—it’s all about nurturing trust and showcasing your expertise.
Bottom of the Funnel: The Proposal
Finally, we reach the bottom of the funnel. This is where the magic happens—the reader is ready to decide. Think of it as the moment in a relationship where you’re ready to pop the question. You’ve built trust, shared experiences, and now it’s time to take that big step together.
But, just like a proposal, it’s crucial not to get too pushy. You want it to feel natural and confident, not forced or desperate. Your content here should be all about sealing the deal with grace. Share genuine testimonials, in-depth product demos, and detailed comparisons. Make it easy for your audience to say, “Yes, this is exactly what I need!”
Remember, even at this stage, it’s still about them and how your product or service will enhance their life. When done right, it feels like a no-brainer for them to commit. That’s the beauty of bottom-of-the-funnel content—it’s about making that final, significant leap together with trust and confidence.
Building Fans and Community: The Long-Term Relationship
One more thing before we wrap up—let’s talk about building fans and community. This isn’t something that happens overnight. It’s like nurturing a long-term relationship. You need to invest time, show genuine interest, and continuously support each other to grow together.
Your content shouldn’t always be about your company and sales. Just as in a relationship, you share experiences, celebrate each other’s successes, and create a space where your partner feels valued and heard. Building a community around your brand is about fostering genuine connections.
Take LinkedIn, for example. They celebrate their users’ milestones, share success stories, and host engaging webinars. These efforts create a community that loves and advocates for the brand, much like how friends support each other through life’s milestones. That’s the goal—to create a community that loves and advocates for your brand because they feel truly connected and valued.
So, there you have it—the power of different types of connections at various levels of the funnel. Building and maintaining a meaningful relationship is difficult, but it’s rewarding. Remember, it’s not just about selling; it’s about connecting, building trust, and taking your audience on an unforgettable journey.
Ready to Take Your Relationships to the Next Level?
Want to make those magical connections but not sure where to start? Want to build your brand without sounding like a pushy salesperson at a party? Let G2x, your marketing matchmakers, guide you!
At G2x, we promise not to talk about ourselves too much (even though we’re pretty awesome). Instead, we’ll focus on helping you build those meaningful, long-term relationships with your audience. From top-of-the-funnel flirting to bottom-of-the-funnel proposals, we’ve got you covered.
Let’s grab a virtual coffee (or tea), chat about your goals, and see how we can make some marketing magic together. No pressure, no hard sells—just good vibes and great results.
