Letter #68: You don’t need a content funnel
Changing your mindset will let you drive more conversions with content.
Yes, you read that right: You don’t need a content funnel.
But what you do need is to create a content library, an exploratory ground full of valuable resources (🤩) that pulls and retains readers like a magnet.
What I’m really suggesting here is a mindset shift — a small tweak, really. One that can help you drive tons of conversions with content.
I’d drop the mic here, but I need to explain what I mean. So here goes:
Sure, you need content for different awareness and interest stages. But that doesn’t mean you need to plan and create content for three rigid stages only.
Because:
a. Readers don’t strictly move through a funnel. It’s a non-linear, I’ll-read-what-I-like-in-no-particular-order journey instead.
b. Content in diff funnel stages serves folks in different stages of their journey.
Let’s break down the funnel, or rather, readers’ journey (remember, it’s not linear — I’m only laying it out like that so I can transfer my thoughts to you):
Stage 1: Content that drives awareness
Content formats that help with this: Videos including webinars and blog posts.
Typical funnel stage: Top/TOFU
Stage 2: Content that nurtures, engages, and introduces your product
Content formats that help with this: Blog posts and newsletter.
Typical funnel stage: Top + Middle
Stage 3: Content that educates interested folks about your product
Content formats that help with this: How-to, product-led blog content, and templates.
Typical funnel stage: Middle/MOFU + post-purchase customer retention (why is that not a funnel stage? — ohh yes, the funnel is limited so we need to switch our mindset).
Stage 4: Content that helps interested folks other available options/tools
Content formats that help with this: ‘Alternatives to X’ posts' and ‘our tool vs Y tool’ posts.
Typical funnel stage: Middle + bottom-ish
Stage 5: Content that encourages people to buy
Content formats that help with this: Case studies.
Typical funnel stage: BOFU
Stage 6: Content that helps and retains converted readers/customers
Content formats that help with this: How-to, product-led blog content, ‘X features you aren’t using’ posts, and ‘how Z company used our tool or a specific feature.’
Typical funnel stage: Outside the typical funnel’s realm
See what’s happening here? Content from different funnel stages:
Does different jobs. Example: how-to product content educates product-aware, even unaware folks as well as customers
Falls into different funnel stages. Example: Your TOFU content can also intro your tool (Ahrefs’ and Zapier’s content is the perfect example here).
What’s more, readers don’t read in stages. They read whatever tickles their fancy. Some may start off with a product-led piece (intended for a MOFU audience), others may even kick off with a case study (such as myself).
It’s why we need to shed strict funnel boundaries.
Here’s how you can do that: for each content piece that you add to your backlog:
Add what its purpose is (how will it contribute to add value to your target reader and how does it align with your content goals)
Pinpoint related pieces that’ll add further value to the piece (internal links are the glue to your library — they’re what will keep readers on your page)
Determine whether it’s okay to pitch your product in the piece
For the last point, ask yourself these 3 questions to find your answer:
Will the piece provide value upfront?
Can your product truly help or will you have to squeeze in a mention?
What’s the search intent (are people searching to educate themselves or are they shopping)?
Oh and a few tips to make your content library valuable:
Leverage founder-led content and/or employee advocacy to drive interest
And, no your founder or team members don’t need to spread themselves thin. Master 1 platform and you’re good (Maven’s Wes Kao is a great example of this).
Mix and use at least 2-3 content formats and channels
I’m talkin’ newsletter, podcast, LinkedIn carousels, and bite-sized videos.
Show your brand personality each step of the way
Write in your unique voice to improve your content’s stickiness (aka memorability factor).
That’s all for today, folks
What are your thoughts on traditional content funnels vs content libraries? I’m looking forward to hearing back from you.
Cheers 🥂
- M
The traditional way of thinking in this area doesn't work for the industry I'm in. Taxes and accounting don't follow those linear trains of thought, and people are constantly looking to change. For those without a gigantic market share, it takes a mixture of concepts to gather and retain. Thank you for the mind meld (Star Trek type of thought share). Thanks Masooma!