Middle Of The Funnel Content

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This is what you’re going to learn in today’s issue:

• The difference between top of funnel, middle of funnel, and bottom of the funnel content.

• How to create middle of the funnel content to make people aware of their problem and your solution.

• How to create educational funnels for your middle of the funnel content.

LFG…

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So, first a quick breakdown of the differences in content:

• Top Of Funnel Content - This is an awareness game. The goal here is to create content that’s relatable and has the potential to reach hundreds of thousands, if not millions of people.

• Middle Of Funnel Content - This is an educational, informational, or entertainment game. The goal here is to get more specific and create content specific to the category/niche your product lives in.

• Bottom Of The Funnel - The goal here is one of two parts: Action Oriented or Fan Oriented. Either getting someone to take action or getting someone to buy into the brand.

Now, how does this impact someone’s buying behavior?

So, Top Of Funnel content helps take someone who’s unaware of your brand or product to an aware stage - which is needed.

Because now we need to leverage middle-of-the-funnel content to take someone from aware to problem aware then solution-aware.

I see middle of the funnel content as:

• Topic Education

• Category Education

• Brand education or introduction

Topic Education

Creating content centered around the parent topic associated with the category your product lives within.

This is great for bridging someone from aware to problem aware.

Example: If hydration is the category, then health and performance or lifestyle changes are the parent topics.

Category Education 

Creating content that’s more specific and tailored to the category that your product lives within.

Examples:

Magic Mind talks about how Coffee is anxiety-inducing, the adverse effects, how it actually doesn’t help you with energy, etc.

Humantra talks about how most people are dehydrated, or how the majority of water is stripped of minerals and electrolytes, etc.

Brand Education or Introduction

This is content centered around why you’re getting into the market, the problems with the market, the opportunities, etc.

Example:

Midday Squares talks about how the majority of chocolate brands are terrible for you, and there are 4 incumbents who monopolize the market.

Scaling This Into Funnels

The last layer is setting KPIs to establish “winning content.”

For middle of the funnel content, we bucket the content into different categories, topics, and narratives relative to the brand that have the potential to be scaled across performance pillars.

Hang with me…

So, imagine Hostage Tape creates a piece of content talking about how bad mouth breathing is while you sleep.

And let’s say it performs well, aka X amount of views, shares, saves, or if a CTA is added, then measure traffic or lead gen.

Well, this is a data point that informs you what resonates with your audience or potential customers.

Therefore, it should be turned into a funnel.

• Example: Hostage Tape

• Organic Narrative: Downsides of mouth breathing

• Lead Magnet: 5 tools to stop mouth breathing while you sleep

• Landing page/advertorial: 5 Reasons why mouth breathing is killing you

Email Sequence:

• Email #1: The problem with mouth breathing

• Email #2: How to stop mouth breathing

• Email #3: How you’ll feel after mouth breathing

And by templatizing this process, you can use organic content as the core of your growth engine fueling it with data-backed decisions.

If you can’t tell, I eat, sleep, and breathe this stuff.

Want my teams help creating your middle of funnel content strategy?

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