EMBiz: What Is Top Of Funnel Content

Hi everyone, Laurel Mintz here, CEO & Founder of Elevate My Brand, and this is EMBiz.

I can't believe I still have to have this conversation with you. You really aren't getting that top-of-funnel content is where it's at. The number of times we have conversations with people that are "sales, sales, sales, sales, sales" when they've not built a brand blows my mind. So I am double-clicking on this yet again because the intention, especially when you're building a new brand or targeting a new audience, is investigative intent. 

And the only way to do that is either organic content, which is top of funnel, or spending a lot of money on paid advertising. (I guess you could do cross-promotions and partnerships as well.) But for most of us, it's really about organic content. More bang, less buck. 

Creating a volume of content—for example, things like infographics, tutorial videos, thought leadership pieces. We walk this talk at Elevate. The real purpose is to generate awareness—that top-of-funnel visibility and awareness—and then ask the audience to take some sort of step. Sign up for your newsletter. Sign up for a free consultation. Get them into the funnel, into that next layer of that marketing funnel conversation. 

So, please, stop focusing on sales and start working on your content. Because I promise you, when done right, the entire purpose of top-of-funnel sales closes the gap from first point of contact to that end sale, which I know is your goal, but you've got to do it in a super intentional, consistent, and aware way so that your audience just doesn't feel like you're shoving a sale down their throat. That's the true value of great organic top-of-funnel content.