The content funnel strategy all business owners should be actioning
Ever feel like you're creating content in circles? You're posting daily, showing up consistently, but somehow it feels like you're lost in a city without a map - putting in the work but getting nowhere fast?
I recently shared my proven content strategy on the Digital Trailblazer Podcast, and the response was incredible. People finally understood why their "post every day" approach wasn't working and how to actually build a content system that converts followers into paying clients.
Let me break down the exact strategy that helped one of my clients gain 5,000 followers in a single weekend - and more importantly, convert them into high-ticket clients.
The problem with "Just create value"
Here's what most people get wrong about content marketing: they think if they just post valuable content every day, sales will eventually follow. But here's the reality - posting daily isn't a strategy, it's just activity.
The real issue is that most business owners create content for themselves, not their audience. We post what WE think is valuable, not what our audience actually needs to hear right now.
The 3 C's framework
My approach breaks down into three essential phases:
Connect: Understanding your audience beyond basic demographics and connecting with your actual goals (not just "make money from Instagram")
Create: Building strategic content using the funnel approach I'm about to share
Cultivate: Developing systems that make your content work harder, not creating more content
But here's where it gets interesting - the game-changer is understanding how to create content for different parts of your marketing funnel.
The content funnel strategy
Think about a traditional sales funnel - wide at the top, narrow at the bottom. Your content needs to work the same way:
Top of Funnel: Content for people who don't know you exist Middle of Funnel: Content for people getting to know you
Bottom of Funnel: Content for people ready to buy
Here's the mistake I see everywhere: business owners spend too much time creating middle and bottom funnel content (sales posts, "here's why you need me" content) and not enough time on top of funnel content that actually brings in new people.
Real case study: the financial advisors
Let me share exactly how this worked for one of my clients - a wealth protection company in Australia. They help business owners protect their homes and assets, but nobody wants to hear "you could lose your house if your business fails."
So instead of leading with their core service (bottom funnel), we created top of funnel content that met their audience where they were.
The content? A simple tax hack filmed over lunch: "In Australia, you can't claim lunch at a restaurant, but if you take it to your place of work, it's sustenance and you can claim it on tax."
That one post gained 2,000 followers over a weekend on TikTok. But here's the key - they already had middle and bottom funnel content pinned to their profile. When people discovered them through the tax hack, they saw content asking "Are you a company director? Do you own a home?" with clear calls to action.
The result? Their DMs were flooded with people saying "home, home, home" - and one viewer flew interstate to sign work with them.
Top of funnel: meet them where they are
Your top of funnel content needs to address what your audience THINKS they need, not what they actually need. For example:
A health coach's audience thinks they need the latest apple cider vinegar recipe, but they actually need a complete lifestyle change
My audience thinks they need to know the right number of hashtags, but they actually need a complete content strategy
That wealth protection client's audience thought they needed tax hacks, but they actually needed asset protection
The key is meeting your audience with their perceived need, then guiding them to their actual need through your middle and bottom funnel content.
Middle of funnel: build trust and authority
This is where you start introducing your expertise, but in an engaging way. Skip the "5 tips for X" format - instead, use storytelling.
I recently shared a story from The Alchemist about focusing on the oil while also seeing the beautiful gardens around you. The lesson? In content marketing, you need to be strategic (focus on the oil) while also being present and intentional (seeing the gardens).
That story taught a valuable lesson about balance in marketing while being far more engaging than a typical "tips" post.
Bottom of funnel: smart selling
This isn't about posting mockups of your course. Bottom funnel content should focus on proof, case studies, and social proof. But here's the smart part - use your Stories and DMs for direct selling, not your main feed.
Your main feed content (especially video content) goes to people who don't know you. Your Stories go to people who already follow you. Use each strategically.
The “controversy” factor
One thing that emerged in our podcast conversation was the power of having opinions. People are afraid of being polarising, but here's the reality: if you repel certain clients by being authentically you, they probably would have been difficult clients anyway.
Find your "hill you're willing to die on" and don't be afraid to plant your flag there. For me, it might be "posting daily without strategy is just noise."
Dealing with criticism
The more people you reach, the more criticism you'll get - it's just statistics. That million-view video I mentioned? The comments section wasn't all sunshine and rainbows. But my clients can handle it because they know that criticism usually says more about the commenter than about them.
Remember: it takes three positive comments to counteract one negative, so focus on the good feedback and remember that engaged haters are still engagement.
The repost strategy
Here's a bonus strategy: that same tax hack video? We reposted it months later with minor edits and it hit one million views, gaining 5,000 more followers. TikTok (and increasingly Instagram) allows you to repost content that performed well.
The key is making sure your viral content is aligned with your business, not just viral for the sake of views.
Final thoughts
Content marketing isn't about posting every day or being everywhere at once. It's about having a clear strategy that connects with your audience at different stages of their journey.
The funnel approach works because it mirrors how people actually discover and buy from businesses. They don't go from "never heard of you" to "take my money" - there's a journey in between, and your content needs to support that entire journey.
Stop creating content in circles. Start creating content with intention, and watch how it transforms not just your follower count, but your actual business results.