Types of Content in Your Funnel

Nick Kozmin

Transcript

Alrighty. So in this video, I'm gonna explain the types of content that you're going to be using in your funnel. Now, there are three types of content that you will be using. The first type is what's called top of funnel content. And this, this type of content is used to get attention and cause awareness. So this can be something like ads or blog posts or outbound prospecting messages, or what we call hero videos or fun videos. Okay. So top of funnel stuff, it's used to get attention and cause awareness, and it's used to get the prospect thinking, Hmm. Like what is this? Okay, well, I'm interested, I'm raising my head. I am interested in this. Okay. Middle of the funnel content or mid of funnel content or a MOFU, as you might see later on in the course is you are starting to sell the prospect.

You're starting to isolate the prospect's problem. And you're presenting a solution. You're presenting a ton of credibility and it does a lot of the heavy lifting and it drives them down the funnel further to that trip wire of event. Okay. So top of funnel gets them to subscribe and become a lead middle of the funnel, drives them down the down that funnel and to that tripwire event. So either a demo and appointment, they're taking a questionnaire or they're buying something small or they're doing a free trial, something like that. So the middle of funnel content it's really, really important. This can be in the form of a video sales letter or a webinar or some sort of case of the in depth case study or some video testimonials or some demo videos that explain the product. Okay. Then we have the bottom of the funnel content, which is used to kick people over the fence.

So this is used as in a sales script, TA a spec sheets, testimonials reference lists some training. So this type of content is used to turn that tripwire into a customer. Okay. Turn that, that interested party into a paying full fledged customer. Okay. So I'm going to show you some examples. So this let's just use my funnel for an example, top of funnel content. I'm going to jump over to my homepage here. The top of funnel stuff is you can see here, I have some fun videos here. I have some case studies here. Okay. I have my outbound prospecting messages. I have my ads. That's all driving. It's just getting people aware of, of, of the business and the, the problem that I'm solving. Okay. So this video here is what's called top of funnel content, and then the top of funnel content routes to a landing page that Gates the mid funnel content.

Now the mid funnel content is what's called like the video sales letter, the webinar and the in depth sort of thesis. And this isn't really in depth sales page. This video sales letter is acting as mid funnel content. So if someone watches this video, they're getting more and more warmed up. And then this mid funnel stuff drives them to the tripwire event, which is the quiz. And then the apply page where they're able to book a demo. Okay. And then from there we have our bottom of the funnel content. So this, this bottom of the funnel content is like video testimonials are our reference lessons. So I have a list of customers. I have a list of references. I even have videos on my if I go to the blog index, we have some in depth customer testimonial videos. This is like a 40 minute video testimonial from one of my clients.

And we send this over after the demo at the bottom of the funnel, we send this, this video testimonial at the ATT after we complete a demo and we send them a list of references. So that's a, that's a type of a bottom of the funnel content. Okay. So top of the funnel gets attention. Middle of funnel does a lot of the sales and then bottom of the funnel kicks everybody over the fence. And so there's different. There's, there's the glue that, that connects these different types of content and these different types of assets. I mean, I made a little diagram here for you. This is the sales process, asset checklist and flows. And I've also included a sequence in which to build your assets because a lot of the times founders are, or marketers or salespeople, they build their assets in the wrong order.

They'll do like a press release before they even have the bottom of the funnel stuff done. So let me go through this. So the first thing that we're going to be building are the, the bottom of the funnel assets, the case studies, the client lists in-depth demo videos, the sales script. So we want to be able to make sure that we can close somebody once we have their attention. If we have an hour of their time, we shouldn't be making sure that we can close. So that's the most important thing to build, and we should be able to take payments. So that should, we should be able to set up some sort of payment page or some of the backend first. So, so once we do have a customer, we can actually close them. The next thing that we're going to be building is the mid funnel cons to the video sales letter and the plumbing that connects the mid funnel to the bottom of the funnel, which is your calendar page or your quiz.

Okay. Or your free trial mechanism. Okay. And then the next thing that we're going to be building a, some of the top of funnel stuff. So we're obviously going to building a homepage. And a lot of the times the home kit, the video sales letter page can function as the homepage. Okay. So if you just have one offer one product, one message, then the VSL page can function as a homepage. But if you have multiple offers multiple multiple products, then you're going to need a homepage that routes out to these different mid funnel content pieces. And so then once we build the homepage and some of the top of funnel stuff, we're going to be including that opt in page. And you remember, if I go back to my my homepage here, I have the opt in page, which is the lead capture page that connects the top of funnel to the mid funnel.

And this is the lead capture page. Okay. And we're going to obviously get into how to build all that stuff. And then from there, we're going to be building the T some top of funnel articles. So to go along with the [inaudible] to support the middle of the funnel asset. So a lot of the times you can get, you know, tons of work done just by a really solid middle of funnel, video sales letter or webinar. But a lot of the times you're going to be needing some top of funnel content to support that video sales letter or webinar. And this looks like some of the blog videos, right. On my site, let me just jump to this. So this is an example of top of funnel. So what'll end up happening is that someone's going to watch the middle middle of the funnel, but then they're going to go back and they're going to be like, Hmm, does this really check out? And they're going to start watching some of the other top of funnel content to just really make sure that they're in the right spot. Okay.

And then from there, once we have that top of funnel content done, that's when we start generating more traffic with outbound prospecting sales copy ads. Okay. And driving people into the funnel and collecting leads, they're starting to starting to do our retargeting campaigns, starting to do our email marketing automation stuff. Okay. And then the very last thing that we do once this funnel set up and it's working, that's when we started doing like press releases and doing larger content buys and whatnot. So some people will start with press releases, but they don't have any of the other stuff built. So we're starting with the bottom of the funnel stuff. We're and then we're working our way up to make sure that we make the best use of our time. So that those are the three different types of content. We have our top of funnel content, mid funnel content, bottom of the funnel content.

And then we have an opt in page that connects the top of funnel with the mid funnel where there, this is where the lead is being captured. This is where you're getting that interest someone's raising their hand and you're capturing the information. And then the mid funnel, the diff the, what separates the mid funnel from the bottom of the funnel is that trip wire event. So either a demo booking or a free trial or a small purchase. Alright. So thank you for watching this video and we'll see you in the next one.

 

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