How to Create a Winning Top of Funnel Marketing Strategy

There are 3 stages of a lead funnel. But most people always seem to forget about one.

It isn’t that this one is the most important part of your lead funnel.

Each stage is just as important as the other, but without this one…nothing else can happen!

And when we talk about nothing else happening, we mean:

• Marketing that works.
• Sales that close.
• Content that converts.
• Emails that are delivered, opened, and read.
• Campaigns that create a positive ROI.

It doesn’t matter what industry you’re in, lead generation is the lifeblood of your business. Without consistent leads coming in, you won’t have the time to grow, scale, or work “on” your business. For business owners, entrepreneurs, and marketers alike, it’s enough to keep you awake at night.

Without a lead funnel that works, everything else you do is that much harder.

Because an effective lead funnel creates money, awareness, brand loyalty, and frees up your…TIME!

Maybe you see other businesses succeeding online and wonder what they’re doing that you’re not. They seem to have a limitless budget to spend on Facebook ads. They have one successful case study after another and create great content. And more importantly…their audience engages with this content.

• Likes…
• Shares…
• Comments…

You do a lot of the same things they do, but everything for you is that much harder.

If you’ve ever found yourself comparing yourself to someone else, you know how draining it is. You also know it doesn’t help. Intellectually, you know you don’t know the whole story. You only get to see what they share with the world.

Still, that little voice (the one that keeps you awake at night) keeps saying they have something you don’t.

• More money…
• More skills or experience…
• A secret of some kind…

If you had it, you too would have what they have.

But deep down you know what the answer is…

They have their Lead Generation dialed in!

They reach a lot of people with their content, bring them into the top of their funnel and nurture them. Their lead funnel works. This fuels further growth, creates more money, and frees up more time to grow and scale their business.

There’s no secret to their success…other than the fact they focus on ALL 3 Stages of The Lead Funnel.

Where most businesses obsess over one or two stages, they appreciate that all 3 must work!

Especially the first stage of the lead funnel.

Without this first part, nothing else matters!

Introducing the Top of Funnel!

What is the top of funnel? The top of funnel refers to activities and campaigns that focus on the initial stage of lead generation: targeting your audience, reaching them, and ensuring they take action.

It’s not that it’s the most important part of the Lead Generation Process…there is no “most important” part. All three stages are as important as the other. All must work alongside one another.

Yet the journey begins here with your top of funnel marketing.

So, what are those 3 stages?

1. Top of Funnel (TOFU)
2. Middle of Funnel (MOFU)
3. Bottom of Funnel (BOFU)

You’ve likely seen this process illustrated many times before:

Your aim as a marketer is to attract a lot of leads into your funnel (Top of Funnel; Awareness and Discovery stages), build their trust through engaging content and education (Middle of Funnel; Evaluation and Intent stages), and finally turn them into a customer with a valuable product (Bottom of Funnel; Purchase and Loyalty stages).

Each stage is as important as the last.

It’s a given that you won’t convert everyone, and there will be a drop-off in leads and engagement.

Yet with a dialed-in lead funnel, you convert enough of your leads so it drives down your costs, frees up your time, and gives you the money you need to grow and scale your business.

It ALL begins with your top of funnel marketing.

It’s in this upper funnel that you start a relationship with a new lead. This is getting harder and harder to achieve because there’s greater competition online and in the real world than ever before.

Yet this competition also brings with it a lot of opportunities.

That’s what we focus on in this article.

The opportunity to create:

• a top of funnel marketing strategy that stands out!
• top of funnel content that creates massive brand awareness.
• a top of funnel marketing machine that generates new leads.

Every day. All day. On autopilot. So you can focus your time and energy elsewhere!

Creating an effective top of funnel marketing strategy won’t solve all your problems. But until you dial it in, you’ll struggle to build a lead funnel that does the hard work for you and turns your lead generation efforts on autopilot.

Let’s dive in, beginning with the top of funnel content that will help you stand out for the right reasons.

The Different Types of Top of Funnel Content

When creating your top of funnel marketing, you need to take into account:

1. What YOU, as a business want to achieve…
2. What your audience wants and needs…

Your aim as a business during the top of funnel stage is to:

1. Create Brand Awareness.
2. Generate New Leads.
3. Learn About and Understand Who Your Audience is.
4. Create Customer Profiles and Avatars.

This is what you need out of it. The first two fuel your lead funnel, whereas the final two pieces help you build out the rest of it (The middle and bottom of the funnel).

It’s important to know what you want out of this…

BUT it should not overshadow what your audience does.

“What matters the most is creating GREAT top of funnel content that attracts and serves your audience.”

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There are many ways to do this in today’s fast-paced and ever-connected society. In this article, we’ll share 8 of the most important pieces of top of funnel content you can create.

We’ll then show you how to create a top of the funnel marketing strategy that ticks both yours and your audience’s main boxes.

Throughout, we’ll share successful examples from leading marketers, as well as some of the tools you can use to track and measure your results.

BUT what’s most important is that YOU relate everything to you and your business.

There is no single solution to top of funnel marketing. Yours will likely differ from ours at Mirasee.

So take everything on board. But filter it all so it relates to you and your business.

With this in mind, let’s focus on the first piece of top of funnel content.

1: Blog Posts / Articles (and even Books)

When it comes to the top of the funnel, there are two main types of content:

1. Pillar Content
2. Satellite Content

Pillar content is often what you drive attention toward. Whereas satellite content does the driving.

Blog posts, articles, and even books often play a large role in pillar content.

Pillar content is long-form, goes deeper into a topic, and is the type of content that proves you’re an authority. This is important because your future leads will not trust you straight away. They’re skeptical of you. They’re bombarded with content and messages each day.

What makes you different from everyone else?

Why should they spend their time listening to you?

Longer-form blog posts and articles help build this initial trust. They allow you to provide a lot of practical help in a single location. If they like what they see, they’re more likely to enter your lead funnel by:

• Signing up for your newsletter…
• Downloading your free guide…
• Enrolling in your free 10-day challenge…
• Joining your free trial offer…

Some of your articles may be short (under 1,000 words) whereas others will be long and in-depth (6,000+ words). However long it is and whatever the topic is about, the purpose is to create engaging and helpful content.

This is what most of your other top of funnel content will drive back to.

It needs to stand out for the right reasons and leave a lasting impact.

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** NOTE ** You can include in-depth Video and Audio in this section, too. A YouTube Channel and Podcast often play the same role as a blog.

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How To Measure Top of Funnel Content Like This:

Whatever top of funnel content you create, it’s important to track and measure its success (or lack of).

To do this it’s important to set 1 to 2 Key Performance Indicators (KPIs).

For example, the KPIs you set for pillar content like blog posts, articles, books, or videos may include:

• Unique Page Views
• Time on Page
• Bounce Rate
• Social Media Shares/Engagements
• Downloads (if it’s a podcast)
• Search Engine Rank
• Direct Leads and/or Sales

You can achieve much of this through Google Analytics, but other tools such as Hubspot, Marketo, Exponea, and Crazy Egg can help you track and measure your KPIs. 

Great Examples of This Type of Top of Funnel Content:

One of the best examples of long-form articles comes from Brian Dean and his work at Backlinko. Joanna Wiebe and her team at Copyhackers also excel with long-form articles and guides, as does the Copyblogger team.

Whereas someone like Jeff Bullas creates shorter articles, releasing them on a more regular basis.

There are plenty of video examples, too, with Evan Carmichael renowned for his shorter videos, and Sunny Lenarduzzi with her longer, more in-depth trainings and reviews.

2: Social Media Content

We live in a social media driven world. This is both an opportunity and a curse.

On the one hand, you can reach millions of relevant people (potentially for free). 

On the other, you’re up against an endless stream of messages, memes, cat videos, and selfies.

Most of the content on social media is not engaging, helpful, or remotely useful. 

Your job as a content creator is to succeed where most everyone else doesn’t.

An opportunity, for sure, but one that isn’t easy to consistently produce.

The actual content you produce often depends on the platform.

• Facebook = shorter form posts and videos
• Instagram = images and short videos
• TikTok = short videos
• LinkedIn = long-form posts and articles
• Twitter = micro-posts, images, and short videos

No matter what your content is, it will almost always be satellite content that drives back to your website, article, YouTube channel, or podcast. By design, social media isn’t designed for YOU.

It’s not here to help you generate new leads.

To reach new audiences and capture their attention? YES!

To get their email and have them enter your lead funnel? NO!!

So although this kind of top of funnel content is VERY important, its main purpose is to create awareness and capture attention. It needs to align with pillar content, otherwise you’ll build a potentially large audience, but one that doesn’t convert into leads.

How To Measure Top of Funnel Content Like This:

When it comes to measuring your social media content, you need to take into consideration:

• Reach (how many people have seen your messages)
• Engagement (likes, comments, and shares)

Both are important, as both help you appreciate which of your top of funnel content performs the best. 

There are tools that help you track and measure both of these, including Buffer, Sprout Social, and Hootsuite.

Great Examples of This Type of Top of Funnel Content:

Gary Vaynerchuk offers a great example of social media designed for the top of funnel. Through Facebook, LinkedIn, Instagram, and almost every other platform there is, he’s worth studying on how to create social media content that converts.

3: SEO

SEO differs from all other top of funnel content because its job is to enhance other content (mainly, your pillar content: articles, blog posts, YouTube videos, books, etc…).

However, SEO plays one of the most important roles in your top of the funnel marketing strategy.

It isn’t that you should specifically create content with SEO in mind, but SEO should always be part of the conversation. It’s often the difference between an article having fleeting success compared to one that builds long-term momentum.

• What is keywords and phrases are your audience searching for?
• What questions are they asking online?
• Is your content created with mobile in mind?
• Is your content accessible for both Google’s algorithms and real people?

If you optimize your top of funnel content for SEO (especially your pillar content), you’ll organically and automatically bring in fresh, new traffic each week. This traffic will also increase over time, as your content ranks higher in Google.

So although SEO isn’t content per se, it possibly plays the most important role in your top of the funnel marketing strategy.

How To Measure Top of Funnel Content Like This:

Although Google isn’t the only search engine, it’s the most important. Still, that isn’t to say you shouldn’t take a platform like Bing into account (or YouTube, if you produce high-quality videos).

What matters the most is how well a piece of content ranks over time.

Tools like Serped and Ahrefs allow you to track your content on Google and YouTube, so you can see if it’s trending upward over time or if it’s not. It’s also helpful to track how many “backlinks” an article gets, as this plays a huge role in how well something ranks on Google et al.

Finally, another important metric to measure is the amount of organic traffic a piece of content receives. Google Analytics is all you need to do this, but other tools like Hubspot and Marketo also work.

Great Examples of This Type of Top of Funnel Content:

Brian Dean is one of the best examples of someone who creates great content that ranks well in Google. Neil Patel isn’t far behind, always creating both articles and videos that focus on certain keywords and phrases. 

Finally, Examine.com is worth studying, as their in-depth reviews and case studies always rank well. Although not written with SEO in mind, it’s proof that high-quality content will always rank high in the search engines.

4: Video / Audio Marketing

The by-product of a fast-paced world is that people have less time to read. We’re attracted to visuals, with video continuing to play a massive role in how we consume content (and in marketing as a whole).

It’s said the average person watched one and a half hours of online videos per day, and that 72% of people prefer to learn about a new product via video instead of text.

Through video and audio, you can create short, compelling top of funnel content that drives your audience back to your pillar content. Short and compelling are the keywords to consider here.

When we talk about video and audio marketing, we’re not focusing on long-form YouTube videos or podcasts. Instead, we talk about trailer videos, memes, and thought-provoking videos that have the potential to go viral.

This is one of the best ways to create mass awareness in today’s world, driving new leads toward your top of funnel.

How To Measure Top of Funnel Content Like This:

Like social media, the key metrics to consider are:

• Reach (how many people have seen your messages)
• Engagement (likes, comments, and shares)

Because most of this will take place over social media, tools like Buffer, Sprout Social, and Hootsuite once again prove helpful.

Great Examples of This Type of Top of Funnel Content:

Once more, Gary V is a great example of both video and audio marketing. Other entrepreneurs and thought leaders who excel in this area include Preston Smiles (video), Amanda Bucci (video), and Amy Porterfield (audio).

5: Infographics

Similar to the previous type of top of funnel content, infographics are perfect for today’s fast-paced world. Different from memes, an infographic must provide some valuable information.

Because of this, an infographic can act as both a pillar and satellite piece of content.

It often accompanies a larger body of work (like an article or in-depth video) but can be detailed enough to survive on its own. It’s an underused type of top of funnel content, which can perfectly balance detail with accessibility.

When it comes to capturing attention and sharing complex details in a simple way, a high-quality infographic can tick a lot of boxes.

How To Measure Top of Funnel Content Like This:

As with social media and video marketing, the key metrics to consider are:

• Reach (how many people have seen your messages)
• Engagement (likes, comments, and shares)

Again, tools like Buffer, Sprout Social, and Hootsuite are what you need.

Great Examples of This Type of Top of Funnel Content:

There are some great examples of powerful infographics online. Some of our favorites come from WebFX, Quill and this one from Happify…

6: Online Advertising

Online advertising is one of the primary ways to create awareness and capture attention (especially when social media platforms make it harder to reach your audience organically).

Oftentimes, your online ads act as satellite content that drives your audience to an article, video, guide, book, or some other form of lead magnet. But not all online advertising has to drive lead generation.

A growing trend today sees marketers use an option like Facebook Ads to get top of mind and build awareness and reach. No signup. No lead generation form. Instead, an “ad stack” designed to build trust so your audience begins to feel like you appear everywhere — offering value, rather than selling to them.

Whether your online ad is designed to drive awareness or capture leads, the goal remains the same: guide them toward your top of funnel. Through video, images, and written text, online advertising is more important now than ever before. It’s also unlikely to change anytime soon.

How To Measure Top of Funnel Content Like This…

Similar to social media, it’s important to measure reach and engagement.

Yet measuring conversions is also important.

Although what this looks like depends on the ad itself (i.e. if it’s a lead gen ad, sales ad, or awareness ad).

The platform you use for your ads (Facebook, Google Adwords, YouTube, etc…) often provide all the analytical tools you need. Although you can go deeper by using software like AdEspresso or Hootsuite.

Great Examples of This Type of Top of Funnel Content:

A great example of someone who uses online advertising to build awareness, omnipresence, and trust is Scott Oldford. If you want to experience this in person, signup for his list and study the kind of ads he shares, and the type of top of funnel content he uses to retarget you with.

7: Influencer Marketing

Influencer marketing isn’t new. Yet until recently, it hasn’t been accessible to most businesses. For decades, large brands like Coca-Cola and Nike have endorsed celebrities and athletes. This is influencer marketing in its basic form: to leverage someone else’s influence for your own brand awareness…

Since the popularisation of social media (in particular, Instagram and YouTube), influencer marketing has become more prominent. People with hundreds of thousands of followers flood the internet, giving you the opportunity to reach the masses through someone else’s fame.

It’s a great method of increasing your reach and generating awareness. Through partnerships and referral marketing, you can directly influence your lead generation. It’s often an affordable way to get people into your top of funnel — especially if you work with micro-influencers and those with small but loyal followings.

How To Measure Top of Funnel Content Like This

Measuring the success of an influencer campaign isn’t as simple as some of these other methods. One of the best ways is to create a unique landing page for each influencer you work with, so all traffic they send your way funnels to one place.

From here, you measure this page’s traffic for:

• Unique page views
• Bounce rate
• Time spent on page
• Lead conversion…

Again, Google Analytics is all you need for this.

Great Examples of This Type of Top of Funnel Content:

Instead of sharing an example of a successful influencer marketing campaign in action, you can learn more from one that failed miserably. One of the main reasons Fyre Festival failed was the way they leveraged influencers from the very beginning.

It created false promises and put unnecessary pressure on the entire project.

It proves how powerful leveraging influencers can be…but warns against the dangers.

Mainly, ensuring the influencers you use are relevant to your message, product and audience.

8: Email / Phone Outreach

Although cold email and phone calls aren’t as popular, they can still be relevant. However, the days of buying an ‘email list’ or calling everyone in your phone book are long gone. Instead, you need to build relevant lists and reach out to them in personal and unique ways.

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We’ve written a separate article about outreach marketing, breaking down the step-by-step process. To open Outreach Marketing: The Complete Guide to Growing Your Business in a new tab, click here.

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This is possibly the most time-consuming way to attract leads into your top of funnel. Yet with the right approach, it can quickly become one of your best performing top of funnel marketing activities.

The reason for this is, the bar is set so low.

Most people don’t do it. And those who do cut corners and blast out mass emails. By taking the time to create a personal outreach strategy, you can quickly stand out for the right reasons.

How To Measure Top of Funnel Content Like This…

Engagement is the key metric to measure when performing outreach like this.

• Open Rate
• Click Rate
• Replies

A good platform to use for this is Contactually, which not only makes the actual outreach process easier but provides some basic analytics on metrics like open rates, click-throughs and replies. 

Great Examples of This Type of Top of Funnel Content:

We recently wrote an article that dives into the process of outreach marketing, including examples and templates of what to use and when. To open this article in a new tab, click here.

How To Create a Top of The Funnel Marketing Strategy in 5 Steps

These are the main type of top of funnel content. In time you may use all of them. 

But in the beginning, it’s important to choose the most relevant type for you, your business, and your audience.

“Simply creating top of funnel content like this isn’t enough. You need to build a complete top of the funnel marketing strategy.”

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That’s where we’ll turn our focus now, so you can build a strategy that suits YOU and those you serve.

As the case often is…this whole process begins with THEM!

STEP 1: Know Your Audience

The most important step of all is to know who your audience is…

• Who are they?
• What’s their biggest pain and/or problem?
• Where do they spend most of their time?
• What keeps them awake at night?
• What language to do they use, and how do they communicate?
• How do they consume content (video, audio, text…)?
• How much time do they have to spare?

It’s impossible to create the right top of funnel content unless you know who you’re creating it for. Instead, you create content that you think is what they need. This is a risky approach to take because if you get it wrong, the rest of your top of the funnel marketing strategy fails.

So take your time to get to know your audience.

Think about who your core customer is and what their greatest pain may be.

We’ve written a separate article that goes into the lead generation process in-depth. A large part of this involves researching your audience, so you may like to bookmark this article for later. To open it in a new tab, click here.

Once you know who your audience is, it’s important to then appreciate where they already are…

STEP 2: Know Where Your Audience is

Where your audience is plays a massive role in your top of funnel content.

• What social media platforms do they use, if any?
• What publications do they read and consume on a regular basis?
• Are they part of a community, forum, or program?
• Who do they follow and trust online (which influencers)?
• Do they consume their content on the go (mobile) or at their desk (laptop)?

Knowing where they are has a big impact on the online advertising you do and the type of social media messages you share. It’s not feasible for most businesses to be on every platform and to create every type of top of funnel content (at least, not in the beginning).

You need to focus on the most effective platforms that create the biggest results (with the least effort).

So go where they already are.

Once you do, you can stand out with the right kind of top of funnel content.

STEP 3: Create “Stand-Out” Top of Funnel Content

Once you know who your audience is and where they are, you can focus on creating the “right” kind of top of funnel content; the kind that stands out, has impact, and creates value.

Whatever top of funnel content you create, it needs to STAND OUT!

It has to be:

• Engaging
• Buyer-centric (highlights their pain/problem)
• Snackable
• Visual

Creating engaging and buyer-centric content is especially true for your pillar top of funnel content (blog posts, articles, books, videos and podcasts).

You need to engage your audience.

You need to pull them in with a compelling message.

Once there, you need to provide value by helping them solve a problem.

Whereas your satellite top of funnel content must be “snackable” and visual.

It isn’t to say your satellite content shouldn’t also be engaging and buyer-centric.

Yet these shorter forms of content must instantly leave a lasting impact. This is why visuals are so important, as is creating concise copy that packs a punch and gets to the point.

This is why the use of online advertising, infographics, and social media is so important in your top of the funnel marketing strategy. They often don’t tell the whole story but do give your audience enough reason to continue their journey with you.

STEP 4: Create a Compelling CTA

As I write in another article, “if you build it they will not come.”

There’s too much competition these days. So as important as your top of funnel content is, it may not be enough to convert your audience into actual leads.

To achieve this, you need a compelling call to action (CTA).

Your call to action will often accompany your pillar content (articles, blog posts, videos, podcasts…).

Yet sometimes you can attach a CTA to satellite content like online ads and social media posts.

Again, we detail how to create a compelling CTA in our Guide: TBC — we suggest you bookmark it to read later, as it shows you what a call to action needs (as well as sharing several examples).

To open this article in a new tab, click here:

Top of Funnel ⇒ Middle of Funnel ⇒ Bottom of Funnel ⇒ Customer

The call to actions you create define the success of your top of the funnel marketing strategy. 

The whole point is to have someone enter your funnel so you can take them on a journey.

Without a compelling CTA, you’re left with an audience but no leads.

You may reach more people and create great brand awareness.

You may also grow your social media following and build authority and fame.

Yet unless you turn them into actual leads, what does it matter?

The whole point of top of funnel marketing is to make sure they enter your funnel.

This brings us to the final step of the process, and the importance of measuring what you do.

STEP 5: Track, Measure, Improve

No process like this is complete unless you track and measure your results.

Whatever you create the first time around WILL NOT be perfect.

There’s always room for improvement. And it’s during this stage where it happens.

• Which articles, videos, and podcasts perform the best and which ones rank the highest in Google?
• Which ads convert the best, and which have the highest reach?
• What social media platforms bring the most leads?
• Which individual posts have the greatest engagement and most shares?
• Which lead magnets and “gifts” convert the most leads?

Whatever top of funnel content you create, ensure you set at least 1 to 2 KPIs for each.

Track and measure these KPIs either weekly or monthly (at least, quarterly).

Along each step of this top of the funnel marketing strategy, set goals and measurements.

This is how you turn good into great, and this is how you fix a part of the process that’s broken.

It allows you to adapt, pivot and improve at all times; optimizing each step of the way.

Not only does this save you money and cut unnecessary costs…

… BUT it makes you more money and improves your conversions!

Set time aside to do this. Put it in your calendar and make it an important part of the process. So many marketers commit time to the strategy and creating content, but then get caught up in all the other tasks they need to do…

They forget to track and measure their results.

They’re reactive, checking them once in a while.

Whereas the most successful entrepreneurs are proactive!

It may seem like they effortlessly create engaging content that just works…

Yet the reality is they’re VERY intentional about the content they do create.

They know what will work before they create it.

That’s because they know:

• who their audience is…
• where they already are…
• what content they need the most…
• how to “hook” them and convert them into a lead…
• and most important of all…they track and measure their results!

We would like to end this article by showing you how some of the best do it.

And who better to begin with than the king of top of funnel marketing himself…Gary V.

3 Examples of Businesses with Brilliant Top of Funnel Content

Before we dive in, the point of these examples isn’t that you should copy or replicate them.

All that matters is YOU staying true to your business and your audience.

Yet there’s a lot of important lessons to learn from those who do all this well.

Spend some time following them. Sign up to their lead funnel and see how they target you with ads and other top of funnel content. Study what they do, how they do it, and what they don’t do.

And at all times…relate everything to YOU

GARY V

Nobody can replicate what Gary Vaynerchuk does. But there’s a lot to learn from how he does it. 

He’s a master of creating top of funnel content that stands out, and, most importantly, appears in front of you again and again and again.

He remains top of mind.

He appears everywhere.

Yet the work he personally puts into all this…minimal.

Why It’s Good:

It takes omnipresence to a new level. Present on almost every online platform there is, you don’t have to go far to find a Gary V. post, video, trailer, audio, article, or image. Much of his content is short and to the point. It’s snackable and engaging.

It’s fast and frenetic and gives you only what you need.

What You Can Learn:

The reason this works is that Gary V. commits his time and energy into making high-quality pillar content, and then allows his team (and the process/systems) to repurpose, distribute, and promote it.

With this approach, you can turn a single 20-minute video or podcast into 20+ pieces of content.

Neil Patel

Like Gary V., Neil Patel is another thought leader who seems to appear everywhere (at all times).

His style is more educational than Gary’s, yet the overall premise remains the same: create high-quality pillar content (usually articles and/or videos), and then repurpose and disseminate this content elsewhere.

Why It’s Good:

Once more, it places Neil Patel top of mind.

Yet what Neil does better than most is, he targets his content so it appears high in Google. Each piece of pillar content he creates has purpose. It targets a keyword or phrase. More than this, he targets keywords and phrases where he knows he can beat the competition.

Over time, this generates a lot of organic traffic and helps build a lot of authority.

What You Can Learn:

Your pillar content needs purpose!

Don’t just create what you want to create. Build a locker of content that will rank high over the next 12 months. If possible, do this in a way so it creates visibility on both Google and YouTube.

From there, repurpose this content into smaller pieces, sharing it across relevant platforms.

Jeff Bullas

Although a personal brand, Jeff Bullas has turned his “blog” into one of the go-to publications for digital marketing. He’s achieved this by not just creating high-quality pillar content himself, but by inviting other people to guest-post and collaborate on projects.

Why It’s Good:

On your own, you can only achieve so much. By leveraging other people, you can quickly build a body of work that both Google and the world takes notice of. 

To build a top of the funnel marketing strategy that works, you need the “right” kind of content to fuel it.

Jeff achieves this on his blog, and adds further fuel to the fire through email marketing, social media, and online ads.

What You Can Learn:

Where possible, include other content creators in your top of the funnel marketing strategy.

The more quality, relevant top of funnel content you can create, the better.

How To Get Started With Your Very Own Top of The Funnel Marketing Strategy

If you want to free up your time so you can work “ON” your business (instead of stuck inside it putting out fires, driving your marketing, and generating new leads), you need a lead funnel that WORKS.

After reading this article, I hope you appreciate how important the top of funnel is.

Yet most people spend most of their time and money on the middle and bottom funnel!

All three stages are important.

Yet nothing works without the top of funnel!

You now know:

• The different types of top of funnel content that drive awareness and increases reach…
• How to create a top of the funnel marketing strategy that generates new leads…
• What to measure along each step of the way, and how to measure it…
• Successful examples from those with high-performing top of funnel marketing!

Your next step is to begin.

Start with your audience.

• Who are they?
• Where are they?

You cannot build an effective top of the funnel marketing strategy until you complete these important first steps. We’ve created a resource to help you build your customer profile, so you can create the top of funnel content they NEED.

Download the customer profile template, and then come back to this article and complete the process. The sooner you have your top of the funnel marketing strategy dialed-in, the sooner you can grow and scale your business. Download your free customer profile template here.