Part 4/6: The Content Funnel

Hey Engineers,

Here is the content strategy responsible for $2M in sales for my business.

It also helped our client Olly build a waitlist of clients worth over $70K/month

And Mike to sell $30K of consulting in the first 3 months of the year.

And Shan sell out his accelerator within 2 weeks of launching.

It’s tried and tested, but remarkably simple.

Really, to win clients on LinkedIn you just need to:

1). Make people aware we exist

2). Build trust with them

3). Make them an offer

Giving us 3 types of content to post:

1). Awareness
↳ Make people aware we exist

2). Consideration
↳ Build trust with them

3). Conversion
↳ Make them an offer

Post the right mix and you’ll have clients queuing up.

Let’s break down each one.

Awareness

This is broadly targeted industry advice/personal stories.

↳ Success = Easy to engage with
↳ Goal = grow audience
↳ Measure = Views/followers

Consideration

This is targeted content your niche, things like how-to’s, predictions, frameworks.

↳ Success = Shows expertise
↳ Goal = Nurture audience
↳ Measure = Engagement rate

Conversion

This should be hyper-specific to ICP, things like case studies, free guides, results
↳ Success = Feels like a no brainer
↳ Goal = Convert audience
↳ Measure = Leads/conversations

How often should you post each?

Rule of thumb:

40% Awareness
40% Consideration
20% Conversion

Stick to this for 6 months I guarantee you’ll grow your business.

(whilst becoming an authority in the industry)

Happy posting.

ps. highly recommend using Taplio to get content inspiration, schedule ahead of time and analyse data on your content.