Table of Contents
- Takeaways
- Why most content strategies waste time
- This won't be new to you, but try the awareness-based approach
- How to write content for each stage of awareness
- Top of Funnel (TOF)
- Middle of Funnel (MOF)
- Bottom of Funnel (BOF)
- How to know when and what to post each week
- What few know about that you should never share with anyone
- Measuring what matters
- Why this strategy works
- P.S.
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Takeaways
- Why traditional content funnels don’t match how people actually buy.
- A simple framework to connect with your audience’s needs.
- A step-by-step way to create a content calendar that works.
- How to make sure your time spent creating content leads to measurable results.
- Why you only need 40-50 talking points to build a sustainable content engine.
Why most content strategies waste time
Let’s be real. If you're like me, you’re busy running a company, and you don’t have hours to tinker with posts that don’t drive results.
Let's think for a moment about a traditional content funnel - they sound nice in theory, but don't always work in practice.
Here’s the reality - people don’t move through a neat top-to-bottom journey. They don’t read your educational post on Monday, think about your service on Wednesday, and then convert by Friday. That’s not how decisions happen.
Instead, people come to you at different stages. Some already know they need a solution but haven’t found the right fit. Others have no clue they have a problem in the first place. Treating everyone the same isn’t going to work.
This is why, when working with clients, we focus on designing strategies that 'meet people where they are'. And it's why we’ve built Flow, a tool that helps teams execute this effortlessly.
Here's a breakdown:
This won't be new to you, but try the awareness-based approach
Forget the old funnel. Here’s how I think about post content. Each post sits in one of three groups:
- Top of Funnel (TOF): For people who don’t even know they need help yet (but do need help).
- Middle of Funnel (MOF): For those who know they’ve got a problem but don’t know what to do about it.
- Bottom of Funnel (BOF): For the decision-makers ready to hire you to solve their problem.
This isn’t a sequence.
These are three distinct groups of people. Every piece of content should target one group, not all three. (There are exceptions, though - which we'll cover later)
How to write content for each stage of awareness
Creating content that resonates starts with knowing what each stage needs. Here's a simple breakdown:
Top of Funnel (TOF)
Focus on awareness. Target people who don’t yet realize they have a problem.
- Misconceptions: Address common false beliefs or myths in your industry.
- Industry Trends: Share your insights on where the industry is heading and what it means for your audience.
- Industry Case Studies: Highlight real-world examples that expose hidden problems or opportunities.
- Personal Journey: Tell your story—how you discovered a better way or overcame the same challenges your audience faces.
Middle of Funnel (MOF)
Provide solutions. Help people who know they have a problem but aren’t sure how to fix it.
- Create step-by-step guides or frameworks that solve specific problems.
- Offer checklists or actionable advice that readers can implement right away.
- Simplify complex ideas to show your audience how their problems can be addressed.
Bottom of Funnel (BOF)
Build trust. Speak to people who are problem-aware and solution-aware but need proof you’re the one to help.
- Highlight case studies that showcase your results.
- Share testimonials from happy clients to show social proof.
- Provide concrete metrics and evidence of your expertise.
Flow makes this process effortless.
With built-in templates tailored to each category, it helps you craft compelling posts in no time.
Whether you’re sharing industry trends or drafting a case study, Flow guides you with prompts, examples, and ideas.
It’s like having a creative partner to ensure your content hits the mark every time.
How to know when and what to post each week
I know what you’re thinking: how do I make this practical without overcomplicating things? Simple. Create a repeatable process. If like me, I used to:
- Find myself staring at a blank screen not knowing what to write
- Spending hours trolling through my feed, scraping recycled ideas
- Getting little interaction and no leads, which made it feel a complete waste of time.
Here’s what some of our clients do:
- Monday and Thursday - Focus on TOF (problem awareness).
- Tuesday and Friday - Share MOF content (problem-solving).
- Wednesday and Saturday - Build trust with BOF (proof of results).
If you’re posting six days a week, this gives you balance.
But you don’t have to stick rigidly to this. Experiment. Maybe your audience loves MOF content more than TOF. The point is to test, learn, and adapt.
My personal one is:
- Monday = TOF
- Tuesday = MOF
- Wednesday = MOF
- Thursday = BOF
- Friday = MOF
(Just 5 days a week)
This is where our tool Flow really helps. It helps you organize, track, and refine your content calendar so you can see what works and adjust in real time.
What few know about that you should never share with anyone
Here’s a secret: you don’t need endless new ideas to succeed.
When we write for clients, we find that hitting a critical mass of 40 to 50 talking points is enough to build a sustainable content engine.
Why?
Because two things
- Repetition ensures that you stay top of mind and increases the chances they'll choose you.
- People need constant reminders about what you do and the problems you solve.
Once you have that foundation of 40-50 posts, you can re-purpose, reframe, and remix your best ideas without starting from scratch.
For example, a post that goes out 1st January can be used again 40 or 50 days later (depending on how many daily posts you can do consecutively). That way, you can see how it performed last time around then optimize it.
The next time it comes around
- Add a photo
- Add a video
- Add a carousel
... and so on.
With the right strategy (and tools like Flow), you’ll never run out of things to say.
Measuring what matters
As a founder or executive, you care about outcomes, not vanity metrics. So let’s get specific.
- TOF content - Drives awareness. It’s where you build your audience.
- MOF content - Encourages engagement. This gets people talking and sharing.
- BOF content - Generates leads. It converts the people who are ready to take action.
You can use tools like Shield to track what’s actually working. Look at engagement rates, inbound leads, and conversion data. Let the numbers guide your decisions.
Why this strategy works
This isn’t about throwing spaghetti at the wall.
It’s about understanding your audience and speaking directly to their needs.
The best part? This approach doesn’t require much input to get it going.
Think about the hours you spend creating content. Are they bringing in business? If not, it’s time to change your approach.
Flow was built to simplify this process for busy teams, giving you the structure to focus on what matters: creating content that drives trust and results.
So give it a shot.
Your time is valuable, and this approach makes sure it’s well spent.
If you're interested in having you or your teams content and outreach done for you, we'd love to help :) Schedule some time with me below, and I'll show you the process we use to fill your pipeline and generate opportunities.
P.S.
Can one post speak to all awareness stages?
Yes, if done right.
A post could address a misconception (TOF), share a solution (MOF), and include proof (BOF). It’s sometimes easier said than done, but Flow’s templates make writing these posts very straightforward. Try it free here - and see for yourself