All Models are Wrong. Some are Useful.

I am a big fan of a quote by George E.P. Box.

Because he said something that will remain true for eternity.

All models are wrong, but some are useful. ????

The reason: What works for your neighbour may not work for you, even though you may be doing the same things in the same market - especially when it comes to marketing and specifically to content.

How can it be?

I took the example of the so called Funnel.

And it came down to a big question....

Does anyone buy like that? TOFU, MOFU, BOFU? - Not really.

But it can be helpful to structure our thinking at a very top level.

When it comes to content aligned to the funnel stages, it is usually split it into:

?WHY Content - Top Funnel

That explains why the customer should care about what we’re telling them. Why is it important and urgent?

? HOW Content - Mid Funnel

How should they begin to address the issues raised at the Why stage?

? WHAT Content - Bottom Funnel

What do they need to buy to make significant progress?

Do customers go through these stages in this way?

Sometimes, but often not.

Does it cover all the content we should create?

Quite Unlikely.

But it gives us a place to start and build upon.

And that makes this USEFUL.

What do you think?

Is your take different?

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Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

He now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)