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When people are searching for something specific, it is perfectly normal for them to research several pieces of content across several sites before making their buying decision.

In a world of “scroll, scroll, scroll, click,” we have to be sure our message is on point and educational so they have no need to leave the page.

So when you are creating content for your funnel you have to give them answers and have a logical flow in all of your messaging. In other words, it has to work together in harmony.

When you have a “funnel” you have to imagine an actual funnel (like the kind you use to put oil in your car). Everyone enters through the top wide end of the funnel.

In there, they go from content to content that is interesting, on-topic, helpful, and engaging. (Remember… make your content Educational… Empowering… and Entertaining).

Some of this content will have a call to action to another piece of educational content to continue the bonding process and build trust.

Some content pieces will have a call to action to purchase.

In the end, all roads lead to the same place ideally in a transaction or a sale.

So map out your content like a conversation that is happening in your prospects' minds over a period of time.

Think of marketing in print like dating.

You have to court them and get to them and build trust before you ask for marriage.

Write your content and make sure it flows like one whole conversation and it will lead to higher conversions, more engagement, and more sales.

- EB

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