Most founders know they need content. Fewer understand what kind of content they need – and where it actually fits in the journey of turning a stranger into a client.
This is where a lot of people get stuck. They’re creating, but they’re not converting. They’re posting, but they’re not progressing. And the reason? Their funnel has gaps.
Over the years, I’ve built and rebuilt dozens of content systems for founders – from solo consultants to £10M agencies. The same pattern comes up every time: content that’s either top-heavy (awareness only) or skewed toward conversion (but with no trust built first).
Here are 5 types of content that you need for an effective marketing funnel:
1. Awareness Content
This is the content that pulls people into your world in the first place.
Think: blog posts, social media content, YouTube videos, podcasts, interviews.
The goal here isn’t to sell. It’s to make someone stop scrolling. To say, “Oh – this persona gets it, and they know their sh*t!”
This is where you show up consistently, tap into relevance, and position yourself as someone worth listening to.
Bonus points too if you make the content hella shareable.
Examples:
- A blog on Why You Need X in Your Industry
- A YouTube video explaining your unique approach
- A carousel calling out common mistakes in your industry(with solutions)
2. Education/Consideration Content
Now they know who you are. But do they trust you?
This is where you deepen understanding and address objections. Educational content shows you know your stuff – and that you understand their world.
You’re not just a voice online. You’re someone who can solve their actual problem.
Examples:
- Case studies
- Client testimonials with results
- YouTube videos or blog posts that break down a framework
- Articles that directly solve a common problem
3. Conversion Content
Now, this is the place where most people actually start. But they don’t realise how important the first two steps are.
By starting here, your audience would have no context as to who you are and why you can help. But now, with the first two stages of the funnel out there, your audience knows the value you bring. And so this conversion content is what nudges them to act.
It’s direct, but not desperate. Confident, not pushy.
Examples:
- Sales pages
- Application forms
- “Work with me” website sections
- Testimonials focused on outcomes
- A podcast episode where a client shares their transformation story
4. Retention Content
Most founders ignore this bit because it’s not really obvious. They’re too focused on the top of the funnel bit and getting attention off those who don’t know them.
But actually, the ones who already know you, like you and trust you are the ones who are most likely going to become clients.
Retention content keeps your existing audience close. It makes your services sticky, and it gives you a pool of people more likely to refer you than anyone else.
People forget that it’s wayyyyyy easier to re-engage a past client than land a brand new one. Plus, it’s also a LOT cheaper!
Examples:
- Email newsletters with personal insights or client stories
- Post‑project feedback loops
- Content inside your client community or Slack
- How‑to videos that help clients use your services better
5. Advocacy Content
This is where your brand really starts to scale.
Advocacy content is content other people share about you and your brand. It’s when your clients shout about you online. It’s when people share your frameworks and tag you. It’s referral fuel.
But you have to give people something worth sharing.
Examples:
- Templates, PDFs, or free tools
- Stories of clients overcoming big obstacles
- Podcast clips with mic‑drop moments
- Campaigns that invite collaboration or conversation
Final thoughts
If your funnel isn’t working, it’s probably not about more content – it’s about the right content.
Audit your content across these five areas; fill the gaps.
And if you don’t feel like you have the time or energy, or are still confused by what to create and for whom, then please do give me a shout and I will do my best to help!