Description

Top, Middle, and Bottom of Funnel Content

Lori Kennedy, founder of The Wellness Business Hub and creator of The Zero To Clients Program, breaks down how content moves people through the lead-to-client journey and why words, not tech or follower count, are the real lever behind conversions.

This episode focuses on the three content stages every practitioner or coach needs to understand: attracting strangers, building trust, and supporting the buying decision.

She also explains how the funnel changes depending on the platform, why your lead to client system has to exist before content can do its job, and how to think about content as part of a larger enrollment process.

Key topics

• Content is the common denominator between visibility and client conversion, because words shape every step of the lead to client journey.
• A lead to client system needs to exist before social content can work well, or else attention has nowhere to go.
• Top of funnel content is for strangers who know they have a problem but do not know you yet.
• Feed content on Instagram, TikTok, YouTube Shorts, Facebook, and LinkedIn is mainly top of funnel attraction content.
• Specific language matters because the algorithm tends to surface content to people already watching and searching related topics.
• Strong top of funnel content acts like a storefront sweater that stops someone in their tracks and pulls them into the store.
• Middle of funnel content is for people who know you, have consumed your content, and are moving toward trust.
• Middle of funnel content often includes webinars, live challenges, podcasts, long form content, and other trust-building experiences.
• Bottom of funnel content supports the actual buying decision through proof, testimonials, case studies, and clear offer details.
• Lori recommends thinking of content as 60 percent top of funnel, 20 percent middle, and 20 percent bottom for feed content, with stories weighted more toward middle and bottom of funnel.
• If there is no capture system, nurture sequence, marketing event, or enrollment process, content should not be the starting point.

Timestamps:
(0:00) Live podcast intro and why words determine client conversions (0:02) Why content matters more than tech, pricing, or follower count (0:06) Introducing the episode topic and the Business of Becoming Podcast
(0:09) Why a lead to client system has to exist before content can work (0:12) The three stages of content: top, middle, and bottom of funnel (0:14) Who top of funnel content is for and what problem-aware prospects need
(0:16) Where top of funnel content lives across social platforms
(0:18) How algorithms push problem-based content to the right strangers (0:21) The storefront sweater analogy for scroll-stopping content
(0:24) Who middle of funnel content is for and how trust begins
(0:27) How people justify buying decisions emotionally and logically (0:29) Why webinars and live events help move people toward action (0:31) What bottom of funnel content does in the buying process
(0:34) How proof, objections, and offer clarity support enrollment
(0:36) Lori's suggested content mix for feed posts
(0:38) Why stories should lean more toward conversion than attraction (0:39) Why content should not come before the lead to client system (0:40) Preview of the next episode on using the five by five content pillars

Lori Kennedy | The Wellness Business Hub | Zero To Clients
Join The Wellness Business Hub Community https://www.facebook.com/groups/902858891147746