How to Turn Content Into Clients, Part 3
Lori Kennedy continues her content to clients series by showing how to turn one weekly content system into a repeatable client-generating machine. This episode breaks down how top, middle, and bottom of funnel content works with her five by five content pillars so you can plan a week of posts with purpose instead of posting randomly.If you have been overfocused on tech, funnels, ads, or going viral, this episode is a reminder that messaging still does the heavy lifting. Lori explains how the right words, stories, and calls to action create curiosity, trust, and action.
Key topics
- Lori explains why content matters more than tech, ads, websites, or AI-generated copy that is pasted without editing.
- She warns against relying on raw AI output and says effective content needs personality, story, energy, and a clear point of view.
- The episode revisits the three-stage funnel:
- Top of funnel for strangers
- Middle of funnel for people who know you
- Bottom of funnel for people ready to buy
- Lori introduces her five by five content pillars as a repeatable weekly structure:
- Monday - About me
- Tuesday - Lead gen
- Wednesday - Authority
- Thursday - Program showcase
- Friday - Lifestyle
- She explains that each pillar can be repeated at top, middle, and bottom of funnel, but the context and messaging change at each stage.
- Top of funnel content should be problem-focused and built around relatable experiences that make strangers stop and recognize themselves.
- Middle of funnel content should go deeper into your story, your mission, your method, and what it is like to work with you.
- Bottom of funnel content should be direct, specific, and enrollment-focused, especially during a launch or registration window.
- Lori recommends using calls to action in about 80% of content and matching the CTA to the current marketing goal.
- She encourages tracking which pillars get engagement and, more importantly, which ones lead to calls booked and clients won.
Timestamps
00:00 - Welcome and why this content to clients series matters
01:49 - Why tech hype does not replace strong messaging
03:16 - Why AI copy must be edited before you ship it
04:37 - Why most people are focused on the wrong content tasks
06:04 - How content creates curiosity, hope, and desire
08:49 - The three funnel stages and the five by five structure
11:40 - The weekly content pillars: Monday through Friday
13:30 - How to measure which pillars actually drive clients
14:26 - What each weekly pillar means in practice
18:23 - Top of funnel examples that speak to the problem
21:07 - Top of funnel lead gen, authority, and lifestyle examples
24:03 - Middle of funnel content that goes deeper
26:43 - Middle of funnel program showcase examples
28:30 - Bottom of funnel strategy during a launch
30:54 - Bottom of funnel proof, authority, and offer content
31:49 - Bottom of funnel lifestyle content that shows the desired future
32:46 - How to brainstorm your own top, middle, and bottom ideas
33:15 - Where to get the five by five pillars and GPT prompts
Action items
- Map your current content into top, middle, and bottom of funnel.
- Assign one content pillar to each day of the week.
- Write from real lived experiences instead of generic advice.
- Edit AI-generated copy so it sounds like you.
- Use calls to action in most posts, but align them with your current campaign.
- Track engagement and client conversions, not just likes.
