The CONTENT funnel
Marketing your business often includes creating some type of content regardless of how it's shared. What if I told you there was a way to maximize every single piece of your Cornerstone Content?
Wait, I know what you're thinking: "But Brit, what is cornerstone content?"
Cornerstone Content: Quality content you can center your marketing efforts around. This could be a blog post, podcast, YouTube video, Live Course, etc. Anywhere you're explaining things in great detail (hint hint: you're reading a piece of cornerstone content now).
The ultimate goal should always be to get as much bang for our buck as possible, right? I know I am not alone in wanting to do so when it comes to our content; as an entrepreneur, I do in particular. I have to admit that creating content is a very time-consuming process, regardless of how much you enjoy it. You've probably heard the phrase "work smarter, not harder." or in other words, how to work strategically to get things done in such a way that your efforts will yield maximum results with minimum bother.
How do we do this?
The CONTENT funnel.
It goes like this...
Cornerstone Content:
Again, this is your high-value content, anywhere you explain a specific topic in great detail. These are the things that generally live OFF of social media first. These pieces of content often live on your website and contribute to your SEO.
Blog Post
Podcast
Course
Webinar
Visual Media:
This would be my first way to repurpose my cornerstone content because, after all, if someone sees value from this new content I'll create from my original content, they just might make it to the original content to learn more. Even further, even if they don't go to the original source, now you've just expanded the reach of your message. More data points to tell you what type of content your audience prefers.
Video Clips
IGTVs
Go Live
Reels/TikToks
IG Stories
IG Feed Post Infographic
Links:
This piece of the funnel is exactly what you think it is. The actual URL of your cornerstone content. You should have fully optimized your content when you created it with the appropriate social preview images and descriptions. So now, all you'll have to do is share these links on your platforms, and they each should populate a link preview.
LinkedIn Articles
Facebook Feed Posts
Instagram Story Posts
LinkedIn Feed Posts
Pinterest Pins
Text:
Quote graphics
Tweets
Transcription to a blog post - if your main content was already video or audio
As you can see, all it takes is a little bit of strategy to move you from being overwhelmed to a full content calendar with a multi-platform approach.
Want to learn more about the content funnel and how to use it?
Sign up to kick off the New Year with a new content strategy. Join us on January 10th -14th for Content Bootcamp, where I'll walk you through my five-step process day by day to make the most of your highest-value cornerstone content. Read: You only have to create 1 or 2 of these a month to make this work.
