Content funnel
A content funnel is a way of sorting posts by the job they do: posts that reach new people, posts that build trust with people who already follow you, and posts that ask for the work.
Why it matters when you post for yourself
It's drawn as a funnel because each stage reaches fewer people than the one above it. Marketers call the stages the top, middle and bottom of the funnel, shortened to TOFU, MOFU and BOFU.
For one person it's a check on the week. If every post asks for work, people tune out. If none do, people like your posts and hire someone else. A simple mix to start with: out of five posts, two to reach new people, two to build trust and one to ask.
Example
A week for a made-up lawyer. Monday: a short video answering the question everyone asks about wills (reach). Wednesday: a carousel on what a first meeting covers (trust). Friday: a post saying she has room for three new clients in January, and how to book (ask).
Where it shows up in Postmosis
The weekly plan in Postmosis marks each post slot as attraction, building trust or conversion, and suggests an angle and a first line for it. See the content calendar
Common questions
Start my weekWhat do TOFU, MOFU and BOFU mean?
Top, middle and bottom of the funnel: posts that reach new people, posts that build trust, and posts that ask for the work.
How many posts should ask for work?
Fewer than you'd think. One in five is a fair start; change it once you see what brings enquiries.
Is a content funnel the same as a sales funnel?
They overlap. A sales funnel follows a buyer from first contact to paying. A content funnel sorts your posts by which part of that journey they serve.
Get next week's posts made
See the price, start, and make your first posts this week.