What are examples of how to apply the narrative to top, middle, and bottom funnel assets?

This is a great question and, honestly, a great exercise for the entire PMM team. Once you have the narrative ironed out, you should think about the customer journey as they move from awareness to consideration to decision and deeply consider which assets would make sense at each stage. "Awareness" could be as simple as a copy for a LinkedIn ad, "Consideration" could be a thought leadership asset or a technical deep-dive doc, and "Decision" could be case studies, ROI calculators, or competitor positioning landing pages.

Top of funnel content is your awareness stage. You'e building awareness and sparking general interest by educating your target personas on the problem and proposed ways to solve it without directly chest beating your own solution. Examples can be: blog post, infographic, teaser video

Middle of funnel content is usually for the consideration stage. It's deeper level of content that lays out the problem, focusing on how your solution/or product can address it. You demonstrate credibility by diving into features, case studies, and success stories. Present how you solve the identified pain points more effectively than competitors. Examples can be: white paper, solution brief, webinar

Bottom of the funnel content is geared towards the decision stage. This is where you want to emphasize trust, ROI, and specific use cases. Your story should now be product-specific and persuasive. Examples can be: Customer value study, product tour, recorded solution demo, ROI analysis