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

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3 Answers
Storytelling
  1. April Rassa
    April Rassa

    Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y

    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 ...Read More

    564 Views
  2. Amit Bhojraj
    Amit Bhojraj

    Orkes Head of Marketing • 1y

    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 p ...Read More

    1,939 Views
  3. Ksenia Gordeeva
    Ksenia Gordeeva

    Sabre Product Marketing Principal | Formerly Epson • 10mo

    To add to the previous replies, here’s my perspective: From my experience, the biggest challenge isn’t just knowing what types of assets belong at each funnel stage - it’s figuring out which ones actually work for your specific customers. What resonates at each stage depends largely on your understanding of: - how your audience researches, - what they care about, - what makes them trust you. Here’s what’s worked best for me to gain this knowledge: Talk to customers: Interviews and informal conve ...Read More

    204 Views

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