How to Create Top of Funnel Content

You’re passionate about what you do and why you do it. So it’s natural to create content that speaks to that.

Which is why most brands are better at creating content at the bottom and middle of the funnel - aka where you deepen a relationship with people who already know who you are.

But to widen the net and capture new attention - you have to create relatable content for the masses.

It’s hard.

If you follow my IG, you know I’m trying to build a billion-dollar media company while training to win the CrossFit games.

Super aspirational, but most people can’t relate to the goal.

So watch how Brian (my co-host on Sweat Equity) helps me reframe my video series to attract a new top of funnel audience.

Aspirational content has its place. It's a great way to build a dedicated following of people who want to emulate your success.

But if you're trying to blow up your top-of-funnel and reach a wider audience, you need to focus on creating relatable content.

Relatable content is the kind of stuff that makes people think, "Holy shit, that's so me."

Your top-of-funnel content should give a glimpse of your unique aspirational journey, but it should be grounded in a context that your audience can see themselves in.

"There are way more busy dads than CrossFit bros.”

Instead of focusing purely on the hustle, Brian suggested I frame it in a way that more people can connect with.

Something like: "How I stay present for my daughter despite working 60 hours a week."

I can introduce my ambitious goal, but connect with the audience on a relatable level.

Here's another example: let's say you're creating content for a fitness brand.

You could post all day about your grueling workouts, but that might not resonate with the average person.

Instead, try tapping into a mix of aspirational and relatable experiences, like how people give up on their athletic dreams as they get older.

You could create a post that says something like, "I used to be a competitive swimmer, but life got in the way. Now, I'm rediscovering my love for the sport, one lap at a time."

Boom. Suddenly, you're sharing a story that so many people see themselves in.

We break this down for 35 minutes in a recent episode of the podcast.

If you want to see the whole breakdown, check out the full episode of Sweat Equity here.