Creating content consistently is one thing. I won’t say it’s always easy, but it’s doable. Creating content that actually drives action? That’s something else entirely.
Whether you’re trying to grow your audience, build trust, or bring in leads (and please don’t tell me your goal is to “go viral”), having a clear structure behind your content helps you show up with more confidence, and way less second-guessing.
This is the content structure I use for my own business and for my clients.
It’s simple. It’s flexible. And it works.
50% of content: Top of Funnel (TOF)
Goal: Visibility and connection. Be found. Be relatable. Be valuable.
This is your awareness content. The kind of stuff that shows up in search, gets shared, or makes your ideal client feel like “this person gets me.”
Here’s what I do:
- Each month, I ask myself:
❓ What does my ideal client want?
❓ What does she fear?
❓ What doesn’t she know yet?
❓ What have I been asked a lot recently? - I jot notes down during the month as these things come up.
- Then once a month, I have a proper brainstorm session, go through my ideas and data, and map it out in a spreadsheet.
This has made a huge difference. Because the structure takes the pressure off the creativity.
30% of content: Middle of Funnel (MOF)
Goal: Build trust. Show them what it’s like to work with you.
This is where case studies, testimonials, and behind-the-scenes content live. It’s the proof content.
A few things I’ve found helpful:
- Mix up the formats: short captions, carousels, mini case studies, video walkthroughs, direct quotes.
- Anytime I get a video testimonial? I treat it like gold.
It might not go viral, but trust me, the lurkers are watching.
This is the content that answers the question:
“Can you really help someone like me?”
20% of content: Bottom of Funnel (BOF)
Goal: Convert. Sell. Help them take action.
These are your offers.
Your “DM me if you want a spot.”
Your “Here’s what I’m booking right now.”
This content doesn’t usually perform well from a numbers point of view. But that’s not the goal.
This is where the buyers step forward. Where clarity meets timing.
Bottom-of-funnel content often gets overlooked because it doesn’t rack up likes.
But without it? You’re not giving people a way to say yes.
So what does this look like in practice?
For service providers, it looks like this:
TOF: Teach something. Share a story. Solve a problem.
MOF: Show your process. Share a result. Highlight client wins.
BOF: Tell them how they can work with you.
Rinse and repeat.
Want a copy of the spreadsheet I use to map it all out?
Send me an email and I’ll flick it your way.
Content doesn’t need to be confusing.
It just needs a strategy that works for you.
