Join Fab Giovanetti and the ever-sassy Jess Bruno as they dive into a content strategy that’s all about blending the classical marketing funnel with a fresh perspective and a new take on content pillars.
Discover how to make your content truly impactful by focusing on attract, warm, and convert strategies, whilst also unravelling the secrets of buyer psychology.
Episode Resources
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Understanding the Attract, Warm, Convert Funnel
Let’s talk about how content strategy is changing these days. Marketing expert Jess Bruno has come up with a fresh take on the traditional funnel – it’s called the “Attract, Warm, Convert” framework. This approach adds some goal-setting magic to our good old content pillars.
As Jess points out, this isn’t just about organizing content – it makes sure everything you post has a real purpose behind it.
Attract: Getting People’s Attention
First up, we need to grab your audience’s attention. This means creating content that really speaks to what they need, want, or struggle with. Think of it like starting a conversation – you’re not just throwing information out there, you’re connecting with where your audience is right now.
- Timely Content: As Jess points out, you want to create content that feels fresh and relevant. Jump on current trends, events, and hot topics that your followers care about. This shows you’re in the loop and helps you reach more people through things like social media challenges and trending hashtags.
- Problem Solving: Show your audience you get their challenges by creating content that addresses their specific needs. Do your homework to understand what they’re looking for, and craft your content accordingly.
Warm: Building Real Connections
Once you’ve caught their eye, it’s time to build trust and nurture those relationships with content that really resonates.
- Educational and Relatable Posts: Share your knowledge in a way that feels natural. Answer common questions, give people a peek behind the curtain, and share tips that show you know your stuff. Tell stories that your audience can relate to – it helps create that genuine connection.
- Consistency: Keep showing up regularly with valuable content. Whether it’s blog posts, videos, or stories, staying consistent helps keep your audience engaged and connected to your brand.
Convert: Making It Easy to Take Action
Here’s where we guide people toward taking that next step, whether it’s joining your email list, signing up for a program, or making a purchase.
- Clear Calls to Action (CTAs): Make it crystal clear what you want people to do next. Your CTAs should be easy to spot and follow, whether you’re directing folks to a sales page or asking them to download a freebie.
- Social Proof and Testimonials: Share what others are saying about you. Nothing builds trust quite like hearing from happy customers who’ve already taken the journey.
Transitioning from Content Pillars to Multi-layered Strategy
We’re seeing a big shift from simple content pillars to something more dynamic. Those content pillars we all know and love? They’re getting supercharged with specific goals tied to different funnel stages.
Jess shows how matching your content pillars with attract, warm, and convert stages lets you be more strategic. Think inspirational posts to warm people up, or educational content to attract attention and drive conversions.
Bottom line? Every piece of content you create now has a clear purpose that ties back to your bigger business goals.
The Future of Content Strategies
Here’s something interesting Jess talks about: switching from saying “you” to saying “I” in your content. It’s a small change that makes your brand feel more like a friend having a conversation.
Instead of telling people what to do, share your own experiences. It makes everything feel more real and engaging. This is changing how we think about social media marketing.
When you mix traditional marketing know-how with understanding how people think and feel, you end up with content that really works.
As marketing keeps changing, using these strategies helps businesses stay connected and build real relationships with their audience.
About our co-host
Jess Bruno is a social media content strategist who supports service-based providers. She creates engaging, purpose-led content that leads to significant conversion results. Her nurturing ‘done with you’ coaching programs cover social media mindset and create a bespoke strategy, using her 10 years of digital marketing experience.
Instagram: @growwithjessbruno
Website: jessicabruno.co.uk
