Most business owners are stuck on the content rollercoaster with no clear path to scale. That ends today. In this episode, Emma breaks down the marketing funnel in a way that will totally click for you, even if you’re new to posting on social media. If you’ve ever wondered why your content isn’t converting, this episode will show you exactly where the disconnect is. Emma explains how the four phases of the funnel—awareness, consideration, conversion, and advocacy—mirror your audience’s buyer journey, and why it’s your job to guide them through every step. You’ll learn how to create intentional content for each stage, how to grow your reach without burning out, and why people don’t just stumble into your offers—you have to show them the way. Get ready to move from posting aimlessly to marketing with clarity, purpose, and actual results.
Listen in as Emma explains:
- Why every piece of content should serve a specific purpose
- The biggest mistake business owners make at the top of the funnel
- What content to create for each stage of your buyer’s journey
And much, much more!
Why Every Piece of Content Should Serve a Specific Purpose
Random content leads to random results. Emma emphasizes that every post, reel, story, or email should have a clear intention tied to your marketing funnel. Whether you’re trying to boost brand awareness, deepen trust, or drive conversions, your content needs to meet your audience where they are in their buyer journey. Without that intentionality, you’re just adding noise to the feed instead of guiding someone toward a decision.
The Biggest Mistake Business Owners Make at the Top of the Funnel
Most entrepreneurs underestimate the importance of top-of-funnel awareness. They pour energy into sales content without first building a large enough audience to sell to. Emma explains that if you’re not consistently attracting new eyes to your brand, you’ll eventually run out of people to nurture and convert. Growing the top of your funnel through visibility content like reels, collaborations, and giveaways is essential for long-term success.
What Content To Create for Each Stage of Your Buyer’s Journey
Not all content works at every phase of the funnel—and that’s by design. Emma walks through the four stages—awareness, consideration, conversion, and advocacy—and outlines which types of content support each. Think reels and giveaways for awareness, educational posts and lead magnets for consideration, testimonials and strong CTAs for conversion, and tagged posts or referral programs for advocacy. When you align your content to each stage, you create a seamless journey that actually leads to sales.
Connect with Ninety Five Media:
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