Ryan SnoufferHOW IT WORKS
The content funnel, explained.
A content funnel is the order your posts work in. Reach posts bring in new people. Trust posts show them you are real and good at the job. Convert posts ask for the work. Most businesses post at random and wonder why nothing books. This is the machine we install for clients, split 40/40/20. Here is how it works.
Reach posts and lead posts never mix. One lane farms, the other harvests. The bait rotates: the ask never changes.
Top of funnel: Reach
Job: cheap reach and follows. These people don't buy. They just follow.
- Share-bait posts: memes, skits, and questions built for shares.
- Diagnosis hooks: screenshots that show a business's dead metrics.
- Cost-reframe memes: money wasted versus money invested.
- Ladder posts: what puts a roofer in the top 5% on Google.
Paid: winning reach posts shown to new people who don't know us yet.
Middle of funnel: Trust
Job: build authority and capture intent. This is the free layer.
- Tutorials and tool demos with real, useful value.
- Proof posts: real client screenshots and before-and-afters.
- Testimonial videos, always real numbers, never invented.
- Origin story posts: who we are and how we got here.
Paid: proof and tutorial posts shown again to people who engaged.
Bottom of funnel: Convert
Job: applications. Only 20% of the content, but every post points here.
- Direct offer posts: a plain pitch that ends at apply.
- Every post, in every stage, ends at one ask.
- Apply, then a call, then we get to work.
Paid: the direct offer, shown again to people who already checked us out.
THE PAID LAYER
Paid does not replace organic. Organic is the testing ground. Paid amplifies the winners.
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