How much of my content should be selling?

Around 10 percent. The other 90 percent should reach new people and build trust, which is what earns the right to make an offer.

What is top, middle, and bottom of funnel?

Top of funnel is awareness (curious but not ready). Middle is consideration (exploring options, building trust). Bottom is conversion (ready to act). Each stage needs its own kind of content.

Why do most brands' content fail to convert?

They post offers to an audience that barely knows them, skipping reach and trust. Without the top and middle of the funnel, there is no warm audience for the bottom to convert.

How long does a content funnel take to work?

Reach and trust compound over weeks, not days. Most brands see momentum in the first few months once the profile is clear and posting is consistent. The funnel gets more efficient the longer it runs.

All playbooks

Strategy5 min read· Updated July 2026

The content-to-customer funnel

Great content on its own does not pay you. A system does. Every piece you post should move someone one step along the same path: from noticing you, to trusting you, to reaching out. This is the funnel Percly builds around a brand.

Reach, nurture, convert

Reach 70%

Nurture 20%

Convert 10%

1Reach
Build awareness. Broad tips, industry takes, and shareable content that reaches new people.
2Nurture
Build trust. Stories, behind-the-scenes, and social proof that make people believe you.
3Convert
Make the ask. Case studies, lead magnets, and clear offers that turn trust into a conversation.

Why the ratio matters

Most brands invert this funnel. They post offer after offer to an audience that barely knows them, then conclude content does not work.

Roughly 70 percent of your posts should reach and teach, 20 percent should build trust, and 10 percent should make a direct ask. The reach earns the right to convert.

What each stage looks like

Top of funnel

Curious but not ready. Educate and attract with broad, useful content.

Middle of funnel

Exploring options. Nurture with stories, proof, and a point of view.

Bottom of funnel

Ready to buy. Convert with case studies, lead magnets, and a clear next step.

Is your funnel actually connected?

Your profile explains who you help and what to do next.
Growth posts point people toward a reason to follow.
Trust posts give people a reason to believe you.
Conversion posts give people a clear, low-friction next step.
You have somewhere to send interested people (call, lead magnet, or offer).

FAQ

Frequently asked

Quick answers on this topic.

A content funnel is the path a stranger takes from first seeing your content to becoming a customer: reach (awareness), nurture (trust), and convert (action). Each stage needs its own kind of content.