Marketing funnel content

Establish awareness of the brand and the problem it solves at the top of the funnel (TOFU). Help prospects consider your brand as a solution at the middle of the funnel (MOFU). Solidify your brand as the solution at the bottom of the funnel (BOFU). Give customers useful, usable content at all stages of their journey.

Check out how I’ve produced full-funnel content for Sleuth, a B2B SaaS startup that helps engineering teams be more efficient.

TOFU content

White paper

  • TOFU objective: Give software engineering leaders broad insight into the tracking methods behind DORA metrics (metrics that track software delivery efficiency). These metrics were foundational to the function of Sleuth’s product.

  • Role: I synthesized the CEO’s notes on the topic and edited them into this cohesive thought leadership white paper, including writing clear headings and breaking text into bullet points and smaller paragraphs to enhance readability. I also worked with a freelance designer on the piece’s layout, communicating important elements to emphasize.

  • Distribution: Gated content for lead gen campaigns; paid social content.

Pillar page + related content

  • TOFU objective: Help software engineering leaders and developers understand the basics of DORA metrics and how engineering teams track them to improve efficiency. The more educated this audience is on DORA metrics, the more likely they are to buy and find value in Sleuth.

  • Role: Sleuth had a lot of existing content on DORA metrics that wasn’t being fully utilized. I reorganized all of the content into this cohesive pillar page, sub-pillars and supporting articles, and wrote the intro copy for all sections.

  • Distribution: SEO content; educational content shared via social channels.

About us video

  • TOFU objective: Help audiences view Sleuth as a personal and reputable brand by featuring Sleuth’s founders, their credibility, and why they started the company.

  • Role: I developed questions to ask the founders and draw out Sleuth’s origin story. I reviewed the video footage and selected key soundbites that told the story best and were most relevant to the audience. I hired a freelance video editor, communicated the story and project scope, and managed reviews and revisions.

  • Distribution: Brand awareness on Sleuth website, YouTube, social channels.
“You up-leveled our content by 1,000%.”
— Sales colleague

MOFU content

Deep-dive articles

  • MOFU objective: Offer audiences next-level education for a deeper understanding of each of the DORA metrics and to move them along the marketing funnel, from awareness to consideration. Plant Sleuth as a helpful, knowledgeable brand in software engineers’ minds.

  • Role: I hired a technical freelance writer, defined and communicated article topics, scope and requirements, and edited/revised as needed. I optimized each article for SEO and web content best practices. Examples shown are two of four articles.

  • Distribution: Educational content published on the blog, shared on social, and used by sales team with prospects.

Comparison guide

  • MOFU objective: Give software engineering leaders useful information about the features and capabilities they care about in a metrics tracker to easily compare Sleuth to competitors.

  • Role: Hired freelance writer, defined project requirements, removed roadblocks, edited/revised, optimized for web content best practices and SEO.

  • Distribution: Competitive analysis for sales team to give prospects; published to blog for SEO content.

How-to video + article

MOFU objective: Help cross-functional teams envision real-world use cases for DORA metrics and boost org-wide buy-in for Sleuth.

Role: Leveraged an in-person meeting to get Sleuth team members’ views on camera about how they find value in DORA metrics. The CTO set up the filming; I hired a video editor to produce the video and wrote an article based on interviews.

Distribution: YouTube, social channels, embedded video in article, published article on blog.

BOFU content

Customer stories

  • BOFU objective: Help decision makers feel confident choosing Sleuth by showing how customers use and value the product; help existing customers expand their Sleuth usage.

  • Role: I met with the customer success team to understand how each customer uses Sleuth and established relevant key messages for each story. I coached Sleuth leaders on taking a conversational approach to the interviews and developed questions to ask customers to draw out key messages. I then assigned long- and short-form videos to a freelance editor, and wrote articles based on interviews. Example is 1 of 5 stories produced.

  • Distribution: Used as social proof; published on YouTube and YouTube Shorts, and social channels. Sales team shared with prospects. Customer success team shared with customers. Used in company newsletter.

YouTube playlist

  • BOFU objective: Show practical ways software teams can configure Sleuth to be more productive with less daily hassle. Show off the product and it’s capabilities.

  • Role: I repurposed a live webinar into four on-demand videos; selected soundbites to use for each and hired a freelance video editor to produce the videos. I created a YouTube playlist to make an easily accessible collection of resources.

  • Distribution: Social channels; sales team shared with prospects; customer success team shared with customers.

Live webinar + repurposed content

  • BOFU objective: For engineering leaders, highlight the real-world value of a just-released Sleuth feature by hearing from a beta-user customer.

  • Role: I determined talking points to cover, coordinated a run of show with the customer and internal partners, and set the webinar promotional plan with marketing colleagues. After the webinar, I repurposed the footage into on-demand video, blog and social content.

  • Distribution: Sales and customer success teams invited prospects and customers to the webinar; repurposed content was shared across owned channels.