In this episode of Content Logistics, Josh Spilker, the Head of Marketing at Friday, shares his insights on the middle-of-funnel content strategy for early-stage startups. He emphasizes the importance of focusing on the middle-of-funnel content, which provides enough volume from search and has enough proof points to get conversions going. Examples of such content include list and comparisons, templates, and other actionable resources.
Spilker shares his experience of using this approach at ClickUp, where a post on free project management software led to a significant increase in signups. He also discusses the importance of qualifying buyers before they even enter your funnel system, stating that good marketers know their product is not for everyone.
He further elaborates on the challenges faced by content marketers, such as the time it takes for SEO and content marketing to yield results. His advice to them is to ensure they have the runway for the time it takes to rank and to be aligned with the fact that they may not be able to undertake every project they want.