3 types of content you need to make as an entrepreneur

18 Aug 2026 · 1 min

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In this concise instructional video, the speaker outlines the three essential categories of content that business owners must produce: top‑of‑funnel, middle‑of‑funnel, and bottom‑of‑funnel. Top‑of‑funnel content is designed for maximum reach, attracting new eyes with broadly appealing material. Middle‑of‑funnel content converts those viewers into followers by delivering value, entertainment, education, and personal storytelling that answers the question “Why should I follow you?”. Bottom‑of‑funnel content turns followers into paying customers by directly addressing the prospect’s pain points and positioning the business as the solution. The speaker stresses that a balanced mix of all three is required for sustainable growth and warns that creating videos without a clear purpose adds noise rather than value.

Chapters

Every business owner should be making 3 types of content. Top of funnel, middle of funnel, bottom of funnel. Top of funnel is built to get reach. It's like new eyeballs. It's essentially stuff anyone will watch even if they've never heard of you. Middle of the funnel turns viewers into followers. Why would somebody actually follow you? They get value, that they're entertained. So these are things like education, your story. Who are you? Why should I follow? And bottom of the funnel turns those followers into clients. Most people don't ask, what is the point of creating content? You should want to get customers. That's where you speak to the pain of the person you want to buy from. All business Businesses need a mix of all 3. You need to be able to get somebody's attention, you need to be able to convert that into a follower, and then the follower into a client. But if you don't know the purpose of the video before you hit record, you're not helping your business, you're just adding noise.