Top vs. Bottom of the Funnel: Finding Your Brand's Unique 'Wow Moment'

02/24/25 • 50 min

In this episode, we discuss the power of brand marketing versus our typical focus on bottom-of-funnel content.

While Grow and Convert is known for our bottom-of-funnel first approach to content marketing, we explore how creating a strong brand presence generates "free leads" - those customers who can't pinpoint exactly how they found us, but remember our brand when they need our services.

We cover key topics including:

When to focus on bottom-of-funnel vs. when to invest in broader brand building
Why top-of-funnel SEO content often fails to grow a brand
How different companies create their unique "wow moments" (Dropbox, Peloton, ClearScope)
Finding the right marketing approach based on your company's natural strengths and differentiators

In this episode, we discuss the power of brand marketing versus our typical focus on bottom-of-funnel content.

We cover key topics including:

When to focus on bottom-of-funnel vs. when to invest in broader brand building
Why top-of-funnel SEO content often fails to grow a brand
How different companies create their unique "wow moments" (Dropbox, Peloton, ClearScope)
Finding the right marketing approach based on your company's natural strengths and differentiators

Previous Episode

How to Write High-Converting Blog Posts (With Real Examples)

In this episode, we break down our proven framework for writing high-converting blog posts that can outrank even the biggest competitors. Through three real-world examples, we show you exactly how to write bottom-of-funnel content that both ranks and converts.

You'll learn:

How to write ultra-specific content that shows deep industry expertise
Why most category blog posts fail to convert (and how to fix them)
Why we prefer using blog posts to target category keywords over landing pages

🔍 Case Studies Featured:

Toro TMS (QuickBooks trucking software)
ServiceTitan (inventory management for electrical contractors)
Fusion Academy (best schools for sensory processing disorder)

Next Episode

How to Analyze Google's SERP Like Grow and Convert: The Secret to Content That Ranks

In this episode of the Grow and Convert Marketing Show, Devesh and Benji break down their proven SERP analysis framework - the process they use for clients to identify high-converting content opportunities.

Watch as they analyze real SERP examples for AI writing tools keywords, revealing:

How to determine if a keyword is worth targeting
The difference between category and jobs-to-be-done keywords from a SERP perspective
How to spot opportunities in mixed-intent SERPs
When to create one piece vs. multiple pieces for similar keywords
Why high search volume doesn't always equal high priority
How to use SERP analysis to rank

Whether you're creating content for clients or your own business, this practical walkthrough shows you how to create content that actually ranks and converts.

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