Brand vs. Demand: How to Boost ROI via a Full-Funnel Content Strategy

Updated: Sep 5



Is your content strategy unbalanced?


For most marketers, the answer is yes – with content skewing heavily lower funnel. However, by neglecting the upper funnel you could be missing out on revenue. Showing up earlier in the decision journey means marketers can earn buyers’ attention and trust while both are still very much earnable – before buyers move lower in the funnel with a competitor.


How can marketers find the right balance between brand gen and lead gen content to boost overall ROI? Discover actionable strategies for building an effective full-funnel content strategy in today’s article.

Just to create the context for you, Purna Virji was one of our international speakers and industry leaders that had to join us at GoTech World 2021, your go-to technology & business event here in Romania. Her keynote speech revolved around the content strategy a business must have, even if we have come to ignore this tool in recent years compared to PPC or other advertising strategies that may convert faster.


Lead generation is undoubtedly one of the key objectives that we pursue in digital communication, but how do we constantly adapt communication to the digital transformation we are witnessing so far?

According to the latest studies, 4% of marketers measure the results beyond 6 months and 75% of marketers optimize inside 2 weeks. But sales cycles are often at least 90 days in B2B, so how can this be an accurate reflection of performance? The answer is that marketers invest a bit too much in big data and a bit too little in long data.

Let’s see how we can transform a user’s behavior into insight for our content strategy.

  1. People don’t know what they don’t know, but they will always and actively seek to become more knowledgeable. This is the phase where we must create awareness through recognition. Build and strengthen your brand identity and create emotional hooks.

  2. People don’t know what their options are and who to seek out to help solve their challenges. This is the time for you to show your relevance, through expertise, products, and services.

  3. People are trying to make a decision and are recalling who they know and trust. Now it is time to reinforce and differentiate yourself via proof point low-friction conversion experience.

Also, save these tips & tricks for later:

  • Communicating personal benefits of your brand to your clients delivers 3x the brand connection, based on the values or achievements of the company.

  • Follow the 3Ps when developing your assets: personality, purpose, and people.

  • Empower your audience by solving their pain points and igniting their passion points.

  • Nurture and grow future opportunities via problem awareness & solution awareness content.

  • Humans have always used social proof to make decisions and trust sources independent of the company.

  • Set clear expectations, nobody likes to be surprised after opting into an engagement.


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See you soon,

GoTech World Team.