Each post belongs to exactly one stage of the funnel. The fastest way to find it is to look at what customers need from that post.
Before you start
- You have the post, or its main idea, in front of you.
- You know the questions customers often have.
Steps
Find what the post answers
If the post answers a common question, like “what is this” or “why does it have to be this way”, it is a Know post.
See if customers need a guide
If customers need to be guided through doing something, it is a Trust post.
See if the post is a solution
If the post is a big picture, a solution or a method for the customer’s pain, it is a Love post.
Split a post that mixes kinds
If the post both explains and guides, pull the “what is it” and “why” parts out into a separate Know post.
Check
Each kind of post has its own traits, so get to know each kind well before you sort.
- A Know post has curiosity, your point of view and one thing that sets you apart, and it is shorter than the Love post. If it lacks what sets you apart, rewrite the point of view part.
- A Trust post gives a result readers can make themselves.
- A Love post is a full solution, and it is long. The funnel has only one post like that.