Three episodes for the marketer or founder whose content draws traffic but doesn't convert. The honest read: 'good content' and 'content that converts' aren't the same skill, and most operators are doing one of them well and the other badly. Topics: the structural difference between awareness, consideration, and decision-stage content, why most blogs are 90% awareness content with no path to conversion, and the BOFU pages that actually do the closing work the rest of the funnel sets up. Built for the operator with a content program that's not paying for itself yet.

The book on building content systems that produce customers, not just visitors. Covers the structural moves: the funnel mapping that identifies where each piece sits, the awareness-to-decision content sequence that earns the conversion, the BOFU page architecture (the content that does the actual closing), and the measurement framework that distinguishes 'content that ranked' from 'content that paid for itself'. Built for the marketer running a content program that needs to defend itself in budget review and wants the structural framework to make the case (or to fix it if the case can't be made yet).

The audit for any existing content program — what's actually in your library, where each piece sits in the funnel, and where the gaps are. Walks through the inventory step (most teams don't have an honest catalogue), the funnel-stage classification (with the rubric that prevents 'awareness' from becoming a default bin for everything), the gap analysis (which stages have no content), and the prioritisation framework for what to build first. Run quarterly. Most teams discover they have 15 awareness pieces and 1 decision-stage piece — and then wonder why the funnel doesn't convert.

The detailed guide to building bottom-of-funnel content that does the closing work. Covers the architecture: the comparison page that handles the 'X versus Y' search intent, the alternative page for 'X alternatives', the use-case page that connects features to specific buyer scenarios, and the pricing page elements that don't kill conversion. Built for the marketer who's noticed that the BOFU layer is where most B2B sites either win or lose the deal — and that most BOFU pages are built reactively rather than designed.

The structural framework for designing a content funnel rather than accumulating one. Walks through the audience definition (specific enough that the content choices are forced rather than open), the buyer journey mapping (with the questions the buyer is actually asking at each stage), the content-to-stage matrix that identifies what to build, and the prioritisation framework that prevents the team from building everything at once. Worked example through one full funnel build. Built for the content lead inheriting a program that grew without a plan and ready to give it one.

Eight email lessons that walk through building a working content funnel from scratch (or rebuilding one that's drifted). Day 1: audience and journey mapping. Day 2: existing content audit. Day 3: gap analysis and priority list. Days 4-5: BOFU layer — the highest-leverage build. Day 6: middle-funnel sequence design. Day 7: awareness layer (deliberately last, because most teams over-build it). Day 8: measurement and ongoing rhythm. Built for the marketer ready to do the structural work, not just keep adding articles.

Working prompts for the AI-assisted parts of funnel work: the audience persona generator (from interview notes or customer data), the buyer-journey question synthesiser, the BOFU page outliner against a defined competitor matrix, the content-gap analysis from a content inventory CSV. Each prompt has input/output format. Tested across Claude and ChatGPT. The value is in turning funnel work from a months-long consulting engagement into something a small team can do in a week.