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#260 · if you're not doing outreach 90% of the time, you're doing it wrong

youtube ↗Marketing

Are most creators pivoting towards top of funnel content?

Cuz watching Alex Hormozi's content, he always mentions how important it is to be really specific with your content because the algorithm knows who to feed it to, and then funnels that into monetized things. There's a difference between what people say and what they do: he'll say you need to be highly specific, but then he makes videos all about how to be motivated. One is very top of funnel and at odds with the latter. However, he can lead with a concept like how to be motivated and then be really specific with the content, and that's great—I think he does so later on. But that's what top of funnel really means here: is your packaging created for a very wide audience? If so, your content tends to be pretty top of funnel, pretty general. He gets super deep on a lot of stuff, but reserves some of that for his coaching content, which is more exclusive. How to be motivated is definitely something we would call top of funnel. I would say I do kind of mid funnel nowadays. I used to do really bottom of funnel, which is like, you know, how to use stuff like this to make money. There's also really bottom of funnel highly technical content that's like, 'Hey, let me walk you through the exact step‑by‑step XYZ thing.' People like all of them. It's just a question of how many pieces of the world you can actually cater a high‑quality specific piece of content to. It's very difficult to cover a very wide surface area if you're making highly in‑depth 4‑hour tutorials on tools that have five searches a year. So, it's just about strategizing that way.

top of funnelcontent strategyalex hormozi

Related answers

youtube ↗Other

Isn't the channel over-indexing on the AI automation agency model lately, at the expense of viewers who just want to implement automations in their own business?

I really appreciate that feedback and I think you're right. All roads eventually lead to the top of the funnel — when you're an info product creator, you usually start with very bottom-of-funnel content that serves a specific need, then over the lifetime of the channel you ramp up to more mid-funnel tactics content, and eventually top-of-funnel strategy content. That's why someone like Alex Hormozi's videos end up being mostly motivation, or why big creators drift into vague generalisms — it's not because they're dumb, it's incentives; it's what's most profitable to make at that stage. But I'm in this for the long haul, so I don't want to just optimize for top-of-funnel content right away. I'll probably be doing more mid-funnel and bottom-funnel stuff going forward instead of leaning so hard into the agency-model content.

content strategyyoutubefunnel
youtube ↗Lead Generation

Your school data consulting model is solid, but the main lever is getting more eyes on your outreach. With cold DM, only about 20% of recipients actually see your message, and only a tiny fraction respond or convert. To dramatically improve results, you should multiply your touchpoints—send the same prospect a DM on LinkedIn, Instagram, X (Twitter), and email, for example. Because each platform gives roughly an independent 20% chance of being seen, using four channels raises the overall visibility to about 60%, effectively tripling your potential revenue without changing your offer. Beyond that, the real bottleneck is top‑of‑funnel visibility, so invest in content that attracts a broad audience (e.g., YouTube videos that aren’t just ‘how to be motivated’ but showcase specific processes like AI agent workflows or $20k/month side‑hustles). Continuously test different angles and formats to see what drives the most views, then double down on the winners. Remember, for most small‑to‑mid‑sized businesses, sales and marketing—the ability to get seen and start conversations—are the biggest constraints, so treat lead generation as your primary focus.

Your school data consulting model is solid, but the main lever is getting more eyes on your outreach. With cold DM, only about 20% of recipients actually see your message, and only a tiny fraction respond or convert. To dramatically improve results, you should multiply your touchpoints—send the same prospect a DM on LinkedIn, Instagram, X (Twitter), and email, for example. Because each platform gives roughly an independent 20% chance of being seen, using four channels raises the overall visibility to about 60%, effectively tripling your potential revenue without changing your offer. Beyond that, the real bottleneck is top‑of‑funnel visibility, so invest in content that attracts a broad audience (e.g., YouTube videos that aren’t just ‘how to be motivated’ but showcase specific processes like AI agent workflows or $20k/month side‑hustles). Continuously test different angles and formats to see what drives the most views, then double down on the winners. Remember, for most small‑to‑mid‑sized businesses, sales and marketing—the ability to get seen and start conversations—are the biggest constraints, so treat lead generation as your primary focus.

cold dmmulti platformtop of funnellead gen
youtube ↗Marketing

How do you find a bunch of ideas for your main channel, and how do you know if they're good or not?

I've tried the outlier approach many times — looking at what other people have done and duplicating it with mild changes. To me that's akin to old-school article flipping from SEO 5-10 years ago. I don't think it's very sustainable or high quality in the long run. When you do that, your channel ends up being a patchwork of different subjects, and though your view metrics look good independently per video, on net you're usually not getting a lot of returning people watching, which ultimately impacts your ability to monetize that audience. What I like to do is talk about what I like to talk about. If I have a subject I really like — for instance, I just recorded a video on how to use AI in learning — I'll record a video on it and try to fit it into some known outlier packaging. A lot of the time it's fitting a square peg into a round hole, but I try to make it work anyway for short-term metrics. And if it doesn't work, I don't care. You can call that a great strategy or a horrific strategy. But I have probably some of the best monetization of channels at approximately my size, for products I sell like low-ticket info products as well as agency work. There are very few people who can meaningfully compete with me on that despite my objective subscriber and view metrics not being very high. So clearly it works really well for me. I just ask: what the hell do I want to talk about? And then I talk about it.

youtubecontent ideasoutliersmonetization
youtube ↗Marketing

As a beginner, should I start with bottom-of-funnel content, and what should I talk about in TOFU, MOFU, BOFU?

When you're just starting, begin with bottom‑of‑funnel content—things you’re highly skilled at that only you know how to do. As you build an audience, move to middle‑of‑funnel content, where you talk more generally about how to do, sell, or apply the thing. Finally, progress to top‑of‑funnel content, discussing broader ideas and positioning yourself as someone who can win. This progression mirrors what experts like Hormozi did: he started with very specific gym marketing (bottom of funnel), then generalized to marketing in general (middle), and eventually talked about becoming a winner (top).

content funneltofumofubofumarketing strategy