@thestevenmellor
TikTok · Prop Yap
@thestevenmellor Steal this content strategy 🚀 #contentstrategy #sketchbook #growthhack #productivity #marketingtips #marketingstrategy
Trending short videosHand-drawn four-stage content marketing funnel explained
The edit1 shot · 7 text
Shots Text0:22
Performance
- Views
- 309.9K
- Likes
- 16.6K
- Comments
- 281
- Engagement
- 5.4%
- Outlier
- 1.8×
- Length · 19 Aug 2022
- 0:22
Video #1938 · Prop Yap
Hand-drawn four-stage content marketing funnel explainedfrom @thestevenmellor
[01]
Overview
The creator uses a hand-drawn diagram in a notebook to explain a four-stage content marketing funnel. They walk the viewer through each stage—Exposure, Connection, Nurture, and Close—explaining the purpose of each step and recommending specific content types (like short-form video, feed content, stories, and DMs) to effectively move an audience through the funnel and convert them into buyers.
[02]
Simple outline
- 1Hook with a 'secret' framework
- 2Walk through the framework's steps
- 3State the promised transformation
[03]
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Classification
Format
Concepts
Elements
Account
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 55%
STEAL THIS CONTENT STRATEGY
Verbal hook · 25%
At the top, we have exposure.
Visual hook · 20%
An overhead shot of a colorful, hand-drawn diagram in a notebook. A hand enters the frame and points directly at the top of the diagram, creating immediate motion and a clear focal point for the viewer.
[06]
Hook template
Steal this for your own video
STEAL THIS
- — STEAL THIS EMAIL SEQUENCE
- — STEAL THIS WORKOUT SPLIT
- — STEAL THIS PRICING STRUCTURE
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
A direct command or offer that presents the content as a valuable, replicable system that the viewer can 'steal' for their own benefit.
Payoff
Summarizes the ultimate benefit or transformation the viewer will achieve by implementing the entire framework, connecting the process to a tangible result.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Visual Framework Walkthrough
Deconstructing a complex process into a simple, visually-guided, step-by-step framework to make it easily understandable and actionable for the viewer.
- 1
The Top-Funnel Tactic
Introduces the first stage of the framework, defining its purpose (mass awareness) and the specific actions or tools required to execute it.
- 2
The Mid-Funnel Bridge
Explains the second stage, focusing on how to build a deeper relationship or connection with the audience after initial contact.
- 3
The Authority Builder
Details the third stage, which involves demonstrating expertise and building trust through more intimate or long-form content formats.
- 4
The Conversion Mechanism
Outlines the final stage of the process, specifying the direct actions needed to achieve the desired outcome or 'close'.
Themes
Techniques
Post caption
Steal this content strategy 🚀 #contentstrategy #sketchbook #growthhack #productivity #marketingtips #marketingstrategy
Text overlays
title · beginning
STEAL THIS CONTENT STRATEGY
branding · beginning
by @thestevenmellor
informational · beginning
1/ exposure - use short form video
informational · middle
2/ connection - education through content
informational · middle
3/ nurture - Lives, Stories, etc to build authority in real time
informational · end
4/ Convert - DMs, emails and 1:1 solutions to build that relationship
informational · end
This will help convert your viewers into followers / buyers through content
Transcript
At the top, we have exposure. Now the fastest way to do this is with short form video like reels, TikTok, shorts. And how do you build a deeper connection with your audience? It's to provide solutions to their problems through content. Next step is nurturing. You're gonna do this through stories, lives, or podcasts, anywhere where you could show your expertise. Finally, you're gonna close this out through DMs or exclusive one on one content. This should help turn your viewers into buyers and give you a nice content strategy.