When you think of sales funnel content, you likely think of the content that is used as marketing and sales content in your sales funnel. For example, you might think of web articles or brochures or a sales page. But there are 3 documents that your contacts NEVER see, but which are absolutely critical for the success of your sales funnel and the profitable growth of your business.
These behind-the-scenes documents are:
Your business plan is a key document you’ll use to cast vision, develop strategy, and get funding for your business. Business plans are often thought of as theoretical, although they should include your marketing plan and branding plan. (And, I’d also assert that a business plan is incomplete without a sales funnel plan, too!)
While your business plan is the “big picture” of your business, your operations manual should be the well-thumbed, often-quoted document that employees use on a day-to-day basis to do their jobs. Your business plan may give the broad strokes and the strategy, while your operations manual ensures that those strategies are implemented.
TECHNICAL CONTENT/KNOWLEDGE CENTER
Filling the gaps between the business plan and the operations manual is the technical content. You might think of it as internal content or your internal knowledge center. It should be a resource or repository of the kinds of things that may not always fit in a business plan or operations manual. It might include documents like technical specs, internal news items, trouble-shooting guides, collections of tips and ideas shared between employees, etc.
These 3 documents are ever-changing and should be well-used. Customers will never see them. But they are still critical to the successful operation of your business’ sales funnel.