your funnel has a flat tire

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• The difference between discovery and relationship content… and why you need both

• Real-world examples of brands killing it

• 3 frameworks (that actually work)

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DEEP DIVE

What if the reason your content isn’t converting isn’t the message—but the mix?

Too many content teams are either all-in on flashy social posts or heads-down building whitepapers no one sees. 

They’re nailing reach or trust, but rarely both. And that imbalance? It’s leaving revenue (and brand equity) on the table.

The best-performing content strategies don’t force a choice between short-form discovery content and long-form relationship content. They intentionally integrate both.

The smartest marketers are orchestrating content like a portfolio. Blending reach and resonance. 

🔍 The two types of content that power brand growth

Let’s define the players:

Discovery content is your megaphone.
Relationship content is your handshake.
You need both.

The data says it’s all about the dream team. 

• 73% of B2B marketers use email newsletters, but 90% also rely on social media for distribution.

• 53% say case studies are among their best-performing assets—a classic relationship format.

• 62% say SEM/PPC ads deliver strong results—discovery in action.

• The top content strategies repurpose one into the other—a LinkedIn post promotes a report, and that report inspires a webinar, which gets chopped into clips.

If you’re only investing in one side, your funnel has a flat tire. BUT WAIT. I’m not saying you need to dive into all at once. There’s a few formulas to choose from. 

🔧 The Gucci content mix: 3 frameworks that work

Here’s how winning teams balance the mix:

1. Hub-and-Spoke Model

One major piece (a webinar, eBook, or research report) becomes the hub.
From there, you spin out 10+ discovery pieces:

• Blog summaries

• Infographics

• Quote cards

• 15-second teaser videos

• Social polls

• Aaaaaaand so much more

It’s not more work — it’s more mileage.

2. Hero–Hub–Help Model

Adapted from Google, this gives you a content rhythm:

• Hero – Big-bang awareness plays (campaign videos, reports)

• Hub – Regular, episodic nurture (podcasts, newsletters)

• Help – Always-on how-tos or SEO content (FAQs, blog posts)

Every content type has a role in the buyer’s journey. Ya just need to map them accordingly.

3. The 50/50 Budget Rule

LinkedIn’s B2B Institute recommends splitting effort:

• 50% on brand + trust (relationship content)

• 50% on lead gen + reach (discovery content)
  Over time, it drives sustainable growth.
  

In Practice: Who’s Doing This Well?

💡 HubSpot

• Massive blog and SEO engine drives discovery

• Free downloads, newsletters, and educational content build relationship

• Thought leadership turns leads into loyalists

🧠 CB Insights

• Quirky, insightful newsletter became must-read in VC circles

• Social snippets fueled word-of-mouth discovery

• Result? Warm, inbound leads who already trusted the brand

🎥 Salesforce

• “State of Sales” reports create splashy top-funnel awareness

• Salesforce+ video series nurtures community over time

• Conferences and content fuel both discovery and engagement loops

Each of these brands has one thing in common: they treat content as a connected ecosystem, not a collection of posts.

Your Next Steps: Build a Balanced Content Engine

Here’s how to bring it home:

• Audit your funnel: Are you heavy on one type of content?

• Theme your campaigns: Plan from big piece → micro assets → nurture content

• Align metrics: Discovery = reach. Relationship = trust + conversion.

• Loop in sales: Ask which content helps close deals — and where gaps exist.
  

Pro tip: For every major asset you produce, commit to 5–10 micro assets that promote or extend it. Then flip it: collect micro-content into deep, evergreen formats.

🕵️‍♀️ Super spy bonus pro tip: Like is easier to convert to like (discoverability text → relationship text, discoverability video → relationship video). Got a great relationship newsletter? Build discoverability content with written posts. Video series or podcast your relationship builder? Build discovery with shorts and reels. 

The BIG takeaway: The goal isn’t to choose between reach and relationship. It’s to connect them. Discovery content lights the spark. Relationship content builds the flame.

The more these work together, the stronger your content engine—and the more likely your prospects trust, convert, and stick around.