Second Brain

The 70/20/10 Content Funnel

The Story

Charlie doesn’t just post content. He allocates it across a funnel: 70% awareness, 20% authority, 10% conversion.

The 70% is top-of-funnel: broad AI news, trending topics, opinion posts. These are designed to reach new people and go viral. The 20% is mid-funnel: how-to guides, frameworks, detailed breakdowns. These establish credibility with people who already follow him. The 10% is bottom-of-funnel: case studies, testimonials, direct calls to action. These convert followers into newsletter subscribers, agency clients, or course buyers.

Most creators either post 100% awareness content (chasing virality but never converting) or 100% conversion content (pitching constantly but never reaching new people). The 70/20/10 split keeps all three running simultaneously.

He pairs this with a weekly content sequence: Days 1-2 are awareness, Day 3 is authority with social proof, Day 4 is awareness again, Day 5 is conversion with callbacks to earlier posts. The week builds a narrative arc instead of being a random collection of posts.

Lesson for Creators

Content without a funnel is a hobby. Content with a funnel is a business. The 70/20/10 split is simple enough to remember and specific enough to implement. The weekly sequencing adds another layer: instead of treating every post as independent, it treats the week as a unit. Monday’s awareness post warms the audience for Friday’s conversion post.

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