How Journalists Can Leverage the Marketing Funnel to Grow Their Audience and Business
By Ryan Welton, Founder of Doable Digital Media
In the world of digital media, journalists often don’t see themselves as marketers. But the truth is, if you’re a journalist, you are also a marketer. Understanding the marketing funnel can transform your approach to journalism, allowing you to not only grow your audience but also increase your revenue streams.
If you’re wondering how to incorporate the marketing funnel into your work, here’s a breakdown of how it works and why it’s essential for today’s journalist.
What is the Marketing Funnel?
The marketing funnel is a model that helps you understand how an audience moves through three key stages: awareness, consideration, and conversion. While this might sound like a strategy for marketers, it’s just as important for journalists, whether you’re working in a newsroom or independently. Here’s how it works:
- Top of the Funnel (TOFU): Getting attention.
- Middle of the Funnel (MOFU): Building relationships.
- Bottom of the Funnel (BOFU): Converting your audience into loyal supporters.
In this post, we’ll unpack these stages and show how journalists can use the marketing funnel to grow their reach, build trust with their audience, and even convert them into supporters—whether through donations, subscriptions, or sharing your work.
Top of the Funnel (TOFU): Getting Attention
The first stage of the marketing funnel is all about getting attention. How do you do that? By creating content that stands out in the crowded digital space.
Examples of TOFU Content for Journalists:
- Breaking news: Reporting fast and delivering critical information.
- Live coverage: Covering live events as they happen.
- Newsjacking: Inserting your perspective into trending conversations.
- Social media posts: Quick, engaging updates on platforms like TikTok and Instagram.
At this stage, your goal is simple: make people aware of you and your work. The more people who know about your journalism, the bigger your audience will grow. Platforms like TikTok and YouTube Shorts are perfect for grabbing attention quickly.
Middle of the Funnel (MOFU): Building Relationships
Once you’ve grabbed your audience’s attention, it’s time to build a relationship. This stage is about establishing trust and connecting with your audience on a deeper level.
Examples of MOFU Content for Journalists:
- Email newsletters: Share in-depth insights and updates on the news you’ve covered.
- Podcasts: Use your voice to build a personal connection with your listeners.
- YouTube videos: Create thoughtful, engaging content that deepens the conversation.
- Blog posts: Provide analysis, stories, and updates that keep your audience informed and invested.
The middle of the funnel is where trust is built, and it requires consistency. Your audience needs to know you’re reliable, so showing up regularly with meaningful content is key. Whether that’s through a podcast, YouTube channel, or a daily newsletter, creating value is essential to building a loyal following.
Bottom of the Funnel (BOFU): Converting Your Audience
At the bottom of the funnel, your goal is conversion. This is when your audience takes action and becomes a loyal supporter. For journalists, this could mean:
- Subscribing to your newsletter.
- Donating to support your work.
- Purchasing merchandise or exclusive content.
- Sharing your content on social media.
Examples of BOFU Strategies:
- Ask for donations through platforms like Patreon or Substack.
- Offer exclusive content for subscribers.
- Create call-to-action buttons for direct donations or newsletter signups.
Don’t shy away from asking for support. If you’ve provided value and your audience trusts you, they’ll be more likely to contribute in some way.
The Funnel is Messy, But It Works
Here’s the hard truth: The marketing funnel isn’t a linear process. It’s messy, and that’s okay. Journalists often get caught up in one part of the funnel—like focusing solely on breaking news or writing for engagement—but to truly grow, you need to constantly work on all three stages.
At the top, you’re getting attention with breaking stories. In the middle, you’re building relationships with your audience. And at the bottom, you’re converting those relationships into loyal supporters.
Even after you convert your audience, you’re always working on building awareness and trust. Think of it as a continuous cycle where you’re constantly feeding your audience with more value and nurturing them as they move further down the funnel.
Why Journalists Need the Marketing Funnel
As much as it might feel awkward for journalists to apply marketing strategies, it’s essential in today’s media landscape. Understanding the funnel helps you:
- Grow your audience: Get attention and keep people coming back for more.
- Build trust: Develop deeper connections with your readers, listeners, or viewers.
- Monetize your work: Turn your audience into paying supporters, whether through subscriptions, donations, or advocacy.
This isn’t just about getting more clicks or followers—it’s about building a sustainable model for your journalism.
The Future of Journalism: Embracing the Funnel
As an independent journalist or someone working in a newsroom, understanding the marketing funnel can unlock new opportunities. It can help you reach a wider audience, engage with them more effectively, and create new revenue streams for your work. In an era where digital engagement is everything, it’s time to embrace the marketing funnel.
If you’re ready to learn more about how to apply the marketing funnel to your journalism, let’s connect! Reach out to me on LinkedIn, or email me directly at ryan@doabledigitalmedia.com.
Conclusion: Understanding the Marketing Funnel is Key to Journalism Success
The marketing funnel isn’t a one-time fix—it’s a long-term strategy that helps journalists navigate the digital landscape. By focusing on attention, relationships, and conversion, you can build a sustainable journalism practice that not only attracts readers but also monetizes your work.
Editor’s Note: This post was written using ChatGPT with notes from its author. The ideas are 100 percent original, and the story was edited after the AI returned a first draft. The featured image was created in Canva AI with the prompt, “show me a marketing funnel inside a 1950s black-and-white newsroom.”
