To understand and shape your content strategy, our team of experts rely on a proprietary analytic tool called StoryBook. StoryBook's new funnel classification feature determines where each of your content pieces fall across the customer journey using a machine learning algorithm proprietary to Contently.

To have access to funnel classification data, you must be enrolled in one of our Strategy Services programs. To learn more about your results, read the questions below and contact your Customer Success lead if your question is not represented here.

What is the marketing funnel?

The marketing funnel is a widely adopted framework for organizing marketing activities. The marketing funnel breaks down the customer journey into discrete sections; at each stage, your prospective customer has different thoughts, feelings, and habits. Understanding where your content is positioned across the funnel is extremely useful when auditing content. Creating a balanced mix of content across these stages and linking content from one stage to another allows you to construct the most user-friendly experience for customers and prospects.

What does each stage mean (top, middle, bottom)?

Our classifier determines if your content belongs to the top, middle, or bottom of the funnel. These three stages are based on customer usage and accuracy testing. Read more about each stage in our article "What Content Works Best for Each Level of the Marketing Sales Funnel?"

How does it work?

Using machine learning, our classifier analyzes hundreds of content examples from customers and blue-chip publications across industries to determine where they fall within the funnel. It evaluates over 75 elements of each page, such as hyperlink details, sentiment data, text/multimedia ratio, and brand name usage. No single element can determine the funnel stage of your content—it's the combination of these factors that does.

Why are some results blank?

Our classifier works for many types of websites, but websites containing significant amounts of render-blocking Javascript may not be crawled by our technology (or by some search engines). Removing render-blocking Javascript where possible is recommended to avoid negative impacts on your site's search visibility.

One of my pieces was marked as "Top", but it's generating a lot of leads. Why?

Our classifier examines a page's attributes rather than its performance. Discrepancies between your content's attributes and its performance can indicate which pieces need optimization. We recommend reviewing funnel stage results along with performance data before making changes.

How can I change my content so that it's recognized for its intended funnel stage?

Our tool stores funnel results for 30 days. If you're making major updates to your content, wait at least 30 days to see changes in results. We don't recommend altering individual content elements just to get a desired result. However, our strategists can advise on how to optimize content by stage.

How much top, middle, bottom funnel content should I have on my site?

We recommend a ratio of 60% top, 30% middle, and 10% bottom funnel content for most external websites. However, websites with specific goals or niche audiences may benefit from a customized analysis and ratio. Contact your Customer Success lead for more information.