The Content Operators Playbook · 3. Funnel
Principle 1 of 3
Top, middle, bottom
The top brings people in, the middle keeps them, the bottom sells.
Updated 2026-10-25
I see every format as having a job. Top of funnel brings new people in, that’s the selfie video. Middle of funnel keeps them, the fake pods and carousels, and it’s never designed to do crazy numbers. Bottom of funnel sells: products, courses, services. So for each thing you make, which job is it doing?
How do I use it?
- Give every format one stage and write it next to the format’s name.
- Judge the top on reach and follows, the middle on return viewers, the bottom on sales.
- Keep the middle going even when its numbers look small. It was never built for big numbers.
- Check each week that all three stages got something.
In his words
I very much see formats designed around top of funnel, middle of funnel, bottom of funnel.
Tom Sharman, 2026
Questions
What does "Top, middle, bottom" mean?
Every format has a job in the funnel. The top brings people in, the middle keeps them, and the bottom sells to them directly.
How do I put "Top, middle, bottom" into practice?
Give every format one stage and write it next to the format's name. Judge the top on reach and follows, the middle on return viewers, the bottom on sales. Keep the middle going even when its numbers look small. It was never built for big numbers.
Why does "Top, middle, bottom" matter?
I see every format as having a job. Top of funnel brings new people in, that's the selfie video.
