Hope your week has been good. Hope this week’s newsletter makes it even better. Coming up:

• The most underrated branding opportunity. Why meta images are so important and how to make good ones.

• How to map content types to your funnel. It’s important to serve up the right type of content at every stage of the buyer’s journey. We’ll walk you through what type of content belongs where.

🖼 The most underrated branding opportunity.

When you share a link online, the image that shows next to it is called a “meta image.”

Chances are you’ve never cared much about your meta images. And you’re not alone. They’re chronically ignored. But you should care about them. A lot.

It’s a free promotion opportunity every time a link to your website is shared. So use it to its full potential!

Here are three ways to make your meta image(s) great.

1) Be more than a logo

Which of these are you more likely to click?

2) Show your product in action

It's always better to show than to tell.

If you have a physical product, show product shots. If you sell software or services, find a way to represent what you do visually.

3) Provide social proof

Use this as an opportunity to brag a little!

📰 In the news this week.

🤖 50 AI prompt examples for marketers.

💡 LinkedIn trials AI-generated writing prompts for users' posts.

👥 Marketers need to consider this highly influential audience segment.

💻  Reddit has shared new tips to help you create better Reddit ad campaigns.

🙄 Gmail ads are getting more annoying.

🗺 How to map content types to your funnel.

Timing is everything. Especially when it comes to serving up content to your prospects.

As a contact moves through their buyer’s journey you need to make sure you hit them with the right type of content at the right time.

Serve them something too early and it won’t resonate with them. Show them something too late and they’ve already moved on. Probably to one of your competitors.

To help you hit the sweet spot, here’s a chart that breaks down what type of content should be used as a prospect moves through your funnel.

How to use this chart

Now that you know where different types of content sit in the funnel, it’s time to apply this concept to your business.

Audit your existing content and map it back to the correct section on the chart. Then take a look at how things balance out. Common issues to look out for are:

• Not having assets that cover all three stages of the funnel

• Too high of a concentration in one type of asset e.g. case studies, interviews, landing pages, etc.

• The majority of your assets fall into one stage of the funnel. For example, having 15 case studies, 25 testimonials, 10 product pages, and 6 sales collateral pieces. All bottom-of-the-funnel assets. But only a few top-of-the-funnel assets like infographics and blog posts.

Look for the weak points in your content mix and then work to fix them.

😂 Marketing meme of the week.

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