The audience journey funnel is dead — use a playground instead

Ashley Faus
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Ashley Faus: Head of Lifecycle Marketing, Portfolio, Atlassian, USA

Journal of Brand Strategy, 2024, vol. 13, issue 2, 139-147

Abstract: The funnel is not representative of the audience journey. It is a retrospective measurement tool, not a forward-looking strategy tool. This paper shows how, as marketers, we need to think holistically about the journey, making it seamless and delightful. It is no longer about rushing people to a purchase with as few touch points as possible, it is about allowing them to choose their own path in a way that helps them reach their destination. This paper analyses the pitfalls of the traditional funnel when creating content strategy, and why a playground is more representative of the audience journey; how to use content depths, intent and time horizons to effectively create and distribute content; and how to map assets and channels to build a seamless, delightful and helpful playground for their audience.

Keywords: content strategy; content marketing; content distribution; marketing funnel; linear funnel; buyer’s journey (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:2:p:139-147

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